We have seen the clever, subtle and interesting ad against smoking through an empty bed, without a copywriter. This campaign also tries to do the same, but not so effectively.
The campaign for Cancer Aid & Research Foundation, created by DRAFTFCB+ULKA, India, is against smoking, particularly passive smoking. To depict the ill effects of passive smoking, they portray the smokes taking the forms of weapons like gun and knife.
The copy reads- passive smoking kills your dearest ones first.
The campaign, however, doesn’t make any noticeable impact, whether it is in terns of creativity or in the efficiency of conveying the message to the target audience(smokers)
Because at a time when the cigarette companies too are advertise themselves in a subtle, intelligent way, anti-smoking campaigns need to adopt more unique and powerful creative ways.
Via: coloribus
