Duncan Channon Launches UNDO Campaign Amplifying Diverse Voices in the Fight Against Big Tobacco

As a part of its ongoing partnership with the California Tobacco Prevention Program (CTPP), a program of the California Department of Public Health (CDPH) publicly known as UNDO, Duncan Channon has launched "Exhale," a campaign that spotlights the power of diverse voices in the ongoing battle against Big Tobacco. 

Since UNDO’s launch in 1989, California has achieved the lowest youth vaping rate in the U.S., reduced the adult smoking rate by more than 60%, decreased lung cancer rates by 43%, and saved over one million lives. But the fight is not over. Big Tobacco remains an urgent public health concern, especially among populations aggressively targeted by Big Tobacco, such as young adults and marginalised communities. "Exhale" is a powerful reminder that change is not only possible, but is already happening.

Launched on August 19th, the campaign tells personal stories from a diverse array of Californians, capturing different viewpoints and experiences of those who are trying to make a change. UNDO and Duncan Channon conducted an exhaustive search across the state, uncovering voices that are often marginalised or overlooked. This commitment to inclusivity led to the filming of stories in four different languages, capturing the rich tapestry of California’s multicultural landscape.

In order to get the most authentic moments with their cast, the production team kept their footprint extremely small. The spots were filmed in remote locations and it wasn't uncommon for the conversations to be unsupervised, allowing the cast to feel fully comfortable to open up and share their stories.

"Exhale" features nine different unscripted films, each telling the story of individuals who have taken a stand against the tobacco industry. From Maria, a corner store owner who refuses to sell vapes to protect the children in her community, to Tran, a legacy restaurant owner who recalls how the 1995 smoking ban drove out the stench of cigarettes and ushered in the fragrance of fantastic food—each story brings a unique perspective to the fight against Big Tobacco. 

Keenan Abercrombia, a father, chef, and member of community collective Compton Cowboys, hopes that his work with the campaign helps put an end to generations of family nicotine addiction after losing his mom to a tobacco-related illness.

"The UNDO project and its messaging provides important awareness of a critical issue in our society, and gives individuals a choice to change the future of their families, both personally and generationally,” said Keenan.

In a rare opportunity, UNDO and Duncan Channon were granted access to film in Yurok Country, home to California’s largest Native American Tribe. This allowed the team to bring forward the voices of the tribe who have long resisted the cultural appropriation of tobacco by the industry. This part of the campaign speaks to the deep historical wounds inflicted by Big Tobacco and the ongoing efforts to reclaim and protect what is sacred.

"I don't think there was anyone involved with this production that didn't leave profoundly moved by the access we had to these incredible stories and glimpses into such diversity of lives. From the Compton Cowboys to virgin coastal redwood forests with members of the Yurok -- and everything in between -- we saw such breadth of life experiences and moments of triumph. I think it changed us all,” said Anne-Elisco Lemme of Duncan Channon, executive creative director for the project.

Directed by Swedish filmmaker Clara Tägtström of RSA Films, the campaign’s authenticity is further enriched by its use of documentary-style photography from Mexican-American photographer María del Rio. Known for her work in fashion photography, del Rio was drawn to this project by its mission to showcase the real stories of those who are leading the charge against tobacco.

"Exhale" will be brought to life across a variety of media channels, including TV, radio, social media, and digital platforms. The campaign will debut with two anthem spots and two individual stories in broadcast TV, with additional content rolling out in radio, social, digital and OOH formats.