SVA Anti-Smoking Campaign

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SVA - School of Visual Arts anti Smoking Campaign.

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SVA Anti-Smoking Campaign

  1. 1. Design for Good, Fall, 2010The Anti-Smoking Campaign Design for Good Fall, 2010 1
  2. 2. Design for Good, Fall, 2010How it beganThe first assignment of the semester is for students to choose and design a presentation on ten thingsthey want to see more of in the world, and ten things they’d prefer to live without. It was immediatelyapparent that the majority of students had included in the latter category the people that huddle andsmoke cigarettes just outside the door of SVA’s main entrance.We decided to test our communication design skills, and our insights into the audience, to persuadethem to lighten up on their habit, or at least to be more sensitive to non-smokers.On the following pages we present the work, and the reactions. The class learned a great deal about thefact that it’s easy to get attention, and difficult to inspire people to change.Cheryl Heller, InstructorChristine Aaron, Ben Avny, Tonia Badagoff, Jamie Connell, Kenia Del Rosario, Adly Elewa, DanielleGuzman, Michael Hefner, Mike Kuhn, Sonia Patel, Alex Place, Yeojin Tak, Trisha Wong and HayatoYamane.http://svaantismoking.wordpress.com/ 2
  3. 3. Design for Good, Fall, 2010Christine AaronGo ahead, smoke.You may be young, butyou are not invincible. 3
  4. 4. Design for Good, Fall, 2010Christine AaronAlthough my campaign didnt receive any comments on the blog we set up as a class,I was able to get a few responses. As you said in class, the white space on my postersended up being quite inviting to SVA smokers, and two people wrote short messageson them. On the poster that describes the increased risk smokers face of developingheart disease, a student wrote,"And what is the age range?" On another poster, thisone discussing emphysema, a student wrote, "Well thank you, I will!" next to the line,"Go ahead, smoke." As I was putting up the posters, a young man passing byobserved me doing so. He then coughed loudly, and said, "I love smoking!" The firstcough seemed to be just to get a laugh out of his accompanying friend, but the severalcoughs that followed seemed very involuntary, and very unhealthy. The goal I set out toachieve in the brief was for the!campaign to reach and inform as many students aspossible, encourage smokers to quit, and non-smokers to join the effort in preventingyoung smokers from starting. I feel that I was partially successful in this, having piquedthe curiosity of at least a few students. I hope that the information turned intoknowledge for the people who took the time to read the campaigns messages, andinfluences their decision to smoke in the future. 4
  5. 5. Design for Good, Fall, 2010 5
  6. 6. Christine Aaron Design for Good, Fall, 2010 6
  7. 7. Design for Good, Fall, 2010Ben Avny 7
  8. 8. Design for Good, Fall, 2010Ben Avny 8
  9. 9. Design for Good, Fall, 2010Tonia Badagoff 9
  10. 10. Design for Good, Fall, 2010Tonia Badagoff 10
  11. 11. Design for Good, Fall, 2010Tonia Badagoff 11
  12. 12. Design for Good, Fall, 2010Tonia Badagoff Since our SVA-antismoking campaign had I noticed a little discomfort from the first gone up to address students as to normal group that is just outside SVA, what our feelings were to smokers, I puffing away happily in their groups. After believe it took our fellow students by students had come back from a holiday surprise. There is no doubt that students weekend and our campaign had been up are used to the idea of communicating for two weeks, there was no longer the different ideas and projects within these group that boasted cheerfully outside the walls, but I think that our campaign sent a main SVA building. Instead, there was a little shock amongst the very crowd who handful, at the most, of scattered students would benefit from the campaign the most. standing and leaning in the creases of the We worked hard to present, as best we building, up against doorways, hiding in could, a subject that isn’t new and many corners, and crevasses. No longer was times overlooked, making it a challenge there a majority outside who smoked and but I think we managed to catch the related smoking to SVA as before. There attention of some of our peers. There is no was a visible line drawn amongst students data or proof to know for sure, what our who smoked and a new awareness. There efforts can or will accomplish, but here is were suddenly smoke-free benches and the feedback I received. you no longer had to make circle eights around the groups to enter or exit the 12 building.
