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Greenpeace, Sierra Club of Canada, Canadian Parks and Wilderness Society, National Aboriginal Forestry Associa- Mission Tion, and the David Suzuki Foundation

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Greenpeace, Sierra Club of Canada, Canadian Parks and Wilderness Society, National Aboriginal Forestry Associa- Mission Tion, and the David Suzuki Foundation NHS Anti-smoking Posters The intention of this campaign is to raise awareness to the public that smoking can give you illness and maybe even kill you. The target audience for this poster would be the person who smokes, as you can see here that they are already hooked. Seeing people hooked on a fishing line could scare them, as they know that being stuck on a fishing line would hurt less than the consequences of smoking. They also used horror as the people are in pain and they are suffering badly, which tells us they have the same fate. The simple slogan used ‘get unhooked’ tell the audience that it doesn’t have to be horror and pain but that there is an alternative. People will use this, as it is a direct link to the people that are stuck on the fishing hook. The NHS logo in the top right corner to intecgate that this is the certain company campaing and there is also a contact details are clearly shown to give people an immediate way out of smoking. The writing is in white and bordered in blue, which is consistent with tthe NHS logo colour scheme. The use of greyish/white background is to help he main image, which is the person whos mouth is getting hooked to be the main focus point on the poster. This is a memorable NHS Anti-smoking campaign and in my opinion this was one of the best anti-smoking advert. This ads also attracted one of the highest numbers of complaints the advertising standards watchdog has ever received. However, it does not deter the Department of Health effort in this anti-smoking adverts to shock smokers into breaking the habit. In my opinion one of the reason people complained about this ads is because they couldn’t handle the truth and it maybe upset their children. It is one of the reason why I think this ads was very effective to the public because it frighten them to quit smoking and also help those children who was frighten about this poster to never smoke when they group up. The adverts re-positioned the image of smokers, stripping away the glamour of the smoker as outsider and showing a story that talks about smoking as smokers experience it in the here and now, rather than the effects of smoking that they might experience some time in the future Ads showed raw images of smokers literally ‘hooked’ on fish hooks. The TV ad depicted smokers being physically hooked and dragged around – showing that smokers don’t always have the power to do what they want to do. The TV ads also showed a positive side – the same people who had been hooked, later unhook themselves. One of the fun fact about these anti-smoking hooked poster is that it is one of the most famous campaigns of 2007 with 90% awareness among smokers. This campaign drove the highest ever volume of response from any anti-smoking campaign the Department of Health had run previ- ously. 746,155 smokers interacted with the campaign through web, text, phone or red button – over 100% more than any previous campaign. And it also won few awards like 2008 Winner of Marketing Week: Marketing Effectiveness, Best Public Sector campaign of the Year. NHS Anti-Smoking Some initial facts and figures Why are cigarettes harmful? About 100,000 people in the UK die each year due to smoking. Smoking-related deaths are mainly due to cancers, chronic obstructive pulmonary Smoking cigarettes is harmful to you and to those around you. It can lead to a wide range of diseases and disorders including: disease (COPD) and heart disease. cancers About half of all smokers die from smoking-related diseases. If you are a long-term smoker, on average, your life expectancy is about 10 years lung disease less than a non-smoker. Put another way, in the UK about 8 in 10 non-smokers live past the age of 70, but only about half of long-term smokers heart and circulation diseases live past 70. The younger you are when you start smoking, the more likely you are to smoke for longer and to die early from smoking. stomach and duodenal ulcers erectile dysfunction, infertility Many smoking-related deaths are not quick deaths. For example, if you develop COPD you can expect several years of illness and distressing osteoporosis symptoms before you die. cataracts and eye disorders mouth and dental infections Smoking increases the risk of developing a number of other diseases (listed below). Many of these may not be fatal, but they can cause years of complications in pregnancy and labour unpleasant symptoms. Cigarettes and other types of tobacco products contain nicotine which is very addictive. Tobacco