Raina Rocha Uses Pacifiers to Shock Smokers Into Quitting

By: Marissa Brassfield - Published: May 3, 2010 • References: flickr &
This clever anti-smoking campaign by Raina Rocha at the Miami Ad School São Paulo replaces cigarettes with pacifiers. The campaign's tagline, "You've quit other addictions," is an empowering alternative to smoking campaigns that use shock.

In the campaign brief, Raina Rocha notes three exciting interactive applications. In one, models would be paid to suck pacifiers rather than smoke between shows. In another, an augmented reality-enabled bus stop would superimpose a pacifier onto a pedestrian's mouth. The final use involves pacifier stickers. See Raina Rocha's creative campaign above. Stats for Infantile Smoking Campaigns Trending: Older & Warm
Research: 13,685 clicks in 315 w
Interest: 4 minutes
Concept: Raina Rocha
Related: 46 examples / 35 photos
Segment: Neutral, 18-35
Comparison Set: 17 similar articles, including: lungs made of cigarettes, 31 killer incentives to quit smoking , and morbid vow billboards.