Smoking is a habit that is difficult to quit for smokers, and..if having this campaign makes people aware and disgusted, it is actually considered a minor success isn't it? The ads may not stop smokers from breaking out of their habits, but..it may saved some people from picking up the habit.
Seriously, smoking is a person's choice. Do you think a smoker is totally oblivious to the detrimental effects of smoking? There are ads everywhere! The gory pictures on the boxes are only getting bigger, and the number of campaigns to put forth the message have only been on the rise.
If the point of the campaigns are to raise awareness, then it's all good. The message has been sent, job well done. But these campaigns don't stop there, their real motive is to eradicate the smoking population. If this was not true, then why are they resorting to the use of 'fear' to communicate this point? Fear is never used for informative purposes, but instead, it is used to intimidate.
In one's life, a person will pick up a countless array of activities. Be it from collecting matchboxes to sadomachoism, it is the person's choice. You may inform the person of the after effects, and kudos to you for doing so, but what in the world would even make you think about telling a person how to live his or her own life.
Well actually I see these ads as not to target those smokers,
but rather those that have not started smoking, and the contemplating ones, especially the young.
Personally I do realise that in Singapore we like to induce fear in hearts to teach a lesson, just like how your mama used to cane you and such. Ironically it works to a large extent.
Assuming that this campaign is an original, I would give them 5 stars.
However, I have seen many (correct me if I am wrong) German Anti-smoking ads, exactly the same, just localised.
It is alright to make references, but is it necessary to copy?
What message are you sending to the young aspiring designers/advertisers? Trying to spoil Singapore's market ain't it?
I would just like to say that I am VERY ashamed of our current anti-smoking campaign.
(But I like the NAVY ones though.)
I really think they're doing a good thing trying to inform people of the potential tow it may take on a smoker, but seriously, don't try to over do yourself.
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