If you’ve seen them, you can’t forget them. The tips Terrie has for getting ready in the morning. How she suggests recording your voice so your grandkids can know how your voice used to sound; Michale, who is trying to figure out how to tell his grandsons that he won’t be around much longer; Marie and Brandon’s stories about having to amputate fingers, toes and complete extremities due to Buerger’s disease.
All of them have these tips and stories because they were smokers.
These videos from the CDC’s anti-smoking campaign, Tips From Former Smokers, certainly got my attention. I remember when I first saw Terrie’s video about how she first has to put in her teeth, then puts on her wig, and finally her hands-free device, simply to get ready in the morning… I was frozen in my seat. The spot was so uncomfortable to watch but I couldn’t look away. The CDC’s fear-based messaging certainly got my attention.
Then I stumbled upon three very odd anti-smoking spots that are quite the 180 from the CDC’s tactic. The Wyoming Department of Health hired the Denver agency of Sukle Advertising & Design for their humors approach to encourage people to quit smoking.
I’m curious as to which tactic better resonates with the target to get them to change their behavior.