Youth Anti-Smoking Campaign - "What's Your Excuse"

Watson Richmond, United States

6321

Brand: Youth Anti-Smoking Campaign
Country: United States

Advertiser: Virginia Tobacco Settlement Foundation

Title	What's Your Excuse
Agency	Watson
Campaign	What's Your Excuse
Advertiser	Virginia Tobacco Settlement Foundation
Brand	Youth Anti-Smoking Campaign
Posted	December 2002
Business Sector	Anti-Drug/Alcohol/Tobacco Message
Tagline	Can Anybody Tell Us Why Smoking Isn't Stupid?
Story	A woman opens her back door and calls "Bennett" for dinner. But alas, Bennett, who happens to be a dog, is busy sneaking a smoke. After taking a deep drag off of his cigarette, he looks at the camera, and says, "Hey, Im a dog. Whats your excuse?"
Philosophy	WORK, Inc., in partnership VTSF, embarked on one of the largest youth research and strategic efforts in Virginia history. The goal of the research was to inform the message development and creative process, while maintaining cultural currency by involving Virginia youth at every step. And in the end, it was clear that one positioning statement stood out from all the rest: Smoking sounds stupid, and you can choose not to be. In order to combat the rising problem, the advertising must first create awareness around the message to produce a change in the attitudes and beliefs about smoking among tweens/teen 10-17 leading to a reduction in the incidence of trial and use as they grow older. To date we are off to a great start with a 58% awareness level after a mere six months.
Problem	Underage smoking is a significant problem both nationally and in Virginia, with 70% of high school students having tried smoking. Virginia teens believe this number is only on the rise. Thus, WORK, Inc. was challenged by the VTSF to reduce this trend by delivering a strategic, hip, kid-friendly campaign.
Media Type	Television
Length	30 seconds
Market	United States
Executive Creative Director	Cabell Harris
Art Director	Cabell Harris
Copywriter	Steve Covert
Director	David Shane
Production Company Producer	Sunderland Procter
Agency Producer	Betsy Barnum-Hicks
Editor	Dave Koza
Account Director	Whitney Snyder
Production Company	Hungry Man