Jump to full article: The Star (my), 2009-10-03
Author: M. HAFIDZ MAHPAR
Intro: AS this year's Tak Nak anti-smoking campaign enters the final laps, it culminates in showing not just the physical effects of smoking on the smokers but also the emotional toll on both the smokers and their families.
Spencer Azizul Sdn Bhd, the advertising agency tasked with developing the Health Ministry campaign, began the year with graphic ads depicting diseases of smokers.
It has put in more ammunition since July. Spencer Azizul has introduced statistics into the Tak Nak print ads to better convince sceptics and has launched a three-minute TV commercial - the longest TV spot it has ever done.
Health Minister Datuk Seri Liow Tiong Lai told the agency that he wanted the commercial to show not only what smoking did to the smoker but also the effects of smoking on his family and others around him. . . .
Due to its length and budget constraint, the ad cannot be shown frequently, so the agency had to be very selective in the programmes chosen and the periods to air the commercial. It is mostly run during prime time.
Senior copywriter Juliet Tan says now that the ad showcases how families suffer, hopefully the family members of smokers would urge the smokers to stop. "If they get sick, the family members will have to take care of them."
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