Brand: The Hawaiʻi Tobacco Quitline
Campaign: “End Their Fear”
Agency: Rescue

For native Hawaiians, the stress of protecting their culture and surviving on recently colonized land is a daily struggle. Cigarette smoking has become a common coping mechanism.

The Hawaiʻi Tobacco Quitline came to Rescue in search of an emotionally charged campaign that would speak directly to adult caretakers of young children. Our response? “End Their Fear,” a campaign I ideated based off of my own experience as a child with beloved family members who smoked. End Their Fear reminds adults of the unnecessary worry their smoking can cause kids.

The flagship video focuses on a traditional parent/child relationship, while social media assets extended the message to aunts, uncles, and other adults in the child’s life.