1. This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

2. When looking at an ad, ask these
5 questions:
•
1. What is being advertised?
•
2. Who is the target audience?
•
3. What does the advertiser want me to believe?
•
4. What do I know to be true?
•
5. What advertising appeal did they use?
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

3. 1. What is being advertised?
2. Who is the target audience?
3. What does the advertiser
want me to believe?
4. What do I know to be true?
5. What advertising appeal did
they use?
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

4. 1. You’re lacking or missing out
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

5. 1. What is being advertised?
2. Who is the target
audience?
3. What does the advertiser
want me to believe?
4. What do I know to be true?
5. What advertising appeal
did they use?
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

6. 2. Promises
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

7. 1. What is being advertised?
2. Who is the target audience?
3. What does the advertiser
want me to believe?
4. What do I know to be true?
5. What advertising appeal did
they use?
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

8. 3. Excitement
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

9. 4. Star Power
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

10. 5. Testimonials
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

11. 6. Bandwagon
“Everybody is buying this!!!
Join the crowd!!!
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

12. 7. Snob Appeal
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

13. 8. Heart Strings
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

14. 9. Weasel Words
Olay Total Effects; the maker says its cleaning cloths
"will help fight seven signs of aging.”
This product is stating it might fight the signs of aging,
but don't expect it to cure the signs of aging.
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

15. 10. Put downs
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

16. aper for you.
out 1 piece of p
Get
turning this in
You will be
# 1-12
You willl
You wil
choose thee
choose th
TOP 2
TOP 2
appeeals-no
app als-no
more!!
more
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

17. -CORRECT THEM
-Turn in your paper as you leave
class today.
Promises
In the next day, you will get to be
cigarette advertisers and you will
make a pack marketing cigs to
teens. So, first lets get some facts
about tobacco…
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

18. Tobacco Dangers
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

19. Smoking kills you…
• Smoking is the #1 preventable
cause of death in the United States9
Top 4 Causes of death in U.S.
are all related to smoking!:
1.
2.
3.
4.
Diseases of heart
Cancer
STROKES
Chronic lower respiratory diseases
Page 1
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

20. There are many Physical Dangers of Cigarettes:
•
Damages
•
nearly
•
every organ
•
of the body!!!1
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

21. Physical Dangers of Cigarettes 1:
NICOTINE:
TWINS: SMOKER –VS- NON-SMOKER
•
is highly addictive and
the feeling lasts only 1/2 hour
•
constricts blood vessels
•
increases heart rate and
blood pressure
•
a tolerance develops
It’s hard on
your skin!
Page 1
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

22. Physical Dangers of Cigarettes 2:
CARBON MONOXIDE:
(Lack of Oxygen causes heart disease)
•
is an odorless, tasteless gas in cigarette smoke
•
displaces oxygen from blood so less gets to heart, muscles
•
causes poor circulation and leads to amputations
Page 1
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

23. Physical Dangers of Cigarettes 3:
TAR:
•There are over 4,000 chemicals in tobacco smoke.
•They contain carcinogens which cause lung cancer.
Page 1
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

24. This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

25. 2 of the Diseases Smoking Causes:
Chronic Bronchitis:
...is chronic
inflammation in the
lungs causing scarring
of the airways and
excessive production
of mucus that results
in a chronic cough.
Some call it a
“smoker’s” cough.
Emphysema:
... is a condition of the lungs where
there is an abnormal increase in the
size of air spaces, (holes!) with
destructive changes in their walls
and a reduction in their number.
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

26. 2 of the Diseases Smoking Causes:
Emphysema:
... is a condition of the lung where there is
... is a condition of the lung where there is
an abnormal increase in the size of air
an abnormal increase in the size of air
spaces, (holes!) with destructive changes
spaces, (holes!) with destructive changes
in their walls and a reduction in their
in their walls and a reduction in their
number.
number.
Simulate
Emphysema with
straws
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

27. Why Is Tobacco Legal ????????????
If we know cigarettes are so bad
for you, why are they legal?
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

28. Cigarettes is a big business:
• The major tobacco companies
spend $11billion per year on
marketing10
And they make a lot
of $$$$ from
recruiting teenagers!
(That’s $30M per
day!!!!!!)
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

29. Teenagers are targeted by tobacco
companies…
80% of smokers start before they are 182
1200 people die
a day in America
from Smoking3
(so they need to recruit this
many more smokers every day!!)
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

