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January 5, 2006 Keefer’s Is Making a Difference 29 Months Ahead of Schedule Every day eight people in Illinois die from secondhand smoke. To help fight that, the Chicago City Council passed a new ordinance, which prohibits all smoking in bars and restaurants by July 1st, 2008. Believing that another thirty months of secondhand smoke is too long a time to breathe in, Keefer’s Steak and Seafood restaurant is going smoke-free twenty–nine months ahead of schedule, even if it means that they will be sacrificing an important segment of their customer base. To visualize how passionate Keefer’s is in taking up the fight against secondhand smoke, the new commercial focuses on a cigarette over a timeline. As the timeline progresses from the date of the city council passing the smoke-free ordinance to the final deadline two and a half years later, a cigarette begins to burn. As it passes over various dates, the timeline information takes on the ember colors of an unusually long ash as it burns down. The official announcement from the Keefer and the deCastro families states “In the interest of health of our guests and staff, Keefer’s Restaurant and bar will be smoke–free beginning January 16th, 2006. This message will be reinforced by signage on-site. To reinforce their commitment to the health of their customers and staff, the new “Why Wait?” 30TV campaign will begin airing the week of January 9th, 2006 on CNN, CNBC, ESPN, MSNBC, Fox News Channel, and Headline News.
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