New Smoke Free Movies ad: Half-way won't hack it

This ad, commenting on the fact that smoking in movies is back down to historic lows, is running in Variety and Hollywood Reporter this week.
 
It also makes the point that smoking is shifting to the Independents, which is another reason that individual studio policies are not enough and that we need the R rating.
 

 
See the ad larger and access lots of useful information at http://smokefreemovies.ucsf.edu/sfm-ads/ad-109