Generally speaking, I hate all the anti-smoking campaigns. They are filled with shock which rarely translates into positive results. They are so over the top that either they make people turn the channel or they simply insult the viewer’s intelligence. It seems that the FDA has finally figured it out with their “Real Cost” campaign.
The campaign did not start out strong, focusing on the shock value of a teen doing something like, oh I don’t know, pulling a tooth out or peeling skin off of the face of a teen to pay for a pack of smokes. You remember this piece of garbage, right?
They released a series of these and they were nothing but the same shockvertising crap that’s been trotted out for years. Then, someone figured it out. They decided for once to not talk down to teens and created an ad that actually treats them like adults. So, for the first time ever, we now have an anti-smoking campaign that doesn’t completely suck. Kudos to the FDA for finally figuring it out and getting it right.