Saw this latest truth ad through adcritic.com

I’ve always admired this campaign, because it involves kids in being against smoking rather than lecturing to them. And, I wonder whether we could do anything similar here – it’s one of the most successful campaigns in the US and one of the hard-fought battles of the UK. So why not try something bolder than the old shock tactics?

The last thing I remember here was that “fat oozing” ad… which was disgusting, but follows the old path of shock rather than understanding.

Picture 1-5

According to a BBC news report, this was a hugely successful campaign, but is 10,000 requests from 62,000 visits really success?

According to the National Centre for Social Research, reported on ASH, 24% of all adults in the UK smoked in 2005. In the same report, we see that 20% of 15 year-olds smoke, whereas a massive 32% of 20-24 year-olds are smokers. Figures are dropping at a rate of about 0.4% a year.

Compare that to the US… 20.9% of general population are smokers in 2004, with 23.6% of 18-24 year-olds smoking.
Smoking amongst all adults has been dropping at a rate of about 0.8% per year (av. for P2Y)… DOUBLE that of the UK.

But then look at this…

Picture 2-3

Unless I’m very wrong, that’s smoking among younger age groups dropping at over 15% between 1997 and 2003 – and, that’s an absolute figure of 15%, not relative – so, relatively, it’s down just over 40%.

All figures from American Lung Association Site.