Seems harmless? Not really

Welcome to MARKETHINK ZONE Newsletter!

Every week I share inspiring marketing campaigns, tips and advices to encourage you at work.

I hope this Newsletter will give you the weekly dose of marketing inspiration!

- - - - -

Here comes the reality

Do you smoke cigarettes?

And do you smoke e-cigarettes?

I am a non-smoker, but I respect the right of everybody to make their own choices, including smoking.

But when someone is using his right, he also has the obligation to respect the rights of the other people.

I respect the right of everybody to smoke, but everybody also has to respect my right not to smoke, because I want to breath clean air, free of cigarettes’ smoke. And when I have a lunch in a restaurant I also want to breath clean air and not the smoke of the e-cigarettes, which the people around me at the table smoke – table for non-smokers, where the e-cigarettes are not counted as smoking.

And here comes the question why the e-cigarettes are massively communicated as harmless and counted as not smoking?

The campaign, which I present you today is created by advertising agency “Magica Comunicacao” for the City Hall of Joinville, Santa Catarina, Brazil.

This is a social campaign, presenting the “other side” of the electronic cigarettes. The main communication about them is usually:

• that they are less harmful than the other ones;
• there is even a glamorization of their use;
• and the communication campaigns are usually presenting them as safe, harmless and fun thing.

But here comes the reality, which this social campaign is reminding us:

• e-cigarettes cause respiratory problems;
• they increase the risk of heart disease;
• 70% of users are between 15 and 24 years old.

“There is a side of the e-cigarettes, that no one posts about” is the key message of the campaign.

Enjoy the video and the key visual below!

This the video:

- - - - -

Thank you for sharing this virtual place with me!

For those of you who like my LinkedIn content, you can also check out my website or listen my podcast "MarkeTHINK zone"

Follow me on Instagram or join me on Twitter and Threads

Be inspired and don’t forget to use your wings to fly!

Love, Kameliya