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US puts the frighteners on in anti-smoking campaign

The last time the UK Department of Health tried to put the frighteners on smokers with a television advertising campaign, it got into trouble with the Advertising Standards Authority.

Apparently, this 2009 ad was much too scary for children. And could, in the future, be screened only after 7.30 in the evening:

That scary. Makes you wonder what the ASA would think of the following campaign, which has just broken in the United States:

Gruesome is the word that comes to mind. Enough to give small children nightmares for months, if not years, to come. It’s just one execution from a $54m (about £35m) multimedia campaign launched by US government agency Centers for Disease Control. “Really goes for the trachea,” as one US journalist put it; and the other ads are hardly less “gripping”.

But do shock tactics actually work, faced with a tobacco industry which still wields a $10bn annual marketing budget?

Surprisingly, perhaps, CDC director Thomas Frieden admits that he was once a sceptic himself, while serving as commissioner of the New York Health Department. He has since changed his views in the light of research indicating success is positively correlated to a “dose-related strategy.” In other words, the more grand guignol horror you are subjected to, the more you are likely to give up the weed.

As it happens, Frieden’s successor at the NYHD shows none of the ASA’s squeamishness about inflicting psychic damage on young viewers. “I absolutely think it’s okay for an eight-year-old to be watching messages that prevent that child from becoming a smoker, even if it’s something that the parent and the child find disturbing,” Dr Tom Farley tells CBS.

Read Also:   Publicis London tries shock tactics for help the poor

Who, I wonder, has got it right here?

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About Stuart Smith

Stuart Smith is one of the most incisive and knowledgeable commentators on global marketing. He was a long-time editor of Marketing Week during the period when it was the UK's leading marketing, media and advertising specialist publication. Visit Stuart Smith Blog.
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