Anti-smoking campaigns have a lot of things in common: scare tactics, graphic imagery and guilt trips. But when CVS stopped selling cigarettes, we wanted to do something completely different.
The #OneGoodReason campaign focused on the upside of quitting instead of the dangers of smoking.
Our positive approach paid off. People shared the films with their friends and family to inspire them to quit, and pretty soon lots of people were sharing their #OneGoodReason.
As part of the campaign, we filmed a series of mini-docs featuring ex-smokers exploring the moment they found their reason to quit for good.