PA Department of Health's Web videos follow 4 smokers as they try to kick the habit

AN UP-TEMPO musical tune and text graphics fade to a 5 months' pregnant, 20-year-old woman sitting on benches of a bus stop in south side Pittsburgh.

She is on the way to Magee-Womens Hospital for a routine pregnancy checkup.

When she arrives she learns the only complication standing between her and the delivery of a healthy baby is her addiction to cigarettes.

No, this isn't the latest episode of MTV's "Teen Mom" series.

It's a scene from a new anti-smoking campaign.

Funded by the Pennsylvania Department of Health, the campaign, which combines video narratives with social media, presents the decision to quit as a process. It's a change from the scripted commercials usually associated with public service advertising.

The mini documentaries are called "Breathing Room." They share the story of four young African-Americans struggling with the stresses of life while trying to give up smoking.

Executive producer Moshe Simpson said the documentary concept developed after focus groups of young African-Americans said current anti-smoking campaigns weren't "authentic."

The producers sent out casting calls around Philadelphia and Pittsburgh for young smokers trying to quit and willing to share their stories with the world.

"We looked for personality, but most importantly those who genuinely wanted to quit smoking," said senior copywriter Randy Malone.

The cast consists of two men and two women - Anthony, 22; "G," 24; Sadeyah, 28; and Jordan, 22. All picked up cigarettes for different reasons, including stress after a family member's death and fitting in at happy hour with smoking friends.

The cameras had a full-access pass to the participants' work, home and social life. During the 10 episodes - which you can see at www.Breathingroom.tv - you see private counseling sessions with a therapist, and attempts to replace smoking with other activities.

For example, Philadelphian Sadeyah, a smoker for more than eight years, trades smoking for reading and gym workouts. Philadelphian Anthony, who started smoking at 14, substitutes singing and writing rap lyrics to reduce his cigarette habit.

The cameras captured the young adults in unguarded moments, including "G" lighting up immediately after waking up and deliberately skipping one of his therapy appointments.

"You see a lot of smoking, which is new and different for an anti-smoking campaign," said Simpson.

By capturing the smokers in the act, the films show the degree of their addiction and creates the authenticity the filmmakers wanted to achieve.

Getting the word out about the campaign is also nontraditional. The documentary is advertised through 60-second movie trailers in United Artists Theaters in West Philadelphia and Harrisburg, posters in convenience stores in North and South Philadelphia, billboards along Spring Garden Street, and through social media sites.

The reality TV feel of the campaign is proving successful. "People are drawn by the entertainment value but stay connected by what they can learn. It's very much like reality TV, except it's really reality," said Simpson.

Duane Jones, 29, watched "Breathing Room" twice and said the series captures the "true struggle of a smoker trying to quit."

The Philadelphia native started smoking at age 16 and currently smokes a pack a day.

After watching the film, he is trying to quit again, although he admits he's been unsuccessful. He blames stress. "One day everything can be good but then the next day everything can be bad."

Even though he hasn't been able to quit, he thinks the "Breathing Room" documentary carries a powerful message because of its "realness."

Jones works with The Youth Health Empowerment Project (YHEP), a community-based health and leadership development program for high-risk youth ages 13-24.

Last month teens gathered at YHEP's center for a screening of "Breathing Room." Jones wasn't surprised the film touched the teens. "They could really relate to what was being said on the movie because it was similar to looking in a mirror. A couple of people went to computers and watched it again," he said.

His appreciation of the film encouraged him to become a fan on the "Breathing Room" Facebook page, which means he displays its logo on his profile page.

Christian Stewart, 17, is another Facebook fan. He started smoking at age 12 when a friend offered him a cigarette while they were on their way home from school.

"I thought we were cool at the time. I was like the high-schoolers," he said.

Five years and dozens of packs later, he is ready for a change and credits his mother and "Breathing Room."

"I didn't want to watch it at first, but I wanted to make my mom happy. I am glad I did," he said. "I don't want to find myself in the same position like some people in the movie. It's like smoking made their life awful."

He said the movie made him feel uncomfortable about his habit. "It made me think about what I want for the future and smoking isn't it."

When he finally quits completely - he's already cut back - his next goal is to find the friend who offered him the cigarette and encourage him to quit, too.

"It's just the right thing to do," he said. "I think all he needs is a little push."

Simpson hopes social networking will raise the profile of "Breathing Room."

" 'Breathing Room' redefines what success is. There is a terrain you have to travel to go from a smoker to a nonsmoker. Quitting is a process and you should be proud of any victories you are able to achieve by becoming tobacco-free."

Go to www.Breathingroom.tv to watch the documentary and learn more information about the cast.