In light of the warning in the 2006 Surgeon General's report that no level of exposure to secondhand smoke is safe, Legacy and the Ad Council reinvigorated the public service campaign Don't Pass Gas, to attract the public's attention with humor and educate people about the dangers of secondhand smoke.

The primary goal of Don't Pass Gas is to motivate parents to create smoke-free environments for their families. To capture their attention and accomplish this goal, Legacy and the Ad Council worked with first-time commercial director Jason Alexander, who audiences recognize as George Costanza on the TV show Seinfeld. The PSAs, entitled Dinner and Movie, focus on family members or friends wanting to step away to “pass gas.” The audience learns that the “gas” actually is secondhand smoke. The campaign also features radio PSAs, and a Web site offering action steps and background information.

Results show that audiences are hearing the message: PSAs have aired in cities across the nation, and to date more than 18,000 unique viewers have visited the www.DontPassGas.com Web site. In addition, Don't Pass Gas stories have appeared in media outlets including CNN Radio.

This presentation will outline the approach used in creating this campaign, elements that make a PSA effective and pointers communicating about secondhand smoke. In addition, all session attendees will receive copies of the PSAs to use in their local communities for broadcast or educational sessions or at hospitals, doctor's offices or special events.