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American Legacy Foundation: Become An EX - Friends
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Tobacco remains the leading cause of preventable death in the United States and a staggering six million people worldwide will lose their lives to tobacco next year. Legacy(SM) and the Ad Council have partnered GSD&M Idea City to help smokers "re-learn" life without cigarettes with EX®, a national quit smoking campaign sponsored by the National Alliance for Tobacco Cessation (NATC), in order to help the 43 million Americans who smoke to finally quit.
TV: The goal of these spots is to make smokers think about the triggers that make them want to smoke. The PSA's tell smokers that re-learning those behaviors without cigarettes will make it easier to quit. In the spots, the characters struggle to re-learn the triggers without cigarettes and are ultimately successful. The spots empathize with smokers and give them a sense of hope that, while the quitting process is never easy, it's much more manageable with the right approach.
Director of Photography: Chris Soos Related
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