Last month the CDC (Centers for Disease Control and Prevention) launched a new anti-smoking campaign. Warning: the videos are graphic and not for children.
I’ve included two links. The first is to CNN’s article, and the second is to the CDC’s section of videos.
http://www.cnn.com/2012/03/15/health/feds-tobacco-ads/index.html
http://www.cdc.gov/tobacco/campaign/tips/stories
I have mixed feelings about the CDC’s approach. On one hand, I’m glad that they want to reduce smoking. On the other, shocking people into quitting by showing amputated limbs, scars, etc., may not be the best approach.
What would I do if I could write their ads? I’d talk about hypnosis (big surprise, right?), how it’s effective for people serious about quitting smoking, and how the client has little to zero craving for a cigarette.
Question: How would you write an ad for the CDC? Would you go for the negative or the positive, or combine the two? Please post your thoughts below.