  13. 13. In looking for the reaction that took place going out for a smoke. These areas with in my own campaign, it was somewhat the heaviest traffic on the first floor and I Design for Good, Fall, 2010 sudden and needed to be captured the elevator were the first to be reacted immediately in order to see it. Immediately upon by a group and taken and taken after posting, I didn’t take long for down as a result. The ones in the someone to come by and take notice. To restrooms stayed up longest throughout review, it was made to create a moment of the week and may have done the mostTonia Badagoff reflection, serving as a mirror to the good because they were created for the actions of a smoker. The headline was person on a break, thinking about needing printed on mirror paper to represent the a cigarette or just after having one. I think idea and the headline invited smokers in it promoted the most thought and it helped by saying “ So you smoke? I know your that the posters were reinforced by secret. The air is full of it.” (The blog another accompanied slogan soon after. addresses were visible to find out more Reactions: When looking alone: The about how addictions are illusions and the longest lasting message that that stayed sva-antismoking class blog to invite with the viewer the longest since there feedback.) Once the initial poster was in weren’t others to make them conscious of place in, scattered in areas that one would their reaction (at least they stayed up the invite the viewer when alone or waiting, it longest). Conclusion: The majority of became a matter of increasing paranoia by viewers got the message best when alone. adding signs with new subheadlines that continued with the theme of “I know your When looking with friend or group:In the secret,” but provoked the viewer even first floor restroom, after I had put one up, further. The others were: “I know your two girls had entered the restroom. They secret. It’s written all over your face” and “I saw the poster as they walked by and know your secret. It’s eating you up something together (I couldn’t understand) inside.” These were placed Tuesday and As one girl waited for her friend, I noticed Wednesday evenings. Since I put these in in the lifted a corner to examine it and was inconspicuous areas they were to be inches away from it. Even as I exited, she discovered over a period of time, either by continued to look at it, not noticing or the same, or different persons, it was caring that I observed. Conclusion: It was difficult to keep track of. I put a few up a different reaction when their friend has near and in the elevators and stairways, left. hoping to get the attention of someone 13
  14. 14. Design for Good, Fall, 2010Jamie Connell 14
  15. 15. Design for Good, Fall, 2010Jamie ConnellI woke up early Tuesday to put my anti-smoking posters up in the hallways,as I was hanging them up in threes, I had a student ask me if I designedthem. I thought this was a weird question since I was the one hanging themup, but I told him yes, and he said, "Wow whatever class that is, Ive seen allthe ads and I cant wait to take it. I love your design." At first I was reallyappreciative of his complement, but then I realized he was paying moreattention to the designs we had made in class rather than their actualmeaning. He hadnt mentioned once if he was a smoker, or if the messageaffected him. Throughout the day I watched to see peoples reactions to myposters. Walking behind a group of kids down the stairs I saw them point atmy work and laugh saying "Dude, did you see the french fries cigarettes,thats awesome, so funny." Also a great reaction and complement, but I dontthink they really took the time to see the statistics featured on my posters.Overall, I saw a lot of witty chuckles from my posters, but I doubt I single-handedly helped someone quit smoking. The task we were given was a veryhard one, and Im not sure we all got the reactions we would have wished. 15
  16. 16. Design for Good, Fall, 2010Kenia Del RosarioThe SVA Anti smoking campaign was a unique opportunity to voice my opinionabout an issue that really concerned me—the young smokers that crowd aroundthe entrance of the building to smoke. When I first thought of the campaign Iwanted to hopefully teach smokers some courtesy. Being a non-smoker andhaving to walk through a cloud of smoke everyday before class is no fun. At firstI used the symbol of Bo-Peep and her sheep, however the metaphor of thesheep and how they follow each other was a much stronger message.In my research I also found a shocking story about 400 sheep that followed eachother to their death in turkey. On the poster I included the story on one endalong with images of the sva smokers with sheep heads. I posted a poster oneach floor of the main building and saw a couple of students stopping to look. 16
  17. 17. Design for Good, Fall, 2010Kenia Del Rosario 17
  18. 18. Design for Good, Fall, 2010Kenia Del Rosario 18
  19. 19. Design for Good, Fall, 2010Kenia Del Rosario 19
  20. 20. Design for Good, Fall, 2010Kenia Del Rosario 20
  21. 21. Design for Good, Fall, 2010Kenia Del Rosario 21
  22. 22. Design for Good, Fall, 2010Danielle Guzman Ode to Death Eau de Parfum Spray 22
  23. 23. Design for Good, Fall, 2010Danielle Guzman In the beginning of the antismoking campaign I was a little worried about how to go about reaching out to those who smoke. I realized that in order to get their attention we really had to use two tactics: for one, we could use the power of sympathy and comfort to show them that they arent disgusting people, but they are just people who have a harmful, expensive habit and there is a way to end the addiction, Secondly, we could use comedic relief and poke fun at those who smoke, making them feel that what they are doing is wrong, disgusting and unacceptable. The tactic that I chose was comedic because I found that people responded more and we got more of a reaction from them like for example I saw people walking by some of the funny antismoking campaigns (the one about a sewage plant) and they stopped and read it and laughed. The more serious ones almost seemed to just be walked by and not read or paid attention to. My anti smoking campaign was put up on a monday morning around 8 am and I sprayed the "perfume" (cigarette filter water) on the poster and hung it up. I then went to my 9:00 am class and came back to the building to check on my poster 23
