American Cancer Society said young people have no sense of their own mortality, so there's no point trying to scare them off cigarettes with ugly scenes of black lungs.
So what do they care about? Stinky breath.
A French film called (ironically) Breathless, provided the romantic setting. A few twists and turns gave it extra buzz.
Client: American Cancer Society
Awards: Emmy nominee, BDA
Clients: Diane Disney Miller, Laura Bridges
Writer/ Director/ Producer: Mara Marich
Media: National broadcast