Tobacco Control campaign creates beautiful animated shorts telling the real stories of smokers trying to quit
By Joe Colquhoun on Monday, January 11, 2021
The California Department of Public Health’s CA Tobacco Control Program launched a new animated campaign this week that normalises the reality of trying to quit smoking by sharing the personal stories of those currently giving up.
The new work is particularly relevant now as record numbers of people are trying to quit the habit in light of research showing that smoking doubles the risk of getting seriously ill from Covid-19.
The ‘Tell Your Story’ campaign was created by Duncan Channon and directed and animated by Robertino Zambrano with Nexus Studios. Speaking with more than 100 smokers and vapers about their unique stories of quitting each tv spot are born from totally unscripted conversations with three people – George, Steve, and Ryan
Each person represents a uniquely beautiful animation style and reflects the details and mood of their individual stories.
“Smokers and vapers often feel a sense of defeat when their quit attempt fails, but it’s like building a muscle. Eventually, you get to where you want to be. This campaign is about normalising that repeat process in an empathetic way.” said Anne Elisco-Lemme, executive creative director, Duncan Channon.