CDC to launch anti-smoking ads
The stark, graphic campaign is the agency’s first national advertising effort.
In a graphic new ad campaign, the government is trying to shock smokers into quitting with the sometimes-gruesome stories of people damaged by tobacco products.
The new effort, announced Thursday, confronts a hard truth: Despite increased tobacco taxes and bans in many public places, the adult smoking rate hasn’t really budged since 2003.
“When we look back on just a few decades to the days of smoking on airplanes and elevators, it can be easy to focus on how far we’ve come,” Secretary of Health and Human Resources Kathleen Sebelius said at a news conference.
But smoking continues to take a devastating toll on the American public, and the new ads are meant to be “a wake-up call” to smokers who may not truly grasp the dangers, she said.
The billboards and print, radio and television ads show people whose smoking resulted in heart surgery, a tracheotomy, lost limbs or paralysis. The $54-million campaign is the largest and starkest anti-smoking push by the Centers for Disease Control and Prevention and its first national advertising effort.
The agency hopes the spots, which begin Monday and will air for at least 12 weeks, will persuade as many as 50,000 Americans to stop smoking.
“This is incredibly important. It’s not every day we release something that will save thousands of lives,” CDC Director Dr. Thomas Frieden said.
That bold prediction is based on earlier research that found aggressive antismoking campaigns using hard-hitting images sometimes led to decreases in smoking. After decades of decline, the adult smoking rate has stalled around 20% in recent years.
Advocates say it’s important to jolt a weary public that has been listening to government warnings about the dangers of smoking for nearly 50 years.
“There is an urgent need for this media campaign,” said Matthew Myers, president of the Campaign for Tobacco-free Kids.
One of the print ads features Shawn Wright from Washington state who had a tracheotomy after being diagnosed with head and neck cancer four years ago. The ad shows the 50-year-old shaving, his razor moving down toward a red gaping hole at the base of his neck that he uses to speak and breathe.
An advertising firm, Arnold Worldwide, found Wright and about a dozen others who appear in the ads. The participants developed cancer or other health problems after smoking.
Federal health agencies have gradually embraced graphic anti-smoking imagery. Last year, the Food and Drug Administration approved nine images to be displayed on cigarette packages. Among them were a man exhaling cigarette smoke through a tracheotomy hole in his throat, and a diseased mouth with what appear to be cancerous lesions.
Last month a federal judge blocked the requirement that tobacco companies put the images on their packages, saying it was unconstitutional.