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Dare Launches "Dirty Blood" Anti-Smoking Campaign
By: Dwayne W. Waite Jr.
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The new year is usually paired with ideas of doing something better. People look at it as a chance to start over, or change their ways. The "New Year's Resolution" is still extremely popular; a vow that a person makes at the beginning of the year to ensure that the coming year is better than the previous one.

Many brands have tried to capitalize on those ideas. We have seen online communities that help members support each other-holding each other accountable if they miss a day or do an activity they are not supposed to do. There are other social network communities that force you to pay or donate to charities if do fail to keep your resolution.

Other brands are trying to influence people about what changes in their lives should be considered. Public Health England and Dare, for example, launched an anti-smoking campaign that highlights the dangerous poisons that are contained in cigarettes. The poisons of cyanide and arsenic "dirty up" the blood.

The ad is below.




There are very few things more evident than the dangers of smoking. Using advertising to bring these dangers to smokers can be very effective. We were shown the ad Ogilvy & Mather Bangkok did with the "smoking kid" and real change came out of it.




So will Public Health England and Dare have the same effects? One can hope- and it is better than doing nothing.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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