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Positioning, Two Ways

Posted Nov 17 2008 8:57pm

Antismoke Today's Washington Post ran an article on two new American Lung Association-sponsored BCC campaigns in DC. The initiative, which marks the District's first major anti-smoking effort since the city government allocated $10million for the cause in 2007, targets African Americans and Latinos, populations that have the highest rates of smoking and tobacco-related health disparities in the city. Of note: the campaigns, which were developed by two separate ad agencies, employ very different positioning. The campaign targeting African Americans features former Redskin Darrell Green and local go-go group Mambo Sauce and emphasizes the benefits of taking steps towards quitting (all while highlighting the "wisdom" and strength" of the viewer). The campaign targeting Latinos relies heavily on a fear-based approach, with ads featuring smoke "demons" and spinoffs of the Marlboro Man offering despondent immigrants deadly cigarettes. While the article doesn't offer any information on the research that informed the two campaigns, the mere recognition that one-size-fits-all BCC may not be the cure for what ails us is heartening. Next up: a third campaign targeting young people.

For the full article, see One Goal, Two Very Different Anti-Smoking Campaigns.  

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