30.08.12
A second breath
The initial success of the ‘Every Breath’ campaign is set to be repeated through FRESH’s relaunch of adverts aimed to shock smokers into quitting.
By targeting one of the worst areas in the country for smoking, the campaign works to bring people’s attention to the consequences of continuing their habit, for their family as well as themselves.
Shock tactics have often been used to encourage people to stop smoking, but it is an approach with a time-limit on its effectiveness. The graphic visual and text warnings on packets of cigarettes now go largely unnoticed by smokers who do not want to see them.
Using different forms of media can keep the message fresh and ensure the initial impact is sustained by ensuring people cannot easily avoid the unpleasant truth. However awareness cannot be constantly stimulated in this way, as people build up resistance to the new warnings.
As long as success is still evident in smokers setting and keeping to quit dates these campaigns should be thoroughly welcome. But it may be wise to think ahead to when this is no longer the case and what other action could be implemented then.
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