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The Israel Cancer Association launches new public education campaign for youth
The ICA is currently launching a new public education campaign*, which aims to increase awareness among Israeli youth as to the hazardous effects of smoking. The campaign will be conducted throughout July and will address youth through the various media channels - TV, Internet and the written press.
This is a two-stage public education campaign which addresses youth in their language, using both verbal and visual techniques. The teaser that was aired on Tuesday the 6th of July 2010, looks like an ad for new cigarette brands called "Single" and "Distance", tailored to young men and women, under the following slogans: "Smells like you're all alone again" and "Smells like no one comes near you".
Several days later, the entire campaign has been revealed, presenting the opening line from the teaser, only this time, the following warnings will appear on the cigarette packages: "Warning! Bad breath will leave you lonely forever" and: "Warning! Your friends are put off by bad breath." The banners will direct surfers on the net to a mini website that was specially designed for this campaign.
To the mini website
The mini website attacks the problem of foul smelling breath from cigarette smoking, the same foul smell which friends don't like to mention, but talk about behind smokers' backs. The mini site is designed in bold and attractive colors and creates interaction with visitors. In addition, the mini website has a link to Facebook, a link to printouts of warning stickers, links to You Tube videos about smoking cessation and more.
This campaign seeks to heighten awareness among youth as to the hazardous effects of smoking. Many young people are totally unaware of these inherent dangers. In this campaign the Israel Cancer Association will speak to youth in their language about the hazardous effects of smoking.
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