As long as smokers continue to inhale, the campaigns against tar will never cease. Advertisers and NGOs have the task of continuously rolling new ideas to get the message into people’s thick and damaged head.
They have targeted our stomach (note the gruesome images of damaged lungs), our guilty conscience (note the sick child from second hand smoke) and the fear in our minds (note: you will die/ lose family/ turn into a worthless zucchini soon).
There is so much of this blown into our face, that we now wave the message past us like a bad smell. It may be slelective hearing, or the fact that excessive coughing from smoking hinders hearing capacity. One way to combat this ear non-utilization is outdoor media encouraging interaction.
It is easy to ignore a picture on a box, but a life-size lung cigarette lighter will leave some remnants in the brain. Agency Six Inches Communication have executed this very well.
The fact that shops already have a device to light cigarettes, gives it greater substance. They have contaminated a normal smoker’s habit . You can just imagine a smoker casually moving to light his cigarette as per usual. To his shock he has killed human lungs.
My only question is whether cigarette shops will agree to changing their coil of rope for dying lungs. Perhaps not so good for sales? Or maybe they see it as aiding greater publicity for their shop. People will flock to view the lungs die. And packets will sell so they can all have a turn.
Advertising Agency: Six Inches Communication, Mumbai, India
Creative Directors: Pravin Shah, Sanjay S
Art Director: Rutul Mistry
Visualizer: Sachin Rane
Copywriter: Amogh Kate
Photographer: Nikhil Idurkar
Account Executive: Cheryl Britto