Our challenge was to encourage low-income smokers to give up cigarettes during what may be the most stressful time in recent history. To urge these smokers to consider quitting without triggering a defensive reaction, we stepped aside and let them convince themselves. This series of documentary spots shot by Pulitzer Prize-winning documentarian David Turnley follows real current smokers as they read aloud Dear Me letters they’ve written to themselves about how they feel about their habit. The spots sign off with the line, “No one can make me quit but me.”