In “Tobacco Downs”, a horse race announcer tells the story of a smoker’s journey from the moment they begin smoking to the day they die. By naming the horses after different consequences that result from smoking, we could tell a riveting, fast-paced and insightful story that keeps the listener enthralled and drive them to learn more about the dangers of tobacco.

Tobacco companies need to replace the 1,300 people who die each day from tobacco-related diseases. How do they do it? By targeting youth. It’s the best way to recruit new smokers.

Of course, everyone knows that smoking can cause serious health risks... eventually. But to teens, eventually might as well be never. We needed to communicate the facts about tobacco in a way that reminded teens that what they do now affects them NOW.

The urgent style of the announcer is typical of horse race announcers in the United States. Additionally, the names of horses in the race are usually very creative and often strange (ex. Seabiscuit, Maythehorsebewithyou, Passing Wind, Geespot, etc)

TOBACCO DOWNS :60

SFX: HORN

ANNCR: Welcome to the 3rd race at Tobacco Downs. They’re in the gate and… they’re off!

Jumping out to the lead is smoking is cool with everyone is doing it close behind second!

Smoking is cool and everyone is doing it!

Here comes Like kissing an ashtray, followed by social outcast!

Smoking is cool falling off quickly!

Like kissing an ashtray to take the lead from everyone is doing it!

Here comes I can quit anytime, with social outcast and Nicotine’s bitch!

Down the back stretch Nicotine’s bitch moving out to the front of I can quit anytime!

Moving up on the outside is you should really see a doctor about that!

It’s you should really see a doctor about that, followed by erectile disfunction and smoking alone in the rain!

Erectile disfunction challenging for second moving on the top of the stretch!

Passing on the inside is I have some bad news to take the lead! Followed by Did you say cancer?, and But I’m only 25! with Chemotherapy!

I have some bad news and Did you say cancer?, neck and neck, nose and nose for the lead!

And down the stretch they come!

I have some bad news is pulling away from Did you say cancer? to win by a length!

with Chemotherapy and but I’m only 25!

VO: When it comes to smoking, nobody wins.

SFX: TFF Mnemonic

VO: Get the facts at thefactsnow.com brought to you by Tobacco Free Florida