Multicultural Campaign: Wave 3 focus group study of reactions to creative advertising concepts designed to prevent multicultural youth tobacco use

Multicultural Campaign: Wave 3 Focus Group Study of Reactions to Creative
Advertising Concepts Designed to Prevent Multicultural Youth Tobacco Use
Addendum A – Creative Concept Stimuli

WORTH MORE
FACT:
• More than 1,300 die each day [in the U.S.] because of cigarette use (USDHHS 2014).
TARGET TOBACCO TYPE: Cigarettes
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

Female teen looking into mirror camera slowly
panning behind talent.

VO: I see PAST the struggle.

Inside the mirror, we see her shopping for clothing.
She is wearing a very unique outfit. Another
customer looks at her skeptically.

VO: Somewhere past all those expectations
they have of me, I see myself with a future, that
I deserve.

Camera pans to the other side of talent, revealing a
futuristic version of self. Talent is in an XXL type
cypher with camera crews, etc (BTS).

VO:
Where my talent SURPASSES those
expectations.

Closeup futuristic self smiling, soaking in the
success. Camera panning trick to reveal her current
reflection.

VO: I see a kid worth more that came from less.
Never selling myself short to cigarettes.

Teen speaking into mirror, mirror glitches showing
horde of people walking with barred eyes.

VO: Never one of the 1,300 that dies from
cigarettes every day (USDHHS 2014).

1

Addendum A

Model rotates with mirror spinning 360, showing
behind the mirror, which is a full body shot of talent
being reflected.

VO: Because when I see my future, I know...

Talent staring at reflection, then it’s revealed that
the reflection is from the inside of an elevator as the
door opens and talent walks out.

VO: I. am. worth. more. than the price of that
cigarette.

Endtag

AVO: Keep it fresh. Live tobacco-free.

2

Addendum A

MAKE YOUR MOVE
FACT:
• Smoking makes your breath smell like an ashtray.
• Most high school students say they prefer to date nonsmokers (Johnston et al. 2013).
• Smoking can stain your teeth (Watts & Addy 2001).
TARGET TOBACCO TYPE: Cigarettes
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

Stylish teen female walks into a house party.

VO: When I step in a spot, I take it all in:

Change to POV, seeing what she sees: the DJ,
people dancing, her girlfriends chatting on the
couch. Graphic overlays highlight the visuals and
words from her internal monologue/what she sees.

VO: the beats, the vibe, the crew...

She walks through the party scanning the crowd.
She quickly sizes up a guy or two, and her thoughts
match what we see. She moves along, her eyes
stopping on a cute boy leaning against the wall,
talking with his friends.

VO: But nothing is catching my… wait.

She focuses at his shoes, his hair cut, then his
body language.

VO: Kicks. Style. Confidence...

His friends gesture that they’re going out for a
smoke, telling him to come. Focuses on his hand
as he waves his friends away and stays behind.
She approaches the boy. They begin to talk and he

VO: And passin’ on cigs means his breath is

3

Addendum A

smiles, showing perfect teeth (Watts & Addy 2001).

fresh, and he’s on my kind of level....

Zoom out as they continue to hit it off.

VO: And I know most high school students
prefer to date someone who’s smoke-free
(Johnston et al. 2013). Facts, ‘cause we can
only kick it if you’re tobacco-free and all the way
fly.

Endtag

AVO: Keep it fresh. Live tobacco-free.

4

Addendum A

THE MOVEMENT
FACT:
• Cigars, cigarillos and little cigars can lead to nicotine addiction and contain toxic, cancercausing chemicals that can cause serious health problems (FDA 2012).
• Many teens underestimate how easy it is to become addicted [to nicotine/cigarettes]
(USDHHS Consumer Booklet 2012, p.4; USDHHS Consumer Booklet 2010, p.5).
• Waterpipe smoking delivers the addictive drug nicotine and many of the same toxic chemicals
that are in cigarette smoke such as carbon monoxide, metals, and carcinogens (CDC 2013;
Cobb et al. 2010; Shihadeh et al. 2015).
TARGET TOBACCO TYPE: Cigarettes; Cigarillos; Hookah
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

Unique groups of teens making their way through
urban streets/areas.

SFX: Beat begins

Quick, cropped cuts inside a warehouse venue;
neon lights, speakers, signage, etc.

We’re making it official.

Panning through a line of energetic teens outside
the venue.

The new wave is taking over. .

Doors open, camera moves through doors with
crowd and fades to black.

We’re too fresh for negativity.

POV: Turning up in middle of crowd.

