Ronaldo Martinez Anti-Smoking Campaign

Remember Ronaldo Martinez? He was featured in a slew of anti-smoking commercials around 2000. The spots showed Ronaldo’s life after he had his voice box removed from throat cancer caused by smoking. Ronaldo on Wikipedia

We decided to follow up with Ronaldo for a new anti-smoking campaign with the NYC Department of Health. We didn’t expect it to be so hard. It took Laura months, and a couple hundred phone calls, to track him down. He’d been living in Puerto Rico, then moved back to the Bronx, but finally we found him and recorded some powerful spots in our photo studio.

The Department of Health let us create an online anti-smoking send-a-message that people could pass on to people they love who smoke. Hearing Ronaldo confront you about quitting directly is a very powerful message indeed.

Our Print Ads

 

Our Interactive Web Campaign

A first for the NYC Department of Health, we created an interactive send-a-message campaign to encourage people to pass on an anti-smoking message to people that they care about.