This iconic PSA helped 1 million people quit smoking. The CDC just killed it

"Launched in 2012, the "Tips From Former Smokers" public service announcements featured testimonials from real-life former smokers who shared their personal experiences. Their heartfelt calls to action encouraged viewers that they could quit too, like the message from Terrie, a North Carolina woman who spoke with the assistance of an electronic voice box. The former smokers in the PSAs opened up about health issues that resulted from years of smoking: cancer, gum disease, heart disease, HIV complications, and stroke. They were convincing."

"The first ads in the series aired for just four months, at a cost of $48 million, but they had a high return on investment. The CDC says about 1 million people successfully quit because of the campaign, making its cost only $480 per smoker who quit. The campaign was estimated to have saved $7.3 billion in healthcare sector costs and prevented 129,100 premature deaths by 2018."

"The ads are also popular. An August Ipsos poll found 72% of Americans believe "television, online, and print advertisements aimed at reducing smoking or encouraging people to quit smoking are important," though that varies by party affiliation. Democrats (82%) and Republicans (71%) are more likely to say they're important than independents (67%). Still, a majority of those polled in each party agreed that such advertisements are important."

Smoking remains the leading cause of preventable death in the U.S. The CDC's "Tips From Former Smokers" ad campaign will stop airing at the end of September because of a reorganization that eliminates or reassigns the agency's chronic disease work; the CDC did not respond to a request for comment. The campaign, launched in 2012, used real former smokers' testimonials about severe health consequences to encourage quitting. The initial four-month run cost $48 million, is credited with about 1 million quits, $7.3 billion in healthcare savings, and preventing 129,100 premature deaths by 2018, and enjoys broad public support.

Read at Fast Company