The California Dept. of Public Health offers film makers a chance to get off their butts by submitting short films designed to get the general public off their butts: Be A Reel Hero.

All creative Californians are called to produce a compelling 30 second video that communicates California's anti-smoking message. The grand prize winner will air on TV in California in spring 2008.

The anti-tobacco commercial should focus one or more:

Motivate people to quit smoking and/or not start.

Educate about the negative impacts of secondhand smoke.

Counter tobacco industry marketing, which promotes smoking as a glamorous and independent activity.

And that's the tricky part, as submissions can't include any "smoking cues".