Production company Durable Goods Director Christina Xing recently helmed a new spot for Quit Partner, an inclusive and free statewide resource to help Minnesotans quit smoking, chewing, and vaping commercial tobacco products. “Keep Quitting” emphasizes relatable moments and situations familiar to people trying to quit and strives to reach disproportionately affected communities. Conceived by marketing agency Haberman, the campaign will be promoted through a mix of video, social, digital display, out-of-home, and print executions.
“Keep Quitting,” which was developed in partnership with community leaders, authentically depicts three diverse individuals, each on their own unique emotional journey to quit smoking, vaping, or chewing. The spot begins with an intimate focus, using hand-held closeup shots to emphasize the often-heavy loneliness of quitting. From there, each one reaches out for support from their families and loved ones, as the colors and lighting grow warmer and more vibrant, and we also see how Quit Partner’s free coaching and medications lend support on those journeys.
Quit Partner will debut the spot across more than 18 community-specific publications and outlets to ensure the campaign is reaching those most affected by commercial tobacco-related disparities.
“Even with adult commercial tobacco use on the decline in Minnesota, Quit Partner understands that quitting nicotine is hard work,” said Brian Wachtler, president of Haberman. “We made an intentional effort to showcase this difficulty and balance it with storytelling that shows the strength and resolve of those who have committed to ‘keep quitting.’ Our hope is that this campaign can make a big difference and direct people using commercial tobacco to the support they need to quit for good.”
Bringing her penchant for cinematic, performance-driven filmmaking, Xing set out to convey characters who felt authentic and relatable to the audience, while highlighting the support systems Quit Partner offers.
“It’s really important for my work to be honest and compassionate to the world we live in,” concluded Xing. “Having known a lot of people who have tried to quit smoking, I immediately connected deeply with this campaign. I wanted to present characters that felt like people we all know and love. Arcs some of us have seen or lived. Quitting smoking is hard, and this is a celebration of everyone who’s been through it or is currently going through it.”
Client: Quit Partner
Ad Agency: Haberman
Production Company: Durable Goods
Director: Christina Xing
DP: Scott Siracusano
Executive Producer: Rebecca Wray
Managing Director: Hani Selim
Producer: Michael Tabor
Production Designer: Mark Wojahn
About Durable Goods
Teaming talent with ideas, Durable Goods produces broadcast, digital, and branded content for some of the world’s biggest brands. Its roster of forward-thinking and innovative creators has partnered with the likes of PepsiCo, Toyota, Snapchat, Vans, Levi’s, and American Airlines, among many others, to develop and elevate great content. Durable means enduring, long-lasting, and resilient, a spirit the team brings to every story they tell and the relationships they build. Because how they get there matters just as much as the idea itself. www.durablegoods.tv
About Quit Partner
Quit Partner is Minnesota’s family of free programs for Minnesota residents who use any form of commercial tobacco, including cigarettes, e-cigarettes/vapes and chew. Support includes personalized coaching, email and text support, educational materials and quit medication (nicotine patches, gum or lozenges) delivered by mail. Quit Partner has specialized programs for people living with mental illnesses or substance use disorders, pregnant and post-partum people, American Indian communities, and youth under the age of 18. Learn more at www.QuitPartnerMN.com.
Haberman is a marketing communications agency with a clearly defined mission: to tell the stories of pioneers who are making a difference in the world. Storytelling unites everything the agency does — from strategic planning to creative execution — across all channels including branding, advertising, public relations, digital, social media and experiential. Haberman specializes in helping pioneers in a variety of industries, including food, agriculture, health and wellness. As modern storytellers, Haberman helps organizations grow, inspire engagement and drive positive social change. www.modernstorytellers.com