"Mutations"

28 December 2012

40s

Shock and Awe

There was an article in The Guardian the other day suggesting that the featured anti-smoking film isn't really that shocking in the internet era - after all, its author argued, youngsters these days are able to access far worse imagery via their favourite search engine.

We beg to differ. Although it's certainly true that there must be more horrible visions available online, they have to be sought out. By contrast, this film will show up on our television screens when we least expect and its message about smoking's health threat will be delivered whether we like it or not.

Will it work? That's much harder to evaluate. Shocking images can trigger anger because people don't want to be confronted with such stark realism and that can supersede the response that those behind this campaign are hoping to provoke.

Having said that, this film's imagery has a quality that might be able to get past those defences and even if it doesn't have an impact on smokers themselves, it seems likely to persuade their nearest and dearest to nag them to stop because the habit has never been made to look more filthy.

UK

Public Information Films