Historic Anti-Smoking Agreement Among All Major Hollywood Studios Brokered by Entertainment Industry Foundation
July 10, 2008
Earlier today, Griffin|Schake’s client, the Entertainment Industry Foundation (EIF), announced that the six major movie studios will include anti-smoking public service announcements produced by the California Health and Human Services Agency on millions of youth-rated DVDs of motion pictures that include scenes with tobacco use.
Governor Schwarzenegger and Motion Picture Association of America President Dan Glickman joined EIF President and CEO Lisa Paulsen to announce this unprecedented partnership.
Read Variety’s coverage of the announcement here.
Through this campaign, Paramount Pictures, Sony Pictures Entertainment, Twentieth Century Fox, Universal Pictures, Walt Disney Company and Warner Bros. will place California’s anti-smoking public service announcements in the opening minutes of DVDs of all new movies with tobacco use that are rated G, PG and PG-13. This is an important component of the studios’ continued effort to reduce and mitigate the depiction of smoking in movies.
Working with Griffin|Schake, EIF brought the State of California and the Hollywood studios together, negotiated the agreement, and handled the production details to make this first-of-its-kind initiative a reality.
“The State of California is a great partner, having produced some of the most successful anti-smoking public service announcements. California’s Tobacco Control Program PSAs have helped the state achieve some of the lowest adult and teen smoking rates in the country,” said EIF President and CEO Lisa Paulsen. “We’re proud to have played a role in bringing the state and all the studios together.”
At the end of each 30-second PSA, viewers are directed to www.TobaccoFreeCA.com, for information on the dangers of smoking and for help in quitting and helping others quit. Resources are available in all 50 states. The PSAs were developed by the state’s Tobacco Control Program, which is operated by the California Department of Public Health, one of 12 departments in the California Health and Human Services Agency.
Watch the anti-smoking PSA “Icons” here: Anti-Smoking PSA \"Icons\"
