SVA - School of Visual Arts anti Smoking Campaign.

1. Design for Good, Fall, 2010
The Anti-Smoking Campaign
Design for Good
Fall, 2010
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2. Design for Good, Fall, 2010
How it began
The first assignment of the semester is for students to choose and design a presentation on ten things
they want to see more of in the world, and ten things they’d prefer to live without. It was immediately
apparent that the majority of students had included in the latter category the people that huddle and
smoke 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 persuade
them 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 the
fact that it’s easy to get attention, and difficult to inspire people to change.
Cheryl Heller, Instructor
Christine Aaron, Ben Avny, Tonia Badagoff, Jamie Connell, Kenia Del Rosario, Adly Elewa, Danielle
Guzman, Michael Hefner, Mike Kuhn, Sonia Patel, Alex Place, Yeojin Tak, Trisha Wong and Hayato
Yamane.
http://svaantismoking.wordpress.com/
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3. Design for Good, Fall, 2010
Christine Aaron
Go ahead, smoke.
You may be young, but
you are not invincible.
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4. Design for Good, Fall, 2010
Christine Aaron
Although my campaign didn't 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 posters
ended up being quite inviting to SVA smokers, and two people wrote short messages
on them. On the poster that describes the increased risk smokers face of developing
heart disease, a student wrote,"And what is the age range?" On another poster, this
one 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 by
observed me doing so. He then coughed loudly, and said, "I love smoking!" The first
cough seemed to be just to get a laugh out of his accompanying friend, but the several
coughs that followed seemed very involuntary, and very unhealthy. The goal I set out to
achieve in the brief was for the!campaign to reach and inform as many students as
possible, encourage smokers to quit, and non-smokers to join the effort in preventing
young smokers from starting. I feel that I was partially successful in this, having piqued
the curiosity of at least a few students. I hope that the information turned into
knowledge for the people who took the time to read the campaigns messages, and
influences their decision to smoke in the future.
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5. Design for Good, Fall, 2010
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6. Christine Aaron
Design for Good, Fall, 2010
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7. Design for Good, Fall, 2010
Ben Avny
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8. Design for Good, Fall, 2010
Ben Avny
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9. Design for Good, Fall, 2010
Tonia Badagoff
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10. Design for Good, Fall, 2010
Tonia Badagoff
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11. Design for Good, Fall, 2010
Tonia Badagoff
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12. Design for Good, Fall, 2010
Tonia 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
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building.

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 most
Tonia 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
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14. Design for Good, Fall, 2010
Jamie Connell
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15. Design for Good, Fall, 2010
Jamie Connell
I 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 designed
them. I thought this was a weird question since I was the one hanging them
up, but I told him yes, and he said, "Wow whatever class that is, I've seen all
the ads and I can't wait to take it. I love your design." At first I was really
appreciative of his complement, but then I realized he was paying more
attention to the designs we had made in class rather than their actual
meaning. He hadn't mentioned once if he was a smoker, or if the message
affected him. Throughout the day I watched to see people's reactions to my
posters. Walking behind a group of kids down the stairs I saw them point at
my work and laugh saying "Dude, did you see the french fries cigarettes,
that's awesome, so funny." Also a great reaction and complement, but I don't
think 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 very
hard one, and I'm not sure we all got the reactions we would have wished.
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16. Design for Good, Fall, 2010
Kenia Del Rosario
The SVA Anti smoking campaign was a unique opportunity to voice my opinion
about an issue that really concerned me—the young smokers that crowd around
the entrance of the building to smoke. When I first thought of the campaign I
wanted to hopefully teach smokers some courtesy. Being a non-smoker and
having to walk through a cloud of smoke everyday before class is no fun. At first
I used the symbol of Bo-Peep and her sheep, however the metaphor of the
sheep 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 each
other to their death in turkey. On the poster I included the story on one end
along with images of the sva smokers with sheep heads. I posted a poster on
each floor of the main building and saw a couple of students stopping to look.
