Tips From Former Smokers ("Terrie")
Centers for Disease Control and Prevention (CDC)2012
Tips From Former Smokers ("Terrie") is a 2012 30-second television commercial (national multimedia campaign) for Centers for Disease Control and Prevention, created by Arnold Worldwide.
The line
Smoking causes immediate damage to your body.
Why it works
Terrie, a former smoker, shows viewers how she gets ready for the day now that treatment for throat cancer has cost her her teeth, her hair and her larynx, and she speaks through an artificial voice. The CDC's "Tips From Former Smokers", created with the agency Arnold, was the first time a US federal agency had developed and paid for national tobacco-education advertising, and it is studied as proof that unflinching testimony from ordinary people can move smokers to act. During its 12-week run in 2012, calls to the national quitline rose 132% and visits to the government's quit-smoking website rose 428%. A study in The Lancet estimated that the campaign prompted 1.6 million extra quit attempts, and the CDC says more than 100,000 people probably quit for good, double its target. The campaign cost $54 million, roughly what cigarette makers spend on advertising and promotion in two days.
Techniques
- Testimonial and endorsement A real former smoker speaks from experience about getting ready each day after throat cancer treatment took her teeth, her hair and her larynx.
- Fear appeal It shows the lasting physical damage of smoking-related disease to frighten smokers into calling a quitline and trying to quit.
Sources · 4
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