ClearWay Minnesota(SM) Releases Hard-Hitting New Ads
New campaign shows cost of smoking, views of tobacco industry
MINNEAPOLIS, Dec. 6, 2010 /PRNewswire/ -- ClearWay Minnesota today launched a new advertising campaign illustrating the true objectives of the tobacco industry and the effects of tobacco use on all Minnesotans. The ads are part of a continued push by ClearWay Minnesota to reduce tobacco's harm through education efforts and policy initiatives such as the Freedom to Breathe Act, Tobacco Modernization and Compliance Act, a recent television documentary on smoking addiction and a report on tobacco industry marketing.
"We ignore the tobacco industry at our own risk," said David Willoughby, Chief Executive Officer of ClearWay Minnesota. "They have countered the impact of increased regulations and good public policies with their huge marketing budgets, new products and continuing efforts to addict new generations of smokers. It's more important than ever to highlight this continuing problem and the tobacco industry as its root cause."
The new television ad depicts a series of doctors delivering bad news to family members of tobacco users. The ad highlights the health impacts of tobacco use, but also the personal and emotional toll it takes on smokers and non-smokers alike.
New bus side and online banner ads depict the tobacco industry viewing smokers as replaceable customers with "expected service lives" and "expiration dates." The themes of the ads, created for ClearWay Minnesota by Minneapolis advertising agency Clarity Coverdale Fury, were influenced by actual statements of tobacco industry representatives that were revealed during Minnesota's historic lawsuit against the industry in the 1990's.
"We're expecting Minnesotans will be a bit shocked by the blunt messages in these new ads," said Jac Coverdale, Executive Creative Director, Clarity Coverdale Fury. "We're asking people to pay attention to what the industry is doing and how they are affecting the lives of all of us."
The television, bus sides and online banner ads were created by Minneapolis advertising agency Clarity Coverdale Fury and are all available online at www.weallpaytheprice.com, a website designed to educate Minnesotans about the harms of tobacco and expose tobacco industry practices.
The tobacco industry spends $12.8 billion annually to market its products nationwide, with nearly $200 million spent in Minnesota alone. And the consequences are devastating – 634,000 Minnesotans still smoke, and the state loses 5,500 lives each year due to tobacco use. According to a recent study by Blue Cross Blue Shield, tobacco use costs Minnesota nearly $3 billion in health care costs annually.
About ClearWay Minnesota(SM)
ClearWay Minnesota is an independent, non-profit organization that improves the health of Minnesotans by reducing the harm caused by tobacco. ClearWay Minnesota serves Minnesota through its grant-making program, QUITPLAN® stop-smoking services and statewide outreach activities. It is funded with 3 percent of the state's 1998 tobacco settlement. For more information on ClearWay Minnesota or QUITPLAN Services, call 952-767-1400 or visit clearwaymn.org.
SOURCE ClearWay Minnesota
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