Interactive Anti-Smoking Ads that get sick of you smoking.  

Anti-Smoking Campaigns have always been an action and reaction style process. You threaten the lives of smokers, or the lives of unborn babies or bystanders.. Society reactions – it’s become a point where now that over bearing message of blood cloths, oncology wards and lost loves ones has set in and no single consumer hasn’t aware of the health hazards. So I developed a more off beat way of still discussing this process of giving up cigarette smoking – but with a socially based ultimatum rather than focusing entirely on smoker health. 

Ambient Print Advertisement Campaign

What is different to other Anti-smoking campaigns – 

You see the groups of smokers outside of commercial buildings and hospitality areas like bars and restaurants, where they are now restricted in most of the western world now to smoking in these designated areas. The opportunity lies in taking advantage of the time someone spends in this position smoking their cigarette – pondering and star gazing. It’s a extended time period to communicate the message. This campaign does it require purchasing of advertising shells and television commercials in order to send our message. 

Basic Concept Layout – 

We set up life sized billboards photos of unhealthy and unhappy actors with cigarettes in there hands – bunched up together like a herd of scared animals in a slaughterhouse. The message we are trying to convey is that these ‘smokers’  are the last of their species, not that they dying from smoking, but rather giving it up and moving on. 

Where they literally would be perceived as the last remaining of their species (not really, but works being animalistic relevant with climate change and extinction marketing of tactics). 

Why it would work? 

Instead of being printed on high detail paper or matt, we only used low end glossed poster paper, the same you see on band posters on the side of the road that deteriorates quickly.. But this is the catch, and is used to our advantage. These advertisement will be printed on a nearly life scale size mirror, where if you have having a cigarette, it feels like you are either looking into a mirror or these people are in the advertisement are their with you sharing the same air. Like any crappy advertisement like this, you will have certain people who will likely graffiti or try destroy these ads.. Which comes to our advantage.. The more rundown the ads look, the more they look as though they come from a previous generation where they have been left behind, and even the notion of ‘quiting smoking’ as gone out of fashion. 

The end game – 

Seeing the majority of these people will pass these areas, or go down for a cigarette in these position any time as much as multiple times a day to weekly. We will go and reprint the same advertisement up, only every reprint, one of the people in the advertisement goes missing every republication. It’s pushing this notion – that don’t get left behind in quitting smoking. The caption of the advertisement reads ‘Cigarette Smokers – The Dying Breed’. it takes an open consumer imagination to understand they are either referring to people being killed or made sick by smoking, OR the smokers who have left smoking behind to seek help and get better. All that remains at the end of the campaign is the cigarette butts on the floor of what used to be a proud herd has become extinct. And unlike other campaigns that would instantly loose the message once the paper deteriorates, now doubles to further push the idea, that smokers died out here a long time ago.. Just like those feminist or unclean energy advertisements you see now, and believe ‘wow, I can’t believe how distorted my view was to think I treat myself… women… or the planet like that”.

Utimately – smokers see the damage its doing, in real time. You can measurably see the impact smoking is having, where people in real time are too slow to react.