CANCER COUNCIL X LEGO
With smoking rates in Australia declining every year, it is becoming less and less socially acceptable to smoke. This is because of increased awareness and education surrounding the harmful health effects smoking, the impact of plain-packaging legislation, and restrictions around smoking related media and advertising.
Despite this downwards trend, around 1 in 7 individuals still smoke regularly. There is less concrete data on irregular smoking, but it’s estimated that a quarter of smokers identify as light or irregular smokers. A large contributor to this is social smoking, the idea of only smoking in social situations, often under the influence of alcohol.
While social smoking is less harmful than heavy smoking, it still poses serious health risks, increasing among other things the risk of heart disease, lung cancer, and cataract. What’s more, smoking around other people exposes them to the health risks of second-hand smoke.
By playing on the idea of social smoking, this story board captures the idea that smoking can also be a very unsocial activity. While many individuals (especially young people) can feel pressured to smoke to fit into social situations, smoking is widely condemned by Australian society especially in public ares. Therefore the purpose of this ad is to draw attention to the social isolation effects of smoking.
This blog post was made for a MKTG3023 assessment task.
Hey Catherine,
Targeting social smoking is a great idea. Normally in anti-smoking ads they target heavy smokers so it’s a refreshing change. The information processing model of communication states that for a consumer to be persuaded about something 5 things must happen; the ad must alter exposure, attention, comprehension, yielding, intentions and behaviour.
The ad clearly shows the effects of smoking on your relationships and how it can actually deter people from spending time with you. By showing how the people move away from the smoker it clearly shows how it is actually an antisocial behaviour. The message is very clear and the simpleness of the ad is actually really effective. Because it is so simple, it is able to…
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Hi Catherine
This logo design is attractive to me, and this storyboard describes a common social phenomenon that some smokers used to persuade mates to smoke in order to become socialized people. This logo named “Cancer council”, when I saw this name I feel very positive, and the last picture emphasizes the meaning of the AD, the slogan is rememberable as well. So this is obviously an AD about smoking bans.
There are some good points should be discussed. The first one is that the story content is very abundant. I assume the second picture describes 2 non-smokers persons, then a smoker came up to persuade the other two to smoke.…
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Hi Catherine,
I think your story bored is very enjoyable to read and see. I think the logo of your campaign “Cancer Council” is very nice. It gives a positive feeling to your ad. The logo of a flower/ star like shape that looks like a person pointing to the right corner above creates a positive energy to fight cancer and bad habits. The colour yellow also creates a bold effect to the logo, making it easy to be remembered by ad viewers.
I think the use of social norms as a motivation driver to stop smoking is a very effective way of discouraging smoking. By showing how a person (demonstrated…
Hi Catherine, Yuhan here. I have to say I absolutely loved your catchy title! Lego with tiny lego men definitely can pose to tell a story which suits for bringing out a brand story too. I like the fact that you are presenting a common concern and try to make the facts about smoking intriguing with lego figures.
The highlighted hyperlinks for some words are useful and informative. It allows me(other viewers) to know what is the highlighted term is about or know more and update about what we've already known.
This is a straight-forward, informative blog but allow me to suggest that you may add facts' origin for the facts claimed. For example, who claimed smoking rates is declining…