These anti-smoking PSAs from Tobacco Free Florida focus on empathy instead of fear-mongering to get their message across. Called The Reasons, they were made by agency Alma. Via Adweek:
Aimed at Florida’s rural communities, where the agency says smoking rates are 33 percent higher than the rest of the state, the real-life vignettes introduce us to smokers—most often working parents under daily financial stress—who admit they’re tired of the physical and financial toll of smoking.
“I’m tired of not being able to breathe. I’m tired of wasting my money on cigarettes,” says Robert, a 29-year-old father of three. “I don’t want to smoke, because I don’t want to be like my dad. I don’t want to be in a wheelchair with an oxygen machine behind me. I want to be there with my children and grandchildren.”
Christy, a citrus inspector who works incredibly long days, wants to quit because she knows it would make her children more proud of her.
“It takes energy from me. It slows me down. It’s costly. I spend a little over $6 on a pack of cigarettes,” she said. “If you calculated what I spent in a week…it’s terrible. I could probably pay my family’s bills. It’s embarrassing. It’s so embarrassing.”
“I pride myself on my family,” she says, “and I want them to be proud of me.”