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  • Alma’s anti-smoking ad empathises with smokers
  • Alma’s anti-smoking ad empathises with smokers
    Tobacco Free Florida (2018) ©
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Alma’s anti-smoking ad empathises with smokers

Anti-smoking ads often use fear-tactics to encourage quitting. ‘The Reasons’ is a campaign by Tobacco Free Florida, that takes a different approach. By portraying smokers in a way that doesn't hold their habit in contempt, it empathises with the reasons they smoke – and want to quit.

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