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American Legacy Foundation: Become An Ex - Friends
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Tobacco remains the leading cause of preventable death in the United States and a staggering six million people worldwide will lose their lives to tobacco next year. Legacy(SM) and the Ad Council have partnered with GSD&M Idea City to help smokers "re learn" life without cigarettes with EX®, a national quit smoking campaign sponsored by the National Alliance for Tobacco Cessation (NATC), in order to help the 43 million Americans who smoke to finally quit.
The goal of these spots is to make smokers think about the triggers that make them want to smoke. The PSA's tell smokers that re-learning those behaviors without cigarettes will make it easier to quit. In the spots, the characters struggle to re-learn the triggers without cigarettes and are ultimately successful. The spots empathize with smokers and give them a sense of hope that, while the quitting process is never easy, it's much more manageable with the right approach.
Director of Photography: Chris Soos Related TV
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