A campaign in England shows a tumor growing in a cigarette
In England, the Public Health has developed an advertising campaign called Smokefree, with sophisticated ads targeting and a new perspective of public relations to penetrate the consciousness of smokers.
With a budget of 1.5 million pounds, the advertising campaign will use television commercials made in 2014 and 2015, in which a tumor growing in a cigarette is shown.
Sheila Mitchell, PHE (Public Health England)marketing manager, states: \”We are trying to do synchronized ads via digital VOD, in collaboration with the owners of the media and to use the data to assist in the right time. We try to make our ads appear before the typical breaks made during the day – before work breaks, in the evening, while traveling on the way home and at bedtime. \” Mitchell also added: \”We have done this before, but opportunities are growing and everything becomes a little more focused and specific.\”
This is a new chapter in the efforts of the campaign to raise awareness among smoking addicts on the damage caused by this addiction. Chronic obstructive pulmonary disease (COPD), a general term used for conditions such as emphysema and chronic bronchitis, is currently diagnosed to a million people and contributes to the deaths of nearly 25,000 others every year in the UK.
To illustrate these destructive effects, PHE is distributing studies and has made a short film with Olympic 400m runner Iwan Thomas, whose mother has been diagnosed with this disease. Thomas and four smokers take part in an experiment using a corset and a mask to introduce people to the idea of how much COPD restricts everyday tasks like climbing stairs.
Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing. Email: firstname.lastname@example.org