Recent ads created for the
anti-smoking campaign
feature
people with terminal health issues caused
by their addiction to nicotine and cigarettes.
This
strategy embraces fear as the only tactic
to affect
change. This was tried in the
80s when the actor
Yul Brunner made
the PSA about his lung cancer.
Scare tactics don’t
have long-term impact.
Intimidating people
with visions of carcinogenic
horror only
works short term. People block
images
they don't want to remember.
Who
decided that fear works?
Why is there no focus on
the positive aspects
of being smoke free? Why
has this approach
not been tried?
I stopped three years ago
after a three decade
habit, and regained most of my
lung capacity,
my sense
of smell, and have saved $8,000.
My friends say
I look healthier, smell better and
stopped the constant
coughing. Their unwavering
encouragement is what
worked for me. Anti-
smoking advertising should focus at
least some
of their campaign on the personal success of
those
who get smoke free. This alternative approach
would certainly be a breath of fresh air.
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