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Smoking and Junk

Straight to the point campaign linking the emotions felt towards smoking to eating unhealthy food.

Photo of DeletedUser
11 23

Written by DeletedUser

We are all aware of the health risks associated with smoking. There may be an opportunity to use this understanding to frame this topic. The image above is aimed at changing the perception of parents. In the UK there are many different types of anti-smoking campaigns aimed at all different age groups, I imagine a similar need for this idea to work with regards to making healthy food choices.


I appreciate that the message in this image is quite hard hitting but sometimes you've just got to cut the crap and tell people how it is.

Age of kids. The solutions to changing kids’ eating behaviors will vary depending on their age. What works for a toddler won’t necessarily fly for a teenager, although we suspect some concepts might be appropriate for all ages—even adults! Which age bracket does your concept address (tick all relevant boxes)?

  • Pre-school (Tots) 2-4
  • Elementary (Kids) 5-10
  • Middle school (Tweens) 11-13

Evaluation results

7 evaluations so far

1. Food Knowledge - To what extent is this concept teaching people about food knowledge?

It's teaching people a great deal about food knowledge - 0%

It's teaching people a moderate deal about food knowledge - 14.3%

It's teaching people a little about food knowledge - 71.4%

It's not focused on food knowledge - 14.3%

2. Cooking - Is this concept focused on getting people to cook?

It's all about getting people to cook - 0%

It's moderately about getting people to cook - 0%

It's getting people to cook a little - 42.9%

It's not focused on cooking at all - 57.1%

3. Originality - How original is this idea?

This idea is extremely original - 0%

This idea is somewhat original - 28.6%

This idea has some originality about it - 57.1%

I have seen this idea before - 14.3%

4. Scalability - How scalable is this idea across communities and geographies?

This idea can be scaled across many communities and places - 71.4%

This idea can be scaled but needs some work - 28.6%

This idea will take a fair bit of work to scale - 0%

This idea cannot scale at all - 0%

11 comments

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Photo of Chandra Shekhar

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Photo of Franziska Luh

First: These campaigns don't work. Believe me, I work in advertising. They create awareness and maybe public interest amplyfied by the media, but they don't change people's behaviour. Second: Such campaigns are often just a form of whitewashing governmental reluctancy to change the law in a way that really protects the people even if it means a loss of significant tax money, which makes them noncredible for a bunch of people.

Photo of DeletedUser

DeletedUser

Agree - just campaigning will be not driving change. However as ads do effect our decision making (it is just about to identify those 50 percent which work isn't it ?) there is need for a campaign. So how to get out of this limbo ? The classical way would be "heros" or "vip" which represent themselves as advocats. However where to find celebrities or idols which really stand for green ?

Photo of DeletedUser

DeletedUser

I also think that the tone of voice of this idea could be explored much more thoroughly so that perhaps the message is delivered in a less patronizing fashion and a more informative.

Photo of DeletedUser

DeletedUser

I think this idea is all about provoking reaction and getting people to psychologically agree with the idea that poor eating choices are bad for your health, even if they don't act on it there and then.

Thanks for the comments, it's always nice to hear honest opinions. @Franziska Luh and @emir shad, I'd be interested to see the proof that the provocative smoking campaign graphics (both bill board and on the packet) have not had a positive impact on the perception of smoking as a bad habit. I would challenge anyone to be able to prove that the small-dosed and frequent exposure to these graphics and images does not have a impact on the conscious and subconscious of the smoker so that in the long term they are more likely to make the right decision about whether to smoke or not.

So whilst I do not believe that alone this idea would see the end of unhealthy food choices in kids, I do see it as part of a wider campaign that yes grabs attention in a way that resonates with people.

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DeletedUser

the british government are going to stop all public information campaigns because they just dont work.... its about education not making light or sillyness out of something, i dont think image play is clever in 2010, maybe in 1942 it may have held some significance but,. lets not be patronising

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DeletedUser

Don't stop with analogy to smoking. Your brain on drugs... your brain on junk food.

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DeletedUser

Thanks for the comments. I wasn't really thinking that it could be taken as far as banning junk food eating in public or insurance companies getting involved, I was more trying to frame the topic in an emotional context that people understood. But, perhaps this is the end point when we consider the strains that unhealthy eating is putting on the public services we are all entitled to. I talk from a UK stand point where we have the NHS and the impact obesity is having on this service is astounding!

http://www.24dash.com/news/health/2010-08-27-UKs-obesity-problem-placing-overwhelming-burden-on-NHS

At the very least, more effort needs to be made by governments and organisations in promoting a healthy and sustainable (in terms of health) lifestyle.

Photo of Demian Repucci

Interesting concept! (luv the photo of the kid. He will definitely appreciate that one being out there when he's older :) ) Your idea started me thinking how far the association between a practice such as smoking and the practice of eating junk food. Could definitive studies be done that show a relationship between junk food consumption and heart disease, diabetes, obesity, shorter life expectancy, etc.? If the claims cold be supported by peer reviewed data, would the next step be legislating that warning labels be put on all of the burger wrappers that are sold at fast food restaurants? Or push it further to the point of cities and states making it illegal to eat fast food in public, just as it is illegal to smoke inside a restaurant or office. Could it get this far? Maybe, instead of laws being the driving force behind this sort of change, it would be insurance companies that would be on the forefront of this change in public habit. Maybe insurance companies could mandate that, to receive the lowest premium coverage, you could not be a fast food eater (much as you can't smoke to be considered 'low risk')
I am not sure that this would be the best way to go. But it is definitely a conceivable route that could be taken as the affect of fast food on our collective health is further understood. Thanks for the concept!

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DeletedUser

I love that junk would be the early 21th centuries smokes! Moviestars forbidden to eat burgers, labels on snacks and lawsuits all over the place. It would be really cool to check out the old anti-smoking campaigns and just remake them into anti-junk campaigns. Looking at the numbers we obviously dig quite good...

Photo of DeletedUser

DeletedUser

I love that junk would be the early 21th centuries smokes! Moviestars forbidden to eat burgers, labels on snacks and lawsuits all over the place. It would be really cool to check out the old anti-smoking campaigns and just remake them into anti-junk campaigns. Looking at the numbers we obviously dig quite good...