Tobacco Free Florida: The Reasons

Alma DDB has created a new campaign for Tobacco Free Florida called The Reasons. The six-film campaign is a documentary-style series featuring real smokers from rural towns where smoking rates are typically 33 per cent higher than the rest of the state.

While the stars of these films can live paycheck-to-paycheck, work long shifts, have multiple jobs, and struggle to pay 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 spots were produced by Tool of North America, directed by Floyd Russ, and creatively led by Jorge Murillo and Monserrat Valera.

Above: Robert

Below: Geremy; Adam; Eric; Christie; Angela