Humor or Scare Tactics?

Share This Post

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.
If you were/are in a smokers’ shoes, would you be more likely to listen to Terrie, Michael, Marie and Brandon or be informed about Free Gum, Free Patches or how you might Need Someone?

More To Explore

C360 The Ad Truth Is Out There

Truth in Advertising

The year was 1909. The US Army bought the first military aircraft from the Wright Brothers, Sigmund Freud lectured in NYC, and the Manhattan Bridge

Contact Us

  • This field is for validation purposes and should be left unchanged.

Chaney Given

Chaney is a talented and accomplished designer and illustrator, who has expanded his skill set to include motion graphics and video editing. With nearly a decade of experience, his client work includes Waterstep, Baptist Health, the Archdiocese of Louisville Catholic Schools, First Harrison Bank, and many more