The Arizona Smoker’s Helpline is a free service that helps tobacco users kick the habit. Each person who calls in is connected with a Quit Coach—a trained counselor who works closely with the smoker throughout the entire journey. Many of these counselors are former smokers themselves. To capture their stories, we made interview-style videos that are sometimes funny, sometimes scary, but always honest and sincere. The finished spots were then translated into radio, print and outdoor executions.
“3,000 And Counting”