The Truth about Anti-Smoking Campaigns
By Courtney Cormier
Get a closer look at Anti-Smoking Campaigns
U.S. Campaign
• Focused on the short comings of big tobacco companies and used their own words against them.
• TheTruth.com uses Web, print and television to get its message across.• In 2006, the ads took on an urban overtone, utilizing both the Internet
address and the slang term 'whudafxup'• In 2008, the television ads have taken on a new tone. The commercials
will start off in a manner consistent with the 2006 ads, but then quickly delve into an upbeat song-and-dance number that states that the truth may be too hard on the tobacco companies
• In 2009, the television commercials changed once again. The commercials all have one job interviewer who asks people questions about their willingness to take a job selling products having harmful or lethal effects on customers.
U.K Campaign
• Ran March 2002- June 2004• Aim: To encourage smokers to stop smoking
and highlight the support available to them.• 3 Phases to the Campaign • Effective Commercials
Australia Campaign
• key goals are to:• Reduce smoking prevalence by: - encouraging
and assisting smokers to quit - preventing uptake of smoking
• Eliminate harmful exposure to tobacco smoke among non-smokers.
• Effective Commercials
Differences
• America vs. UK
• UK vs. Australia
• Australia vs. America
Applying Themes
• Cyberspace
• Reasoned Action
• International
What Can YOU do to Support the Fight Against smoking
Join the world on May 31st and take a stand against smoking