The ads communicate that smoking is an act that easy to start and very difficult to stop. It illustrates that smoking is a vicious circle from which it is near impossible to get out.
Filosofia
The strategy was to appeal to the vanity factor of teenagers. The campaign highlights the damage smoking does to things top-most on the minds of the teens; like personal appearance and sexual performance.
Problema
The problem was that teenagers were apathetic to the usual claims of ardinary 'anti-smoking' campaigns. They believed that diseases like cancer and heart afflictions happened only yo old people. Teenagers believed that they were going to live forever and that smoking helped them integrate with their peer groups and made them look cool and grown-up.
