This 'Message from the Lungs' Encourages Smokers to Cease Their Habit
Thailand-based BBDO Proximity agency created this eerie anti-smoking ad called 'Message from the Lungs.' The ad agency worked with the the Chulalongkorn University's Faculty of Medicine to extract a black substance from smokers’ donated lungs, which was used to make ink. The ink was then used in this commercial to raise awareness among smokers about obtaining chronic illnesses.
Message from the Lungs makes writing a permanent message in ink a literal statement. The commercial directly addresses those who already smoke by showing them what is happening inside their bodies. As the "ink" builds up inside their lungs, it increases their chances being diagnosed with cancer or another lung disease.
Using bodily substances to create ads is an emerging marketing tactic that has also been seen in Vangardist Magazine's recent HIV ads. In order to address the seriousness of these chronic illnesses, it is vital to show people the harsh results of their unhealthy habits.
Message from the Lungs makes writing a permanent message in ink a literal statement. The commercial directly addresses those who already smoke by showing them what is happening inside their bodies. As the "ink" builds up inside their lungs, it increases their chances being diagnosed with cancer or another lung disease.
Using bodily substances to create ads is an emerging marketing tactic that has also been seen in Vangardist Magazine's recent HIV ads. In order to address the seriousness of these chronic illnesses, it is vital to show people the harsh results of their unhealthy habits.
Trend Themes
1. Using Bodily Substances - Disruptive innovation opportunity: Exploring new and unconventional ways to create impactful advertising campaigns that use bodily substances to directly address and raise awareness about health risks.
2. Ink as a Messaging Tool - Disruptive innovation opportunity: Leveraging ink as a powerful messaging tool to convey important health messages and encourage behavior change among target audiences.
3. Addressing Chronic Illnesses - Disruptive innovation opportunity: Developing creative approaches to address the seriousness of chronic illnesses by visually showcasing the harmful consequences of unhealthy habits.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Experimenting with unconventional marketing tactics, such as using bodily substances, to create impactful ads that resonate with audiences.
2. Healthcare - Disruptive innovation opportunity: Collaborating with medical institutions and research facilities to raise awareness about chronic illnesses and promote healthier lifestyles through visually compelling campaigns.
3. Printing and Ink Manufacturing - Disruptive innovation opportunity: Exploring new applications for ink, such as using ink derived from bodily substances, to create unique and attention-grabbing marketing materials with a strong message.
1
Score
Popularity
Activity
Freshness