smoke contains more than 4,000 chemicals, including more than 70 cancer-causing chemicals and hundreds of other poisons. The good news is: Stopping smoking can make a big difference to your health. It is never too late to stop smoking to greatly benefit your health. For example, if you It is mostly the harmful chemicals that cause illness and death, and not the nicotine. It is the nicotine, however, which creates an addiction or stop smoking in middle age, before having cancer or some other serious disease, you avoid most of the increased risk of death due to smoking. ‘craving’. Many people have given up smoking. In 1972 just under half of adults in the UK were smokers. By 1990 this had fallen to just under a third. At present, about a sixth of UK adults are smokers. Smoking damages the air sacs and airways in your lungs. It also causes damage to blood vessels and raises your heart rate and blood pressure, Help is available if you want to stop smoking but are finding it difficult. which puts you at risk of heart disease and stroke. Related discussions Smoking also affects the reproductive system and sex organs. Men can have difficulty getting an erection and it can reduce sperm count. Women Cigarette smoke contains the following who smoke are at a greater risk of developing breast and cervical cancer, and may have difficulties getting pregnant. Smoking whilst pregnant Nicotine puts you at risk of miscarriage, premature birth, low birth weight and even stillbirth. Nicotine is a drug that stimulates the brain. If you are a regular smoker, when the blood level of nicotine falls, you usually develop withdrawal symptoms, such as craving, anxiety, restlessness, headaches, irritability, hunger, difficulty with concentration, or just feeling awful. These symp- SecondHand smoke toms are relieved by the next cigarette. What is secondhand smoke? So, most smokers need to smoke regularly to feel normal, and to prevent nicotine withdrawal symptoms. Whenever you light up, secondhand smoke is produced. This is the smoke exhaled by you, plus the smoke created by the lit end of a cigarette. Secondhand smoke is made up of gases and microscopic particles. This isn’t just unpleasant. It can be a killer. More than 80% of cigarette Tar which contains many chemicals smoke is invisible and odourless. These deposit in the lungs and can get into the blood vessels and be carried to other parts of the body. Cigarette smoke contains over 4,000 chemicals, including over 50 known carcinogens (causes of cancer) and other poisons. What’s in secondhand smoke? Secondhand smoke is made up of a mixture of gases and particles. It contains over 4,500 chemicals, many of which are irritants and toxins, and Carbon monoxide over 50 are known to cause cancer. The chemicals include arsenic, which is used in rat poison, benzene, which is found in petrol fumes and can This chemical affects the oxygen-carrying capacity of the blood. In particular, in pregnant women who smoke, this causes a reduced amount of cause leukaemia and cyanide, which is poisonous and an industrial pollutant. oxygen to get to the growing baby. This is thought to be the most important cause for the bad effects of smoking on the growing baby. What damage can secondhand smoke do? Which diseases are caused or made worse by smoking? People who breathe secondhand smoke are at risk of many of the same diseases as smokers, including cancer and heart disease. Breathing secondhand smoke can increase the risk of getting lung cancer by 24% and getting heart disease by 25%. Lung cancer. About 30,000 people in the UK die from lung cancer each year. More than 8 in 10 cases are directly related to smoking. Children are particularly vulnerable to secondhand smoke, as they have less well-developed airways, lungs and immune systems. Chronic obstructive pulmonary disease (COPD). About 25,000 people in the UK die each year from this serious lung disease. More than 8 in 10 of Children breathing in other people’s cigarette smoke resulted in 300,000 GP visits and 9,500 hospital admissions last year in the UK. these deaths are directly linked to smoking. People who die of COPD are usually quite unwell for several years before they die. Children exposed to secondhand smoke are at risk of bronchitis, pneumonia, asthma attacks, meningitis and ear infections. Heart disease. This is the biggest killer illness in the UK. About 120,000 people in the UK die each year from heart disease. About 1 in 6 of these As nearly all enclosed work and public places are now smokefree, people are most likely to be exposed to the harmful effects of secondhand is due to smoking. smoke in the home and car. Other cancers - of the mouth, nose, throat, larynx, gullet (oesophagus), pancreas, bladder, cervix, blood (leukaemia), and kidney are all more Is smoking with the door open or out of the window ok? common in smokers.
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