30. Teenagers are targeted by tobacco
companies…
• 80% of smokers start before they are 18.1
• 1200 people die a day in America from
smoking.3 (So they need to recruit this
many more smokers every day!!)
• ”Today’s teenager is tomorrow’s potential
regular customer.” – Phillip Morris executive
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

31. •Scientists have confirmed that it could take
just one cigarette to become addicted.
Research found that 12- and 13-year-olds showed
evidence of addiction within a few days of their first
cigarette.4
- It takes an average of
18 years to quit smoking.
Raise hand if know
someone who
smokes and is trying
to quit…they will tell
you not to even
start!!
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

32. Create your own cigarette pack ad
Act as if you are a tobacco
advertiser and use an appeal
technique to try to get teens to
buy your pack of cigarettes.
(You can use the slogans…)
Write your name
and the appeal you are using…
32
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

33. Tobacco Dangers
Day 2
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

34. 3. Chewing Tobacco and cigars and pipes are
no safer
than cigarettes!!!!
Receding Gum
Line
Cracked Lips
Bleeding Gums
Page 2
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

35. Rotting
Teeth
Loss of
Teeth
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

36. atch
ry pre-cancerous p
Watch for a leathe
…
alled: Leukoplakia
c
inside their mouth
70% of
chewers have
mouth
sores…5
and those
mouth sores
lead to oral
cancer!
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

37. Oral Cancer
75% of
cancers in the
mouth, lips,
tongue, throat,
nose and larynx
are due to
tobacco use!
5
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

38. Lip, Tongue,
Jaw, and
Mouth Cancer
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

39. Esophageal and
Cheek Cancer
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

40. The damage is extensive!!!
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

41. According to the
Centers for Disease
Control and
Prevention, as
many as
T a s afe r
It is NO
native to
alter
rettes!!!
ciga
20% of high school
boys and
2% of high school
girls
use smokeless
tobacco.6
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

42. 7 Signs of Cancer: cancer
(as designated by the American Cancer Society)
http://www.webmd.com/cancer/understanding-cancer-symptoms
CAUTION:
C hange in bowel or bladder habits.
A sore that does not heal.
U nusual bleeding or discharge.
T hickening or lump in the breast, testicles, or elsewhere.
I ndigestion or difficulty swallowing.
O bvious change in the size, color, shape, or thickness of a wart,
mole, or mouth sore.
N agging cough or hoarseness.
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

43. Also signs of Cancer:
The following symptoms may also signal the presence of
some form of cancer:
Persistent headaches
Unexplained loss of weight or appetite
Chronic pain in bones or other areas of the body
Persistent fatigue, nausea, or vomiting
Persistent low-grade fever, either constant or intermittent
Repeated instances of infection
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

44. Pair / Share:
If you feel comfortable sharing, tell
your table if you know anyone
smokes or chews.
Do they smoke in your house?
Do you know how many packs or
cans they use per day?

45. If you’re pregnant-don’t smoke!!
Smoking increases infant death by 33%
Don’t hang around a smoker- for every
___8___smokers who die, they take ___1___
non-smoker with them!!
Second-hand smoke kills. It’s especially dangerous
to young children.
Page 2
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

46. Ways to protect yourself
from second-hand smoke:
-Ask them to smoke outside only
-Keep your door to your room closed
-Get an air filter
-Ask them to smoke in one place only
-keep encouraging them to quit!
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

47. $$$$$$$$$$$$$$$$$$$$$$$$$$$$
6. $$$$ spent on tobacco:
47
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

48. $$$$$$$$$$$$$$$$$$$$$$$$$$$$
$7.00
pack/can a day x 365 days =____ per year
$7.00
pack/can a day x 365 days =____per year x 5 years= ____
$7.00
pack/can a day x 365 days =____ per year x 10 years=____
$7.00
pack/can a day x 365 days =____per year x 25 years= ____
Figure for someone you know:
$7.00
pack/can a day x 365 days =______
_x the #
of years they've smoked= ______
per year
Page 2
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

49. Create your own cigarette pack ad
Act as if you are a tobacco
advertiser and use an appeal
technique to try to get teens to
buy your pack of cigarettes.
(you can use the slogans…)
Write your name
and the appeal you are using…
49
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

50. 50
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

51. Finish Tobacco Packs
Day 3
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

52. 52
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

53. Our Brain and Habits –
Go to separate PowerPoint
Day 4
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

54. Tobacco Brochures
Day 5-6
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

55. Tobacco Brochures
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

56. Tobacco Brochures by Hand
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.