This hard hitting anti-smoking print advertisement campaign was launched by Association of Defense of the Health of the Smoker, Brazil, to create awareness regarding smoking related cancer. The campaign essentially aims at conveying the fact that there is still no cure for cancer caused by smoking. The advertisements are showing lungs which are prone to be affected by smoking directly and then insisting that the cure of this deadly disease is still nowhere in sight.
The most striking advertisement of the campaign is the one with the punch line, ‘The cancer will be history in 20 years’, which is being reiterated since time immemorial and today we still repeat the same language. The copy of the first ad reads, ‘A safe treatment of pulmonary illnesses with the use of cells trunk will be possible in one year, two years, five years, ten years, fifteen years, twenty years, fifty years.’
The second copy reads, ‘A remedy to remove impediments completely from the arteries will be manufactured up to 1990.’ The campaign was developed by NeogamaBBH.
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