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Dear Me: Robert

Award: Graphite Pencil

Graphite Pencil / Radio Advertising / Radio Advertising over 30 seconds / 2011

Despite declining smoking rates, tobacco use among Washington State’s working poor remained relatively unchanged. And as the US faced a deep recession, the idea of convincing smokers to give up what is often their only stress-relief tool became almost ridiculous. So we stepped aside and let them convince themselves. We followed genuine smokers as they read aloud ‘Dear Me’ letters they’d written to themselves about how they felt about their habit. Dear Me: Robert was nominated as a single execution. The campaign was selected in Radio Advertising Campaigns.

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