AKO Health Insurance turned to the creative minds at the Munich-based ad agency Serviceplan to produce a Non Smokers Calendar that presented quitting smoking as a favorable option for nicotine fiends. Of course, the media often conveys the adverse side effects of excessive smoking, but the immediate benefits of putting a stop to puffing are not often discussed. Serviceplan created the Non Smokers Calendar as a way to graphically present the increasing health benefits of laying off the smokes month by month.
The graphics in this calendar consist of a pair of black smokers lungs. The anatomical outlines are filled in with thick black numbers. The pattern that populates each set of lungs are filigree pattern cutout. As you peel back each passing month the numbers inside the lungs shrink and are more spaced out. Once December arrives the page is virtually clean, with very few visible marks. The tagline reads, "A year without cigarettes and your lungs can breathe again."
The stunning Non Smokers Calendar will provide you with motivation necessary to that butt out for good.
Lung-Clearing Timetables
The Non Smokers Calendar Shows What is Possible in a Year Without Smokes
Trend Themes
1. Graphic Tracking Tools - The use of visually appealing graphics to track progress and motivate behavioral change can be extended to other areas beyond smoking cessation.
2. Positive Reinforcement Marketing - Marketing campaigns focusing more on the positive rewards of quitting rather than the negative consequences of unhealthy behavior can be applied across various industries.
3. Emotional Branding - Leveraging emotions, such as providing motivation and encouragement to make positive lifestyle changes, can be a successful strategy for different kinds of advertising campaigns.
Industry Implications
1. Health Insurance - The use of personalized graphic tracking tools like the Non Smokers Calendar can be further developed to promote healthier lifestyles and prevent chronic conditions.
2. Fitness Industry - Implementing positive reinforcement marketing can incentivize individuals to focus on the benefits of regular exercise and staying fit, rather than the effort required to achieve these goals.
3. Wellness Products - Utilizing emotional branding to connect with consumers and offer encouragement and support in achieving healthier habits can be an impactful strategy for wellness products and services.