Too free to be controlled.
SFX: Beat drops

Various event shots

By norms, labels...

5

Addendum A

Event shot. Youth rip down ad posters for
cigarettes, cigarillos, and hookah, respectively.

Or tobacco, in any form.
Cigarettes, cigarillos, hookah?
All cause addiction (USDHHS Consumer
Booklet 2012, p.4; USDHHS Consumer Booklet
2010, p.5; FDA 2012; CDC 2013; Cobb et al.
2010; Shihadeh et al. 2015).

Various event shots

We’re not here to be controlled by tobacco.

Various event shots

‘Cause we set this wave on our terms.

Crowd chanting Fresh Empire.

This is...Fresh Empire.
SFX: Beat drops

Endtag

AVO: Keep it fresh. Live tobacco-free.

6

Addendum A

WAKE UP
FACT:
• Cigarette smoke contains 7,000+ chemicals, many of which are toxic, including more than 70
that can cause cancer (USDHHS Consumer Booklet 2010, p.3; Hecht 2012; Hoffmann et al.
2001; IARC 2004, 2010).
• Cigars, cigarillos and little cigars can lead to nicotine addiction and contain toxic, cancercausing chemicals that can cause serious health problems (FDA 2012).
• Waterpipe smoking delivers the addictive drug nicotine and many of the same toxic chemicals
that are in cigarette smoke such as carbon monoxide, metals, and carcinogens (CDC 2013;
Cobb et al. 2010; Shihadeh et al. 2015).
• Waterpipe smokers are at risk for the same kinds of diseases caused by cigarette smoking
(CDC 2013).
TARGET TOBACCO TYPE: Cigarettes; Cigarillos; Hookah
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

Extreme close-up of influencer, looking down. He
stands amongst a homogenous crowd of nondescript teens wearing similar beige clothing. The
scene is very muted and almost monochromatic.

VO: You asleep?

Influencer looks up, directly into camera and smile.

VO: ‘Cause I’m awake.

Wide overhead shot of the crowd that pans down to
eye level. The influencer walks forward.

VO: Wise to the hustle.

The influencer pushes through the crowd, bumps
shoulders with someone and keeps it moving.

VO: Never lured from this path I was born to
take.

7

Addendum A

Two other teens join in walking in the same
direction as him.

VO: So I kick facts to open eyes. Help ‘em see
the scheme.

As they join the influencer’s side, they take off their
beige outer clothing layer, revealing their unique
style. We hear a whisper, echoing eerily, resonating
through the crowd, “WAKE UP.”

VO: Cigarettes, ‘rillos, hookah… ain’t nothing
changed.

Pan out to see 6 people now walking the same
direction. They all take off their beige jackets,
revealing uniqueness.

VO: The toxins and the cancer they contain
(USDHHS Consumer Booklet 2010, p.3; Hecht
2012; Hoffmann et al. 2001; IARC 2004, 2010;
FDA 2012; CDC 2013; Cobb et al. 2010;
Shihadeh et al. 2015).

Close-up of influencer.
We hear a whisper a little louder, resonating
through the crowd, “WAKE UP.”
10 teens closer together with influencer, making to
the front, their jackets falling behind.

VO: We got too much to strive for,

Pan across group.

VO: To get scammed for our futures.

Group stops and stares at camera (low angle to
swooping drone shot).

VO: Wake up. Live tobacco-free if you want to
run the game.

Endtag

AVO: Keep it fresh. Live tobacco-free.

8

Addendum A

LOYALTY
FACT:
• Many teens underestimate how easy it is to become addicted [to nicotine/cigarettes]
(USDHHS Consumer Booklet 2012, p.4; USDHHS Consumer Booklet 2010, p.5).
TARGET TOBACCO TYPE: Cigarettes
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

Open on a Hispanic teen in a modest home. The
family is trying to get him to sit down and eat, but
he’s on his way out with some equipment. His
mother forces him to take a tinfoil roll of tortillas.

VO: My allegiance is to my family.

Cut to the teen walking out of the house and
walking through a barrio alley.

VO: And to my grind.

Teen nodding to an ice cream cart guy who is
obviously struggling.

VO: Through struggle and fame, I’ll remain loyal
to the positive vibes.

Teen continues through barrio.

VO: My loyalty is a choice, but addiction is not.

His friends are excited to see him.

VO: So when it comes to cigarettes. That’s
negativity I’m definitely not down with.

Teen shows friends his equipment for making the
lowrider bounce.

VO: I’m not going to put my grind on the line for
an addiction that’s tryna’ stop me (USDHHS
Consumer Booklet 2012, p.4; USDHHS
Consumer Booklet 2010, p.5).

