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A Brazilian reasons to quit smoking

A Brazilian reasons to quit smoking

I am often cynical about the elaborately art directed ads I see coming out of Brazil. Not this time.

Smoking
[“Lung cancer. You know how this story begins. Smoking can cause many health problems, such as lung cancer.”]

This one is a great piece of visual storytelling. Sure, it uses negative reinforcement, which is considered old-school. But it also recognizes all the enjoyable and even sexy reasons that people smoke, and I think that makes it more empathetic than most. Perhaps it will get through to someone before it’s too late. I hope so.

Advertiser:
Secretaria de Saúde de Pernambuco
Agency:
RGA Comunicação, Recife, Brazil
Source:
I Believe in Advertising

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more
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