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17. Design for Good, Fall, 2010
Kenia Del Rosario
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18. Design for Good, Fall, 2010
Kenia Del Rosario
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19. Design for Good, Fall, 2010
Kenia Del Rosario
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20. Design for Good, Fall, 2010
Kenia Del Rosario
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21. Design for Good, Fall, 2010
Kenia Del Rosario
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22. Design for Good, Fall, 2010
Danielle Guzman
Ode to Death
Eau de Parfum Spray
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23. Design for Good, Fall, 2010
Danielle 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 aren't 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
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24. Design for Good, Fall, 2010
Danielle Guzman
and it was removed. I don't 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 boyfriend's 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 I'm 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.
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25. Design for Good, Fall, 2010
Adly Elewa
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26. Design for Good, Fall, 2010
Michael Hefner
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27. Design for Good, Fall, 2010
Michael Hefner
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28. Design for Good, Fall, 2010
Michael Hefner
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29. Design for Good, Fall, 2010
Michael Hefner
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30. Design for Good, Fall, 2010
Michael Hefner
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31. Design for Good, Fall, 2010
Mike Kuhn
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32. Design for Good, Fall, 2010
Mike Kuhn
It was roughly 1 pm and I had almost finished hanging all my bright cyan signs around the school. I
hung the last sign in the elevator about 6ft up on the back of the elevator door, so the sign would only
be visible when the doors are shut. I had just finished hanging my last sign in the elevator and I had
one last cyan sign in my hand as well as a roll of double sided tape. I thought I was all-alone in the
elevator until a rather tall student who I had taken classes with stopped the elevator as the door was
about to close. He had clearly just smoked a cigarette and took notice to the cyan sign/ roll of tape in
my hands. He stood close to the doors to avoid any conversation with me. When the doors finally
shut, the sign was directly in front of his face. I watched as he read the sign and made the connection
that I was the non-smoker lovingly informing him that he smelled like a slaughter house dumpster. It
was by far one of the most awkward elevator rides of my life.
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33. Design for Good, Fall, 2010
Sonia Patel
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34. Design for Good, Fall, 2010
Sonia Patel
If you want to quit smoking, it’s all about the FIRST week (generally speaking). If you can survive it, your
nicotine cravings can actually disappear. That is why I created a 7 day plan comprising of 7 activities to
help SVA student smokers keep their mind off of their cig. And how did I reach SVA smokers? Guerilla
style 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 launch
the 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.
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35. Design for Good, Fall, 2010
Sonia Patel
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36. Design for Good, Fall, 2010
Sonia Patel
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37. Design for Good, Fall, 2010
Sonia Patel
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38. Design for Good, Fall, 2010
Sonia Patel
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39. Design for Good, Fall, 2010
Alex Place
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40. Design for Good, Fall, 2010
Alex Place
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41. Design for Good, Fall, 2010
Alex Place
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42. Design for Good, Fall, 2010
Yeojin Tak
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43. Design for Good, Fall, 2010
Yeojin Tak
In 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 is
almost 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 to
forget how bad the smoking is, because there are so many smokers who look all fine. Even though my
campaign was only for two days and it did not work for every smoker, I believe it was worth doing it. I
think I have gotten the best result at the first time when I posted the signs. At the second time, people
seemed like that they noticed it was a student’s work, not the real sign from SVA. Some people still
smoked although they obviously saw the sign. (I would never understand why they have to smoke that
desperate because I have never smoked a single cigar..) But for many of them, it worked. They walked
away from the door and tried to find other place to smoke. Since my main goal was not to make them
quit smoking, but was to make them not to smoke in front of the building, I think it pretty much
succeeded. After the campaign, I thought it would be great if SVA really put up some no-smoking signs
outsides the building. It would help non-smokers to breath freely, and also would help smokers to limit
their habit.
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44. Design for Good, Fall, 2010
Yeojin Tak
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45. Design for Good, Fall, 2010
Trisha Wong
Coughing, bad breath, yellow teeth, and
white!tongues!are the most!predominant symptoms in a
smoker. !Talking to a smoker can be foul and unpleasant
even if the last cigarette was smoked more than twenty
four hours ago. !I designed these masks to not only
shield the odor from others and scare people, but also
to make the seemingly obvious statement that cigarette
mouth is a bad mouth. This anti smoking mask was
placed in bathroom stalls through out Manhattan to
make a statement about smokers breath. The masks
illustrates a mouth with cigarettes overflowing from
within, this image is to help signify the raunchy stench
coming from a beautiful smile.
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46. Design for Good, Fall, 2010
Trisha Wong
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