Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

Raina Rocha Uses Pacifiers to Shock Smokers Into Quitting

 - 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.