The 'Mask' Campaign Discourage Smoking Through Dracula-Like Smokes
Alexander Lam — June 12, 2013 — Marketing
References: adsoftheworld
The 'Mask' campaign for non-profit organization 'Bulgaria Without Smoke' hopes to reduce smoking with frightening fanged graphics. Designed by Bulgarian ad agency 'The Smarts,' the ads feature cigarette cartons made to look like fanged monsters. Red cartons are encompassed by horrific masks while cigarettes stick out like fangs. In the shadow of the carton is the message "you don't need them, they need you" carved into the wall.
The goal of the campaign is to remind the public about the profit motive behind cigarette companies. According to the ad copy, "The combined profits of the six biggest tobacco companies for 2010 is 35 billion dollars." The ad also states that cigarette companies produce enough smokes for each person to have 1,000 per year.
The goal of the campaign is to remind the public about the profit motive behind cigarette companies. According to the ad copy, "The combined profits of the six biggest tobacco companies for 2010 is 35 billion dollars." The ad also states that cigarette companies produce enough smokes for each person to have 1,000 per year.
Trend Themes
1. Anti-smoking Campaigns Using Fear Tactics - Opportunity to develop innovative and creative anti-smoking campaigns that go beyond traditional messaging.
2. Using Graphic Design for Public Health Initiatives - Opportunity to incorporate visual design elements to deliver important public health messages.
3. Highlighting Corporate Profits as a Warning Against Harmful Behavior - Opportunity to draw attention to the financial motivations behind harmful products in order to discourage their use.
Industry Implications
1. Public Health - Opportunity to integrate creative advertising and marketing tactics into public health initiatives for maximum impact.
2. Graphic Design - Opportunity to use graphic design to deliver important public health messages and raise awareness.
3. Corporate Social Responsibility - Opportunity for companies to use their advertising resources to raise awareness about the potential harms of their products and demonstrate a commitment to social responsibility.
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