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 Minneapolis 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 stop smoking, vaping, or chewing. The spot begins with an intimate focus, using hand-held closeup shots to emphasize the often-heavy loneliness of stopping. 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.
The organization 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.
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“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.”
CREDITS:
CLIENT: Quit Partner
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
