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Media and
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Tel. +61 3 9925 3176
Fax +61 3 9662 2739
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–– Expert comment on shock smoking ads ––
Quit Victoria’s latest anti-smoking campaign, “Cigarettes Are Eating You Alive”,
was launched on television last night.
The ad raises the shock factor to a new level, graphically illustrating the health
effects of smoking.
How effective are shock tactics in encouraging behavioural change in the
community?
With prime-time TV full of graphic scenes of surgery, post-mortem dissections and
forensic crime, how easy is it to shock people today?
How much further can quit campaigns go in their efforts to shock smokers out of
their habits?
Dr Stephen Downes is a lecturer at RMIT University’s School of Applied
Communication and an expert on marketing, branding and advertising.
He is available for comment on Quit Victoria’s new anti-smoking campaign.
For interviews: RMIT University’s Dr Stephen Downes, 0412 962 429.
For general media enquiries: RMIT University Media and Communications,
Gosia Kaszubska, (03) 9925 3176 or 0417 510 735.
25 May, 2009
NEWS 
