This is not the first time the group has reached out on an anti-smoking campaign, though. For the past several years, the EIF worked on programs like Picture Quitting, an industry-led smoking cessation program, and Hollywood Unfiltered, which educates directors, producers, and the entertainment industry about the negative effects of gratuitous smoking in movies. The PSA campaign is part of the overall Hollywood Unfiltered program, Ketcik said.
For the past seven years, EIF has worked with Griffin Schake, an agency that has experience in anti-smoking campaigns across California, and the agency served as AOR for this particular program, Ketcik said.
The campaign developed to figure out "what kind of efforts can we engage in to reduce the influence of smoking and glamorization of smoking in films?" said Chad Griffin, partner of Griffin Schake.
The major PR push came from a media event held at the Kodak Theater on July 11, the same day the PSAs debuted on DVDs, included appearances from California governor Arnold Schwarzenegger, EIF president and CEO Lisa Paulsen, MPAA chairman and CEO Dan Glickman, and the state Health and Human Services secretary Kim Belshé.
"Really, that was our strategy, to hold that conference and it really made national news," Ketcik said. Media outlets that covered the news included the Wall Street Journal, Associated Press, The New York Times, and Reuters.
The PSAs also highlight the California Department of Public Health's anti-smoking Web site TobaccoFreeCA.com, which offers resources for people across the country looking to stop smoking. The PSAs are available for viewing on the site.