I can still vividly remember an addiction prevention presentation (pitch) that took place in 1991 in Bern in a cosy walnut room in a pub. Dr. Thomas Zeltner had just taken office, and instead of the six announced participants, there were about 15 people sitting at the table, unannounced. From people wearing suits to people wearing Birkenstocks. In the weeks before, research, looked abroad, talked to Felix from Gutzwil, with those affected, with those who had been weaned, with parents of addicts, with pastors, with doctors and social workers (who were like oil and water), with media people, we visited so-called addiction treatment centres (opening times Mon. to Fri. 2 p.m. to 4.30 p.m., please ring the bell and come in), brought the problem to a logical point for us and - for didactic reasons - put it into about five campaigns. Man, that was a real pain!
The general tone: advertising that uk rcs data is too open, too direct, too controversial, or even shocking has been proven not to work and is otherwise disgusting. Moreover, no one in Switzerland would understand these great English prevention campaigns. The "caress your soul" (or something similar) approach is the more correct one. Because that is obviously no longer the case today, harsh, platitude and ineffective warnings are littering our tobacco packets. What about dying early and dying sperm?
From next year, as part of this federal change of opinion, things are set to get even worse: open smoker's lungs, in four colors, under the Parisienne logo. That is not just sickening. This kind of "communication" will not work again. No smoker will let their cigarette be knocked out of their face with a sledgehammer. So why not try the opposite? Especially since there are enough good arguments to encourage smokers not to smoke - here comes the thing! - to seduce them instead of brutally raping them. Our creatives have tried this to some extent - as a little food for thought - and the Federal Health.