Dear Me: Robert
Award: Wood Pencil
Wood Pencil / Writing for Advertising / Writing for Film Advertising / 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 describing how they felt about their habit.
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