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Dear Me

Award: Wood Pencil

Wood Pencil / Radio Advertising / Radio Advertising Campaigns / 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.

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