2002 Archived
| Choking to Death
Target Audiences None, Adults, Older Adults
Produced For New Mexico Department of Health
Themes Health Consequences of Smoking
Description Part 3 of 6 in the campaign, Byron Holton is an older man dying from smoking-related cancer. He discusses how he wakes up in the middle of the night choking and gasping for air. He feels like he is drowning or being smothered. At the end of the ad, we learn that he took his last breath on June 15, 2001.
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2002 Archived
| Grandpa's Casket
Target Audiences None, Adults, Older Adults
Produced For New Mexico Department of Health
Themes Health Consequences of Smoking
Description Part 5 of 6 in the campaign, Byron Hilton's grandson talks about how much he misses his grandfather and how seeing him in his casket was the worst day of his life. The words "Quit. Now" appear at the end of the ad.
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2002 Archived
| Life Without Byron
Target Audiences None, Adults, Older Adults
Produced For New Mexico Department of Health
Themes Health Consequences of Smoking
Description Part 4 of 6 in the campaign, Byron Holton's wife tearfully explains how much her husband is going to miss because he is dying of a smoking-related cancer. She feels regret for the grandchildren, for Byron, and for herself.
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2002 Archived
| Missing My Grandpa
Target Audiences None, Adults, Older Adults
Produced For New Mexico Department of Health
Themes Health Consequences of Smoking
Description Part 6 of 6 in the campaign, Byron Holton's grandson talks about all the things both he and his grandfather have missed because of his grandfather's premature, smoking-related death.
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2002 Archived
| Terrified
Target Audiences None, Adults, Older Adults
Produced For New Mexico Department of Health
Themes Health Consequences of Smoking
Description Part 1 of 6 in the campaign, Byron Holton, a cancer patient, discusses how terrified he is of dying. Although he does not consider himself to be a coward, he is frightened of smoking-related death, and wishes he had stopped smoking a decade ago.
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2002 Archived
| Wouldn't Smoke
Target Audiences None, Adults, Older Adults
Produced For New Mexico Department of Health
Themes Health Consequences of Smoking
Description Part 2 of 6 in the campaign, Byron Holton is an older man dying from smoking-related. He is being interviewed about changes he would have made in his life if he had that opportunity. His only regret is that he wishes he had never started smoking, or that he had quit sooner. He knows he is dying and there is nothing he can do about it now.
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