MPAAT Launches Aggressive Individual Cessation Plan With New Television Ads

Asian Pages
03-31-2003
The Minnesota Partnership for Action Against Tobacco has introduced new
television ads that urge Minnesotans who smoke to use Minnesota's Tobacco
Helpline (1- 877-270-7867 or 1-877-270-STOP). The ads can be viewed at
www.claritycoverdalefury.com.

The ads are part of MPAAT's aggressive individual cessation plan approved
last month by the Ramsey County District Court. That plan includes a broad
array of services for adults who want to quit smoking, including
face-to-face counseling, Internet resources, and worksite programs. It also
includes continued operation of the successful Minnesota's Tobacco
Helpline, which has received more than 19,000 calls from Minnesotans
seeking free counseling.

"These ads let smokers know there is help available if they want to quit
and that help can increase their chances of quitting for good," said Andrea
Mowery, Director of External Communications for MPAAT.

The newest ad, which was created by the Minneapolis advertising agency
Clarity Coverdale Fury, Inc., highlights the intense cravings smokers have.

"Meeting" portrays business people seated at a conference table. One of the
meeting participants is suddenly taken with an intense urge to smoke. He
bounces across the room, off the wall, then flies across the manufacturing
floor before finding himself outside the building with a lit cigarette. The
ad's conclusion highlights Minnesota's Tobacco Helpline as a source for
smokers who want to quit. "The ads use humor and fast-paced action to
depict the control cigarettes have over people and the struggle they have
fighting the urge to smoke,' said Jerry Fury, Vice President and Creative
Director at Clarity Coverdale Fury, Inc. "Once we have their attention, we
let people know they can get help by calling Minnesota's Tobacco Helpline."

"Meeting" will air across Minnesota in March and April and will be followed
by another new ad in May called "Dinner Party."

These new ads follow MPAATs provocative ad "Sunshine," which featured an
actor portraying a mother using a home video camera to prepare a keepsake
for her infant. Although never stated explicitly, the ad made it clear that
the mother was dying from a smoking-related disease. In February, MPAAT
began airing a series of radio ads that feature portions of actual
counseling sessions from Minnesota's Tobacco Helpline, to give listeners
insight into what a counseling session involves.

Smokers who call Minnesota's Tobacco Helpline will receive free one-on-one
counseling. If the caller does not have coverage through a health plan, the
caller may be able to receive nicotine replacement therapy (nicotine
patches or gum) through the Helpline.

MPAAT is an independent, non-profit organization that improves the health
of Minnesota by reducing the harm caused by tobacco. MPAAT's strategies
include grants, individual cessation services, research and community
outreach.

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