A Digital Anti-Smoking Campaign That Preys On Vanity
Compared to other companies who sell regular consumer products, Marlboro has to deal with negative responses, the impact of smoking on health and educational campaigns against smoking. In Finland, the agency 358 published an anti-smoking campaign for The Cancer Society of Finland. In this campaign, two young and beautiful models were transformed into smoke-rotted walking corpses. With this campaign, young adult smokers, the target group of Marlboro, were addressed. Even if smokers tend to be very brand loyal, it is questionable how young adult smokers will change their smoking habits due to such educational campaigns. Please find the article here.