Smoking like any other addiction is hard to give up. One study published in Science Direct said that public health commercials that talk about smokers don't make the situation easier for the smokers themselves. These campaigns doesn't only discourage people from smoking but they also make them feel depressed and makes them feel harder to get rid of this addictive habit.
According to Medical Daily, the American Legacy Foundation, they are the group that is responsible for the Anti-Smoking Truth Campaigns decided to try a different approach in their campaigns. They came up with the idea of their ad "Swipe Left". This ad tries to discourage smoking by showing that people who smoke are unattractive which ultimately makes them less likely to date. The ad ask viewers to "swipe left" on the app Tinder and turn down potential romantic matches that are holding a cigarette in their profile.
As per the study, ads like these always have a good intention in mind. However, for smokers they might feel defensive, anguished and finally will not give up this habit. A researcher involved in the study, Rebecca Evans-Polce said that these feelings that they have are connected to negative consequences in smokers from increased intentions to quit smoking to increased stress to greater resistance to quitting smoking.
The researchers reviewed 600 articles relating to smoking. They found that about 30 to 40 percent of these smokers felt that they disapproval and social unacceptability is very high. Around 27 percent felt that because of their habit they are treated differently by others. Another 39 percent believed that people would look at them or think of them less because of this reason. They are described as the outcast, pathetic or bad person.
A past research has suggested calling them names and labeling them as less worthy has actually prompted people to give up this habit but because of these ads it back fired. They said instead of helping and encouraging them to quit it resulted to increased resistance to quit smoking, higher stress-level and more.
In conclusion, the team suggested that the ad campaigns highlight the benefits of giving up this habit. They can be physically active or can make them save money. This may convince the smokers to give up smoking.
