WYOMING DEPT OF HEALTH_
The average smoker dies 14 years earlier than they should. That sucks. But rather than rehash well-trodden creative with slightly different executions to let people know the obvious—that cigarettes are evil—we went straight after the people cigarettes affected most. And I don’t mean smokers.
See, in a libertarian state of exceedingly independent people who don’t want nobody intervening in their personal decisions, the only way to get a Wyomingite to stop smoking is to let them know that their actions hurt others—more especially, people they care about.
So we asked real Wyoming citizens to be brave and make personal pleas to loved ones who smoked, telling them what they’ll miss about them when they die from smoking.
RESULTS: Resounding. Calls to the QuitLine increased over 90% compared to the same period the previous year—by far the highest percentage increase of any QuitLine program in the country.
directed by Academy Award-winning documentarian Daniel Junge.