Tobacco Cessation Campaign Targets Latin America.

The American Cancer Society has taken great measures to inform the United States on the dangers of smoking and is now expanding this outreach to Latin American countries through television spots featuring Argentine athlete and San Antonio Spur, Manu Ginobili.

Developed by San Antonio based Creative Civilization – An Aguilar / Girard Agency, the spots will be broadcast on ESPN International in more than 45 countries throughout Mexico, South America, Central America and the Caribbean. The spots will also be broadcast in the United States in both English and Spanish.

While the dangers and complications of smoking do not discriminate from one continent to the next, the attitudes and cultural sensitivity towards smoking are notably different throughout the world. Smoking is not as sensitive a social issue in Latin America as it is in the United States. People in Latin American countries can be found smoking in restaurants, elevators and crowded buses or trains.

An empty soccer field, a deserted running track, a desolate baseball field and an abandoned basketball court feature a world of sports without athletes which relays the message that smoking prevents you from living a healthy, active lifestyle and can ultimately kill you.

While the sports team can replace a team member, Ginobili reminds viewers about the irreplaceable value of life to that person’s family if they die as a result of smoking. Last year, 150,000 Latin Americans died as a result of smoking cigarettes.

“Our agency is proud and passionate about communicating this health campaign throughout Latin America and the United States,” said Gisela Girard, president and chief operating officer of Creative Civilization. “This is a unique opportunity and we are happy to utilize our own San Antonio Spur, Manu Ginobili.”