The teens go wild as the low rider jumps.

VO: So I stay loyal to building myself up, never
tearing myself down.

9

Addendum A

Endtag

AVO: Keep it fresh. Live tobacco-free.

10

Addendum A

LEVEL UP
FACT:
• Many teens underestimate how easy it is to become addicted [to nicotine/cigarettes]
(USDHHS Consumer Booklet 2012, p.4; USDHHS Consumer Booklet 2010, p.5).
TARGET TOBACCO TYPE: Cigarettes
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

Close up on teen’s eyes. Fast zoom out and pan up
to a stormy sky. Quick whip to next shot.

VO: Level up.

Quick zoom out from hands on a pull-up bar. Quick
pan down- there’s a cluster of cinder blocks
hanging from his legs via chains.

VO: This is what the game was founded on,
wasn’t it? You raise the bar. I jump over it.

Quick zoom through the hole of a cinder block
VO: That top spot is always there for the taking,
you’d better watch over your shoulder. No
legend’s content at the bottom.
Rapper in cypher. Pan to overhead shot- fire shoots
out of mouth and strikes the competition one by
one, turning them to dust.
Producer holding beat machine - quick 360 around
producer with glitches.
Producer is now pounding buttons aggressively.

VO: And your best shot is startin’ that climb
tobacco-free, ‘cause an addiction to cigarettes
is like dumbbells tied to your shoelaces
(USDHHS Consumer Booklet 2012, p.4;
USDHHS Consumer Booklet 2010, p.5).

11

Addendum A

Street dancer in 8-bit, hitting moves that catapult
them up levels (think Donkey Kong)

VO: Levels to this game, you bet there is.

Dancer hits move that shakes a whole in the floor
where the ‘monster’ is standing- monster falls
through.

VO: So shake that dead weight for the cause.
Level Up.

Endtag

AVO: Keep it fresh. Live tobacco-free.

12

Addendum A

THE NOISE
FACT:
• Many teens underestimate how easy it is to become addicted [to nicotine/cigarettes]
(USDHHS Consumer Booklet 2012, p.4; USDHHS Consumer Booklet 2010, p.5).
• More than 1,300 die each day [in the U.S.] because of cigarette use (USDHHS 2014).
• Cigars, cigarillos and little cigars can lead to nicotine addiction and contain toxic, cancercausing chemicals that can cause serious health problems (FDA 2012).
TARGET TOBACCO TYPE: Cigarettes; Cigarillos
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

A teen performs in a space with static projected
behind him.

Teen: When surrounded by noise
SFX: Static noise rises.

The static cuts out like an old TV turning off.

Teen: I focus.
SFX: Static noise suddenly stops.

He is now solo in a spot light.

The music game and it’s odds are stacked
I KNOW this.
It’s a lane for the fittest.
Survival of the realest.
The beautiful struggle I’ll witness.

The static comes back on. In the form of negative
words like “Haters, Doubt, Toxins, Cigarettes,
Shade, Critics, Cigarillos Poisons, Boundaries,
Barriers, Naysayers, Failure, Addiction, Defeated,
Loser, Lies, Drama”

That negative noise?
Real talk can be a LONG list.
The static words begin to crowd his spot light. His

But we focus.

13

Addendum A

spot light gets narrower as the words push in
around him.

Pen to Paper.
Hustle and Grind.
The formula ain’t new.

The static cuts out again like an old TV turning off.

So you better cut through...that noise.

The words “Cigarettes” (with an image of it below)
& “Cigarillos (with an image of it below) &
“Addiction” remain up.

But cigarettes and cigarillos trying to blast us
with addiction?
Literally... trying to choke us (USDHHS
Consumer Booklet 2012, p.4; USDHHS
Consumer Booklet 2010, p.5; USDHHS 2014;
FDA 2012)?

He snaps his fingers and they all disappear. He
stands in a black void with a spotlight on him.

Nah, I cancel out that noise
‘cause I stay… focused.
Endtag

AVO: Keep it fresh. Live tobacco-free.

14

Addendum A

HEAR MY HUSTLE
FACT:
• More than 1,300 die each day [in the U.S.] because of cigarette use (USDHHS 2014).
TARGET TOBACCO TYPE: Cigarettes
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

Darked out room with teen sitting at desk.

Hear me out.

Teen creating a dope beat. Pen beating in slow
motion to normal speed--focusing on the hands.
Beat drops in.
Beat stops, then drops back in.
Beat breaks. Teen stands up and mic drops pen
onto desk and speaks into camera.

