Tobacco Free CA wants you to know that "only smoking socially" is still smoking.

You're not a smoker. At least that's what you tell yourself. You only have a smoke when you're out with friends, after a hard day at work, or when you just need to unwind. But wait a second...when you add up all those "just this once" moments, you start to see you might be a smoker after all. Our "Never Just a Smoke" campaign for Tobacco Free CA asks social smokers to take an honest look at their habits and educates them on the cumulative dangers of even one occasional cigarette. 
Broadcast & digital video
Art direction
Agency   Duncan/Channon
Creative Director   Anne Elisco-Lemme
Copywriter   Derek Taylor
Designer   Shannon Burns