Smoke Free Paso del Norte – Tell It Like It Is

The Project

The Smoke Free Paso del Norte Coalition was created in 1999 with one goal in mind, to reduce tobacco use in the Paso del Norte Region. Since its inception, our partnership has helped Smoke Free to effect broad scale change throughout the city; from indoor antismoking ordinances to an ever-increasing number of El Pasoans who have decided to quit smoking, we quantifiably proved that effective messaging works.

Together with Smoke Free, we decided that the next stage of our ongoing campaign would be to celebrate El Pasoans who have gone Smoke Free.

The Approach

For our next series of spots we encouraged El Pasoans to Tell It Like It Is about quitting smoking. We gave people from around the community a forum to talk about the challenges and triumphs of quitting smoking, allowing them to connect with viewers who might be looking for that final motivation to make a change for the better.

The Results

The community embraced our personal and realistic approach, and the percentage of non-smokers in El Paso continues to rise.