We’ve all seen those ‘truth’ ads where a bunch of Generation Y-ers run around and do all sorts of hijinx to get across the message of SMOKING IS BAD! KIDS, DON’T SMOKE!

They’ve done a great job in breaking away from the typical insincere PSA (I’m looking at you, The More You Know). The ‘truth’ ads cut through the clutter and get your attention. I believe this because you know which campaign I’m referring to.

So we’ve got credible, attention-grabbing and a clear call to action. Looks like the ingredients to a home-run campaign…but are Gen Y smokers quitting?

Nope. The campaigns have the complete opposite effect. Smokers are aware of them, but absolutely hate them, making them dig their nails into their stances even deeper. The allure of smoking is rebellion, after all.

Nonsmokers, however, love the ads, saying things like:

Nonsmoker comment:
I think it’s about time someone took responsibility for the deadly addiction that kills so many people.

Smokers, on the other hand, were being put on the defensive. The message being put across was “Why can’t you see smoking is bad for you? Just stop! Are you a moron?”.

Smoker comment:
I can’t turn on the TV without those frickin’ stupid kids being in my face about smoking … they act like they are better people just because they don’t smoke.

Smoker comment:
These are the kind of ads where people try to get in your face about something I choose to do. It’s just annoying and makes me want to smoke more. It is really none of their business if I smoke or not.

Polarizing campaign, no doubt. There was a strong, unified reaction from smokers regarding these anti-smoking ads. They hated them and claimed that it would never change their behavior. On the other hand, we have nonsmokers who love the ad and can’t understand why more smokers aren’t being converted.

So is the campaign a failure?
It would be too hasty to say that the truth campaign is a failure. The MADD campaigns — also using fear-based appeals — are successful because they tell a story of a quick, sudden death (of yourself and others). Smoking is more of a long-term harm, so it’s harder to scare someone straight.

Another measure of success is whether the younger tail of Gen Y is influenced, planting “smoking cigarettes is bad” before they stand in the spotlight of peer pressure. Fortunately, there is some hope:

Smoker comment:
If I had seen messages like those at the time that I started smoking, I might have said, no–no thank you. I was in that situation when my friend offered it to me and I had every opportunity to say no, but when I was young I really didn’t see any example of that in the media against smoking.

Check out the campaign at the truth.

References:
Wolburg, Joyce M. “College students’ responses to antismoking messages: denial, defiance, and other boomerang effects.” Journal of Consumer Affairs 40.2 (Winter 2006): 294(30). Expanded Academic ASAP. Thomson Gale. University of Guelph. 19 May. 2007