  24. 24. Design for Good, Fall, 2010Danielle Guzman and it was removed. I dont blame them! It smelled JUST like a smoker and I just think people realized how disgusting that is and became more aware of that aspect. Also, my boyfriends brother smokes cigarettes and I showed him my campaign and explained to him the concept behind it and he seemed taken aback and almost embarrassed because Im sure he knows he smells terrible after smoking. He literally shook his head and felt bad and walked away, which is exactly what I wanted. I believe the SVA antismoking campaign was a success. 24
  25. 25. Design for Good, Fall, 2010Adly Elewa 25
  26. 26. Design for Good, Fall, 2010Michael Hefner 26
  27. 27. Design for Good, Fall, 2010Michael Hefner 27
  28. 28. Design for Good, Fall, 2010Michael Hefner 28
  29. 29. Design for Good, Fall, 2010Michael Hefner 29
  30. 30. Design for Good, Fall, 2010Michael Hefner 30
  31. 31. Design for Good, Fall, 2010Mike Kuhn 31
  32. 32. Design for Good, Fall, 2010Mike KuhnIt was roughly 1 pm and I had almost finished hanging all my bright cyan signs around the school. Ihung the last sign in the elevator about 6ft up on the back of the elevator door, so the sign would onlybe visible when the doors are shut. I had just finished hanging my last sign in the elevator and I hadone last cyan sign in my hand as well as a roll of double sided tape. I thought I was all-alone in theelevator until a rather tall student who I had taken classes with stopped the elevator as the door wasabout to close. He had clearly just smoked a cigarette and took notice to the cyan sign/ roll of tape inmy hands. He stood close to the doors to avoid any conversation with me. When the doors finallyshut, the sign was directly in front of his face. I watched as he read the sign and made the connectionthat I was the non-smoker lovingly informing him that he smelled like a slaughter house dumpster. Itwas by far one of the most awkward elevator rides of my life. 32
  33. 33. Design for Good, Fall, 2010Sonia Patel 33
  34. 34. Design for Good, Fall, 2010Sonia PatelIf you want to quit smoking, it’s all about the FIRST week (generally speaking). If you can survive it, yournicotine cravings can actually disappear. That is why I created a 7 day plan comprising of 7 activities tohelp SVA student smokers keep their mind off of their cig. And how did I reach SVA smokers? Guerillastyle of course. You may have seen me handing out these cards to students outside the main building,asking them questions and handing them, yes, a FREE cigarette. This free cigarette was meant to launchthe 7 day plan since the first day’s activity was actually Last Cig. This strategic act of “kindness”encouraged many of them to open up to me about their addiction and interests (if any) in quitting. 34
  35. 35. Design for Good, Fall, 2010Sonia Patel 35
  36. 36. Design for Good, Fall, 2010Sonia Patel 36
  37. 37. Design for Good, Fall, 2010Sonia Patel 37
  38. 38. Design for Good, Fall, 2010Sonia Patel 38
  39. 39. Design for Good, Fall, 2010Alex Place 39
  40. 40. Design for Good, Fall, 2010Alex Place 40
  41. 41. Design for Good, Fall, 2010Alex Place 41
  42. 42. Design for Good, Fall, 2010Yeojin Tak 42
  43. 43. Design for Good, Fall, 2010Yeojin TakIn New York city, I find numbers of smokers on each street. When I walk behind a person with a cigarette,I have to stop breathing to avoid inhaling the smoke. But the time when I arrive at our school building, it isalmost impossible to avoid the smoke. I don’t understand why art students seem more likely to smoke,but I find it true that our school has a higher number of smokers than other schools have. People tend toforget how bad the smoking is, because there are so many smokers who look all fine. Even though mycampaign was only for two days and it did not work for every smoker, I believe it was worth doing it. Ithink I have gotten the best result at the first time when I posted the signs. At the second time, peopleseemed like that they noticed it was a student’s work, not the real sign from SVA. Some people stillsmoked although they obviously saw the sign. (I would never understand why they have to smoke thatdesperate because I have never smoked a single cigar..) But for many of them, it worked. They walkedaway from the door and tried to find other place to smoke. Since my main goal was not to make themquit smoking, but was to make them not to smoke in front of the building, I think it pretty muchsucceeded. After the campaign, I thought it would be great if SVA really put up some no-smoking signsoutsides the building. It would help non-smokers to breath freely, and also would help smokers to limittheir habit. 43
  44. 44. Design for Good, Fall, 2010Yeojin Tak 44
  45. 45. Design for Good, Fall, 2010Trisha WongCoughing, bad breath, yellow teeth, andwhite!tongues!are the most!predominant symptoms in asmoker. !Talking to a smoker can be foul and unpleasanteven if the last cigarette was smoked more than twentyfour hours ago. !I designed these masks to not onlyshield the odor from others and scare people, but alsoto make the seemingly obvious statement that cigarettemouth is a bad mouth. This anti smoking mask wasplaced in bathroom stalls through out Manhattan tomake a statement about smokers breath. The masksillustrates a mouth with cigarettes overflowing fromwithin, this image is to help signify the raunchy stenchcoming from a beautiful smile. 45
  46. 46. Design for Good, Fall, 2010Trisha Wong 46

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