Studies by the American Cancer Society has shown a decline in the past decade for new cancer diagnoses at about 2% per year in men. Lung cancer rate has decreased in every ethnicity, however lung cancer rates specifically among Asian American males in New York City has grown a staggering 70% over 15 years from 2000-2014.

The challenge is cultural and not just language. The issue deals with identity and perception, masculinity and pride, alongside a downplay of health that poses a greater challenge. Campaigns have failed previously as the demographic has seen it attempted by way of cultural appropriation, without real connection to the individuals. This PSA signifies elements that matter to Asian American males -- family, legacy, and how smoking affects their loved ones.

The PSA features snippets from actual teenagers reading from their heartfelt letters to smokers in their family, with visual scenes recreated to drive the point home.