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