cig.mov

http://www.hc-sc.gc.ca/ahc-asc/activit/marketsoc/socmar-hcsc/tobacco-tabac-en...

The most striking result of this research was that one of the seven character types, the TGIF group, contained a dramatically higher proportion of smokers and other substance abusers than the target group as a whole. For instance, in 1993, the national average of daily smoking among youth was 17%. Among TGIFs it was a stunning 49%. These findings started new research that led to the development in 1993 of the Morphing Cigarette ad, an ad designed specifically for the TGIFers. This ad depicted an adolescent girl being transformed into a distorted, life-size cigarette as she shared a smoke in the schoolyard with her peers. In a moment of epiphany, she resumes her human form and throws away the cigarette.

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