# Infantile Smoking Campaigns Raina Rocha Uses Pacifiers to Shock Smokers Into Quitting By Marissa Brassfield | Published 2010-05-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/raina-rocha References: [behance.net](http://www.behance.net/Gallery/Youve-quit-other-addictions_/500310) & [flickr](http://www.flickr.com/photos/rainarocha) This clever [anti-smoking campaign](https://www.trendhunter.com/trends/smoke-free) by Raina Rocha at the [Miami Ad School](https://www.trendhunter.com/trends/college-football-27) 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](https://www.trendhunter.com/trends/decaf-billboard) would superimpose a pacifier onto a pedestrian's mouth. The final use involves pacifier stickers. See Raina Rocha's creative campaign above. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 84% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Anti-smoking Campaigns:** Opportunity to create more innovative and unconventional anti-smoking campaigns that use shock and humor to encourage people to quit smoking. - **Augmented Reality Marketing:** Opportunity for using augmented reality technology in marketing campaigns to create interactive and memorable experiences for customers. - **Alternative Addiction Treatments:** Opportunity to explore and develop alternative treatments for addiction in addition to traditional methods such as nicotine patches or gum. ### Where This Applies - **Advertising:** Opportunity for advertising agencies to develop more creative and effective anti-smoking campaigns that target specific demographics and address their unique motivations and barriers to quitting. - **Technology:** Opportunity for technology companies to develop and market augmented reality-enabled products and solutions for advertising, marketing, and other industries. - **Healthcare:** Opportunity for healthcare providers and researchers to explore alternative addiction treatments and therapies, including those that incorporate technology and new forms of behavioral interventions. ## Related on Trend Hunter - [Gen Z-Targeted Ads](https://www.trendhunter.com/trends/outsmart-nicotine.md) - [Nicotine-Quitting Gamification Apps](https://www.trendhunter.com/trends/unsmoke.md) - [Vaping Cessation Tools](https://www.trendhunter.com/trends/stopfuckingvaping.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Sustainable Baby-and-Mom Brands](https://www.trendhunter.com/trends/pipette.md) - [Nicotine Replacement Therapy Products](https://www.trendhunter.com/trends/blip.md) - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Pollution-Removing Murals](https://www.trendhunter.com/trends/this-campaign-sucks.md) - [Retro-Inspired Chocolate Vapes](https://www.trendhunter.com/trends/vapezinhos-de-chocolate.md)