U.S. Campaign Focused on the short comings of big tobacco companies and used their own words against them. TheTruth.com uses Web, print and television to get its message across. In 2006, the ads took on an urban overtone, utilizing both the Internet address and the slang term 'whudafxup' In 2008, the television ads have taken on a new tone. The commercials will start off in a manner consistent with the 2006 ads, but then quickly delve into an upbeat song-and-dance number that states that the truth may be too hard on the tobacco companies In 2009, the television commercials changed once again. The commercials all have one job interviewer who asks people questions about their willingness to take a job selling products having harmful or lethal effects on customers.
U.K Campaign Ran March 2002- June 2004 Aim: To encourage smokers to stop smoking and highlight the support available to them. 3 Phases to the Campaign EffectiveCommercials
Australia Campaign key goals are to: Reduce smoking prevalence by: - encouraging and assisting smokers to quit - preventing uptake of smoking Eliminate harmful exposure to tobacco smoke among non-smokers. EffectiveCommercials
Differences America vs. UK UK vs. Australia Australia vs. America
Applying Themes Cyberspace Reasoned Action International
What Can YOU do to Support the Fight Against smoking Join the world on May 31st and take a stand against smoking