Tobacco Free Florida: Adam

Credits & Description:

Category: Public Interest, NGO
Media: Content
Brand: Tobacco Free Florida
Agency: Alma
Geo: United States
Advertising Agency: Alma, USA
Creative Chairman / Chief Executive Officer: Luis Miguel Messianu
Co-President / Chief Creative Officer: Alvar Sunol
SVP Operations: Michelle Headley
VP Executive Creative Director, Copy: Jorge Murillo
Creative Director, Art: Monserrat Valera
Senior Integrated Producer: Mimi Cossio
Account Director: Elizabeth McCarthy
Account Supervisor: Claudia Rodriguez
Planner: Tamara Sotelo
Production Company: Tool of North America
Director / Photographer / Illustrator: Floyd Russ
Executive Producer: Mark Hall
Editorial House: 2150 Editorial
Editors: Lorenzo Bombicci, Jeff Sternberger, Mike Coe
Music Studio: Future Perfect
Composer: Victor Magro
Published: April 2018
Synopsis:
Meet Adam Guerrero. The 41-year-old landscaper and widower tells us why he needs to quit smoking.
The campaign is called “The Reasons”, and it’s a documentary-style series of real smokers from rural town in Florida where smoking rates are typically 33% higher than the rest of the state. While many live paycheck to paycheck, work long shifts, have multiple jobs, and struggle to pay basic necessity bills, they often spend thousands of dollars a year on cigarettes. Smoking has become their release. It is a necessity, a reward, a breath of fresh air. Even though they spend money they don’t really have on cigarettes and would like a better, healthier life with their loved ones, they still can’t find the strength to quit.
The Casting Process
To find our smokers, we cast a large net across the state of Florida looking for smokers who weren't afraid to tell their story and wouldn't get shy in front of a camera. The production company focused on the counties with the highest level of smoking by those with lower incomes, then scoured local parks,