WASHINGTON STATE DEPARTMENT OF HEALTH

Here’s something you already know: Quitting smoking is hard.  And without a plan, the average failure rate is 80%. So our goal was to connect with smokers using empathy and a touch of humor to get them to call the quit line, where they could talk to a real person, make a plan, and double their chances of quitting.

Agency: WONGDOODY

CW: Jennie Moore

AD: Monkey Watson