Signal18 Apr 2018
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.

Alma’s anti-smoking ad empathises with smokers