SMOKING ADS and LABELS

The Shock and Awe

Campaign

WARNING LABELS

• In 2000, Canada became the first country to allow such strong warning labels on their cigarettes

• Since that time, other countries have followed suit

• However, many studies question how effective these warnings are…

• SEE FOR YOURSELF!

And the Effect?

• The study carried out by the Canadian Cancer Society one year after the introduction of pictures on cigarette packs found that 43 percent of smokers were more concerned about the health effects of smoking because of the new warnings.

At the same time 44 percent of smokers said the new warnings increased their motivation to quit smoking. Of those who attempted

to quit, 38 percent said the warnings were a factor in

motivating them in their quit attempt.

•

On one or more occasions, 21 percent of smokers had been

tempted to have a cigarette but decided not to because of the new

warnings.

Television Ads

SHOCK ADS IN EUROPE

• Why? “People need to be shocked out of their complacency about tobacco”

• "The true face of smoking is disease, death and horror -- not the glamour and sophistication the pushers in the tobacco industry try to portray."

• It worked in Canada (according to stats)

The Smoker’s Opinion

• British smokers' lobby group Forest said the warnings were gratuitously offensive and singled out smokers, since no similar schemes applied for alcohol or fatty foods.

• "Smokers are well aware of the health risks of smoking. There's no need to rub their noses in it," Forest Director Simon Clark told Reuters. "All that is needed is a simple written warning."

Here are some of the Warning Labels in Europe

Are they more graphic than Canada’s?

The CNN Quick Vote

Should shock pictures be used on the world's cigarette packets?

81% YES

19% NO

As of Feb 23, 2005 (~120,000 votes)

Could it get even more graphic?

• “Graphic images of the damage tobacco causes can be an effective communication tool in the fight against tobacco use” (Health Canada)

• These following images feature unaltered photos of actual patients.

YOU HAVE BEEN WARNED:

Have you been convinced?