MK 354 Spring 2010

January 31, 2010

The Truth

Filed under: blog #1 — carolinerichov @ 7:20 pm

It was Saturday morning and my sister and I decided to make a very brave choice…. We bundled up and headed out to do errands on the coldest morning this winter has seen thus far. Leaving my apartment building, I saw one other lonely brave soul who, still in their pajamas, had gone outside to have their morning cigarette.  After passing, my sister and I said simultaneously “Who even smokes anymore?”

We went on to discuss how it seems as though there has been a noticeable decline in the number of smokers. I said to her, “I wouldn’t be surprised if The Truth ads had something to do with it.”

Bingo. There it was: Simplicity. The Truth anti-smoking campaign couldn’t have been any simpler: Smoking kills and that is the truth.

I still remember the first time I saw one of the commercials on TV. They didn’t tell smokers they should quit, or why they should. They didn’t explain to smokers the negative effects smoking has on their bodies or tell them they may get cancer or disease.  They showed us 1200 body bags and said cigarettes were to blame.

Simple = core + compact. Their core message is that smoking kills and they deliver that message with the compact idea of body bags.  It’s actually so simple that it makes me think, why hadn’t any other anti-smoking organizations thought of it earlier?

Yes, these ads are definitely “sticky”. Not only are they simple but they also meet all six principles of sticky ideas. This is probably why this campaign has been so successful and memorable.

If you have a few minutes, check out their newest series of ads, “Do You Have What It Takes?”. They are pretty clever…. and entertaining.


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