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.