What a pleasant surprise—a fortune cookie replacing a cigar-wielding woman celebrating her success in negotiation. How about that!
You may recall my blog post and press release anguishing over the previous ad by Karrass that showed a woman with a cigar in hand. I was literally ecstatic when I opened a current in-flight magazine during my most recent trip and found that Karrass has changed its tune and its advertising.
Thank you, Karrass.
As it is, we are making very little progress in reduction of tobacco use. About 60 million Americans (almost 20 percent of the population) still smoke. Despite the efforts of many organizations, most individuals are unable to shake the addiction and new smokers are continuously joining this list. Images such as a beautiful and obviously successful cigar-smoking woman work against non-smoking campaigns. We don’t need images such as these to further promote tobacco-related peer pressure and curiosity among teenagers and young adults of both sexes. There are definitely other ways to celebrate success.
As we’ve just seen, the creative talent behind these and other ads can come up with ways make a strong impression without using unhealthy examples. One of the important reasons we are having difficulty getting across the message of disease prevention has to be that this creative talent has not engaged in this effort. Instead, just watch TV, listen to the radio or read a magazine for just a few moments and you will see how creative talent is used to promote unhealthy and often blatantly dangerous choices. In addition to promoting tobacco, we are spending our time and talent, as well as our name, fame and financial resources on selling pills and procedures to control diseases. Think of what would happen if we spent the same effort and financial resources on preventing them.
The revised ad from Karrass is a very welcome surprise. This renews my hope that once we can harness and partner with this type of talent, the messages about disease prevention will be more effective.
Thank you again Karrass. Well done.