Californians Called on to Create the Next Anti-Tobacco TV Ad

State Launches Video Contest Calling on Public to "Be a Reel Hero" and Help Save Lives

LOS ANGELES, CA--(Marketwire - October 26, 2007) - The California Department of Public Health launched the "Be a Reel Hero" video contest today, asking Californians to create its next great anti-tobacco TV commercial. The contest invites all creative Californians to use their talent to save lives by producing a compelling 30 second video that communicates California's anti-smoking message. This is the first video contest of its kind for the state, which is looking for a commercial that will join the ranks of other groundbreaking advertising produced by California's anti-smoking program. The grand prize winner's submission will air on TV in California in the Spring of 2008.

This video contest gives Californians the opportunity to showcase creative talents and have a real impact on the lives of all Californians. The California anti-smoking media campaign has been recognized around the world for its effectiveness and has served as a model for other anti-smoking programs.

The public will help determine the grand prize winner by visiting the contest's home site, and voting for their favorite entry. Entrants are encouraged to submit their commercial early, as entries could be featured on California's anti-smoking Web site,, as well as the contest's site. Submissions must be received by December 17, 2007.

For more information about the video contest, please visit