# Masochistic Health Marketing The Cancer Society of Finland Army Ad Aims Where it Hurts By Amelia Roblin | Published 2011-02-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cancer-society-of-finland-army-ad References: [adsoftheworld](http://adsoftheworld.com/media/print/cancer_society_of_finland_jamming_sex_machine) & [358.fi](http://www.358.fi/madein358/?t=1298262555#work_archive) Would you have guessed that this Cancer Society of Finland army ad was designed to induce awareness into the side effect of smoking? The fine print reads, "A jamming sex machine? Stop smoking." With the help of the 358 Helsinki advertising agency, this print ad, which visually likens a penis to a machine gun, targets a specific breed of individual. According to the campaign, the main sexual and artillery interests of militarily men are used symbolically to raise the issue of the negative effect the addiction has on blood circulation, and hence bedroom performance. If this Cancer Society of Finland army ad fails to sway the soldier community, I honestly don't know what will. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 44% | Activity: 51% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Provocative Health Marketing:** Disruptive innovation opportunity: Create bold and attention-grabbing campaigns that use shock value to raise awareness about health issues. - **Targeted Advertising:** Disruptive innovation opportunity: Develop ads that specifically target certain demographics or communities to deliver impactful messages. - **Symbolic Messaging:** Disruptive innovation opportunity: Explore the use of symbolic imagery to convey powerful messages and provoke emotional responses in marketing campaigns. ### Who This Affects Most - **Healthcare:** Disruptive innovation opportunity: Use unconventional marketing tactics to raise awareness and educate people about various health concerns. - **Advertising:** Disruptive innovation opportunity: Embrace bold and controversial strategies to break through the advertising clutter and make a lasting impact on audiences. - **Nonprofit Organizations:** Disruptive innovation opportunity: Utilize provocative and unconventional advertising techniques to engage audiences and drive social change for nonprofit causes. ## Related on Trend Hunter - [Erectile Dysfunction Medication Ads](https://www.trendhunter.com/trends/erectile-dysfunction-medication.md) - [Edible PSA Cookies](https://www.trendhunter.com/trends/diagnosticookies.md) - [Erectile Dysfunction Ads](https://www.trendhunter.com/trends/mangorx.md) - [Health Awareness Undergarments](https://www.trendhunter.com/trends/underaware.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Biologically Shaped Musical Gadgets](https://www.trendhunter.com/trends/balls-in-concert.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Lung Cancer-Awareness Campaigns](https://www.trendhunter.com/trends/marie-keating.md)