My art won’t be silenced. ‘Cause I’ll never be
one of the 1,300 lives tapped out by cigarettes
every day (USDHHS 2014).

Same beat is played back but more produced as
teen walks off camera.

These beats will keep ringin’ out, and bang
louder, ‘cause I live tobacco-free.

Endtag

AVO: Keep it fresh. Live tobacco-free.

15

Addendum A

NO DAYS OFF
FACT:
• Many teens underestimate how easy it is to become addicted [to nicotine/cigarettes]
(USDHHS Consumer Booklet 2012, p.4; USDHHS Consumer Booklet 2010, p.5).
TARGET TOBACCO TYPE: Cigarettes
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

Push in from wide shot of teen walking down the
street with headphones on, looking at his phone. As
we zoom in on his face, music gets louder and we
enter into his world.

VO: You’ll catch me head boppin’, volume
knockin’, glued to my phone.

Pulling out from his face, we see him sitting on the
train observing the environment. Pan around to see
what he’s looking at: unique individuals and their
situations to gather inspiration. (Dancers on one
side, a fashionable commuter, etc.)

VO: Oh, you think I’m just zoning out?

Exits subway steps and stops to stare at a mural.

VO: Think I’m getting distracted? Nope. I’m
studying my CRAFT.

While staring at the mural, he breaks the 4th wall
and looks at camera with a ‘bruh’ face.

VO: Think I smoke cigarettes? Nah, you’re
definitely confused.

It’s nighttime, and now he’s walking into his
apartment building.

VO: So let’s make it clear. I won’t let cigarette’s
addiction stop my grind (USDHHS Consumer
Booklet 2012, p.4; USDHHS Consumer Booklet
2010, p.5).

VO: Nah, I’m getting inspiration for my BRAND.

16

Addendum A

Walks past parents who give him a “Where were
you look?” He gives them a “Hey, it cool” gesture.

VO: Know that when you see me...

Pull out shot from above teen working at desk. Dark
with green light bulb lamp on. We see a piece of art
he’s working on that encompasses the mural,
dancers, bucket drummer, subway, etc.

I’m working on the grind behind the grind.

Endtag

AVO: Keep it fresh. Live tobacco-free.

17

Addendum A

NEVER HELD BACK
FACT:
• Smoking can weaken your immune system and leave you more vulnerable to respiratory
illnesses, like bronchitis and pneumonia (USDHHS Consumer Booklet 2004, p.13; USDHHS
Fact Sheet 2014).
• Smokers generally are much less healthy than nonsmokers. Their overall health is worse, they
need to go to the doctor more often, and they are admitted to the hospital more often (USDHHS
Consumer Booklet 2014, p.16).
• More than 1,300 die each day [in the U.S.] because of cigarette use (USDHHS 2014).
TARGET TOBACCO TYPE: Cigarettes
INSPIRATION VISUALS

SCRIPT:
VISUALS

COPY

Teen walks determined toward the camera.

VO: They say the odds against winning stay
stacked.

Wide shot reveals he is approaching a group of
non-descript adults who are wearing shirts that say
“weak”, “vulnerable”, “haters” “dream killers” etc.

VO: When: "Weak" or “Vulnerable”.
Try to hold me back.

Teen pushes through them. Some try to grab at him
and to shrugs them off and keeps walking forward
determined.

SFX: Music climax
VO: I say GET OFFA ME.

Cut to more teens walking who also push through
the same group of faceless people.

VO: Obstacles to my goals ain’t blockin’ me.

A couple of more teens push through the faceless
people. The teens begin to converge in one

VO: And I push through tobacco when it tries
stopping me.

18

Addendum A

location...walking in unity.
Closeup of scraps of paper with the fact written of
them float in a puddle of murky water. The teens
step on them.
“Smoking WEAKENS your immune system.”
“Smoking can make your more VULNERABLE to
respiratory illness.”

VO: Smoking WEAKENING our bodies?
VULNERABLE to illnesses? Making my health
WORSE (USDHHS Consumer Booklet 2004,
p.13; USDHHS Fact Sheet 2014; USDHHS
Consumer Booklet 2014, p.16)?!
Cigarettes literally tryna put us in a hearse
(USDHHS 2014)?

Wide shot of teens walking and they come to a
stop. The first teen in the opening scene stands in
the middle.

VO: Nah we got places to be.

Close up of the first teen delivering the line to
camera and walks off.

So I say to cigarettes...get offa me.

Endtag

AVO: Keep it fresh. Live tobacco-free.

19

Addendum A