Disclaimer: Due to COVID-19, a physical mock-up cannot be provided at this time.
Protest as Practise. Antismoking campaign – WE CARE
Growing up with two parents who easily smoked a pack of cigarettes a day, I was always smelling of smoke and having to deal with a life surrounded by smoke — literally! When I grew older (and wiser), I started to want and demand my parents, and now smoking friends, to quit smoking. Smoking has been something I have been dealing with my entire life and is a constant issue I want solve for my family and friends.
Antismoking advertising constantly shame smokers and therefore they tend to ignore the campaigns. So how should I approach the smokers so they actually pay attention to the message being conveyed?
Knowing the consequences from smoking, it makes me worry on the behalf of my loved ones.
Other campaigns don't seem to work, but maybe a new approach, coming from a place of love and caring, would work? That is how the idea for this WE CARE campaign started. By taking an emotional approach and using pathos instead of logos or ethos I will design a conceptual campaign that will reach the primary target group – the smokers, but also a secondary target group that consists of the smoker’s friends and family.
Design decisions:
The posters are mainly typographic. By using a modern and clear type it creates a contrast to the handwritten statements and will make the statements, like ‘’you, walking me up the aisle’’ stand out. The statements will create some thought and inner images in the viewer’s subconscious and by using pathos — which isn’t common in antismoking advertising — hopefully the campaign will have the desired effect. (Namely, that people will stop smoking)
Campaign ideas
Though happenings and events the secondary target group (friends and family) will have to interact with the campaign by writing hopes and dreams for their love ones (like in the posters) and this way the secondary target group will help convey the message of the campaign to the primary target group.))
I asked my friends and family to write some statements for their loved ones who are smoking and the picture above(the postcards) and the GIF below, shows some of these statements.
Example on how the campaign may look on social media.
Campaign pt. II
I also designed a small bag for cigarette butts that will be handed out during the campaign.
