Urges Smoke-Free R.I. Workplaces
June 18, 2003
By Kristen Rountree
BOSTON—The Fenton Group pushes citizen involvement
in its first ads for the American Cancer Society's "Campaign
for a Healthy Rhode Island."
Print, outdoor and radio ads encourage Rhode Islanders to
contact their state legislators and ask them to support a
bill that would ban smoking in all workplaces, including restaurants
One print ad shows a closeup of a waitress behind a coffee
counter. "Smoke-free workplaces. It's the opportunity
of a lifetime," reads the headline. Further text encourages
readers to contact their state legislators and ask them to
support a smoke-free workplace. The tag: "You should
not have to choose between your health and your job."
The print is running as a full-page ad in daily and weekly
newspapers across the state. The same waitress appears in
three other print executions, as well as on billboards that
read, "Everyone deserves a smoke-free workplace."
Those messages are running along Route 95 throughout the state.
"The waitress is the most sympathetic expression of
the plight of workers who are subject to smoking, but are
forced to choose between their health and their job,"
said Josh Fenton, principal of the Providence,R.I., agency.
Radio ads describing the perils of working where people smoke
are also in the mix. Campaign spending was not disclosed but
is likely in the six figures.