2007 Archived
| Down The Aisle
Produced For ClearWay Minnesota
Themes Cessation - General, Cessation - Role Models for Children, Quitline Promotion
Description What seems to be a standard coming attraction for a romantic comedy motion picture opens with a happy couple frolicking on the beach. The young man tells Elizabeth that he loves her, and the next scene finds them at the dinner table telling her parents that they intend to marry. In the following scene, Elizabeth and her dad prepare to walk down the aisle toward her groom, but it turns out that all of this is happening on a television monitor in a hospital room, and the actual dad is in a hospital bed, ashen, and hooked up to oxygen and other medications. His daughter sadly rests her head on his shoulder. The text reads: if you’re not planning to quit smoking, what are you planning? An announcer urges viewers to visit a cessation assistance site.
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2009 Archived
| Everybody’s Monkey is Different
Produced For ClearWay Minnesota
Description ClearWay Minnesota designed this ad to drive people to its QUITPLAN Services. The ad was created using three strategies to convince people who want to quit smoking to contact services; build knowledge of how and where to quit; increase hope and confidence in quitting; increase trust in available services by presenting a situation smokers can relate to.
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2011 Archived
| Inner Conflict
Produced For ClearWay Minnesota
Description ClearWay Minnesota designed this ad to drive people to its QUITPLAN Services. Two versions—male and female—were created using three strategies to convince people who want to quit smoking to contact services; build knowledge of how and where to quit; increase hope and confidence in quitting; increase trust in available services by presenting a situation smokers can relate to.
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2007 Archived
| The Wait
Produced For ClearWay Minnesota
Description A man in his late thirties or early forties is sitting in the doctor’s examining room, wearing only the paper dressing gown. He is anxious and clutching the examining table and waiting for the doctor to reenter the room with news. In his mind he visualizes the doctor delivering increasingly harrowing diagnoses that include lung cancer, bladder cancer, kidney cancer, emphysema, heart disease, and throat cancer. With each statement from the doctor the patient becomes increasingly distraught and tearful. Finally the actual knock on the door comes, and the text on the screen reads, “If You’re Not Planning to Quit Smoking, What are You Planning?” Viewers are directed to call or visit Quitplan.com.
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2005 Archived
| Time to Quit
Produced For ClearWay Minnesota
Description A man wakes up in the middle of the night, reaches for a cigarette but the pack is empty. Still wearing his PJs, he sets out for the convenience store but experiences a series of obstacles –the car has a flat tire, so he takes his little daughter’s bike; he is held up at the railroad crossing as a train with multiple carriages goes by; finally he gets to the store and finds that he left his wallet at home. The voice announcer tells viewers that quitting might be easier, and to call the local quitline.
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