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New Ads Show How QUITPLAN(R) Services Will Help Get the Monkey Off Smokers' Backs

Wednesday, December 24, 2008 General News J E 4
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MINNEAPOLIS, Dec. 23 A new television spot and advertisingcampaign from QUITPLAN Services will launch December 29, just in time forMinnesota smokers who want to quit in 2009. Created by ClearWay Minnesota(SM),QUITPLAN Services provide free professional counseling for Minnesotans lookingto quit smoking. The new campaign will focus on getting the "monkey" of asmoking addiction off one's back. Campaign elements will include statewidetelevision, radio, online, and bus and truck sides.

(Logo: http://www.newscom.com/cgi-bin/prnh/20081223/AQTU043LOGO)

The ads, created by Minneapolis agency Clarity Coverdale Fury, use aunique blend of live action and animation to realize the metaphor of themonkey on the smoker's back. The television ad features a pack of cigarettesthat tempt a smoker by morphing into iconic cigarette marketing images, whichthen change into a monkey that jumps on the smoker's back. Ultimately, themonkey falls harmlessly off, as the smoker contacts QUITPLAN Services.

"We know that the majority of Minnesotans who smoke want to quit and havetried to get that monkey off their back without success," said DavidWilloughby, Chief Executive Officer of ClearWay Minnesota. "Our new campaignplays into that struggle with smoking and offers hope to successfully quit forthe New Year. We want to encourage Minnesotans to use the proven tools ofQUITPLAN Services to quit tobacco and live healthier in 2009."

The animation and video is provided by Superfad, a production company thatshot the ads in Minneapolis. To view the ad online before it goes live, visitclearwaymn.org.

In addition to being unhealthy for the smoker, tobacco use takes its tollon all Minnesotans. Each year, 5,600 Minnesotans die from tobacco-relateddiseases, and the cost of smoking is estimated to be $2 billion in directhealth care costs. Minnesotans can find out about all the free help to quitsmoking through QUITPLAN Services by visiting quitplan.com or calling 1-888-354-PLAN (7526).

QUITPLAN(R) Services for Minnesotans include:

-- The QUITPLAN(R) Helpline -- The QUITPLAN Helpline, 1-888-354-PLAN,offers telephone counseling and free nicotine patches, lozenges or gum toeligible callers.

-- quitplan.com -- The website offers free lifetime membership, helpfulquitting tools and activities, and the chance to connect online with thousandsof others who have chosen to quit tobacco.

-- QUITPLAN(R) Centers -- QUITPLAN Centers provide in-person counseling ina healthcare setting, as well as access to nicotine patches, lozenges or gum.

-- Community-Tailored QUITPLAN(R) Centers -- A combination of stop-smokingtools and culturally-tailored counseling for communities of color.

-- QUITPLAN(R) at Work -- The QUITPLAN at Work program offers free on-siteprofessional group counseling for eligible businesses with at least eightemployees ready to stop smoking.

About ClearWay Minnesota(SM)

ClearWay Minnesota is an independent, non-profit organization thatimproves the health of Minnesotans by reducing the harm caused by tobacco.ClearWay Minnesota serves Minnesota through its grant-making program,QUITPLAN(R) stop-smoking services and statewide outreach activities. It isfunded with 3 percent of the state's 1998 tobacco settlement. For moreinformation on ClearWay Minnesota or QUITPLAN Services, call 952-767-1400 orvisit clearwaymn.org.

Contact: Mike SheldonCommunications Manager (952) 767-1425

SOURCE ClearWay Minnesota
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