Anti-smoking campaigns have a lot of things in common: scare tactics, graphic imagery and guilt trips.
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.
People all over the US were inspired, including then-First Lady Michelle Obama.
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.
Russell
Tammy
Nellie
Lisa
Christian
