The campaign "The Style of Smoking" by the Anticancer Society of Venezuela, created with DLBGROUP and Xtreme Picture, addresses the prevalent misconception among potential and current smokers that smoking conveys style, passion, and attitude. The brand’s proposition centers on debunking this myth by revealing the harsh reality: while 70% of smokers believe that smoking enhances their personal style, an equally significant portion of these individuals face severe health consequences, with 70% developing cancer as a result. This message reframes smoking not as an expression of individuality and sophistication, but as a dangerous habit with life-threatening implications.
Strategically, the campaign leverages a narrative approach that first acknowledges the aspirational motivations behind smoking—style and identity—before juxtaposing these beliefs against stark public health facts. By focusing on both current smokers and non-smokers (particularly those who have not yet started), the campaign aims to influence preventive behavior through cognitive dissonance, challenging the viewer’s assumptions about smoking’s perceived social value. The choice of a cinematic film medium and emotionally resonant storytelling engages the audience on a personal level, creating a reflective moment that links lifestyle choices with health outcomes. This insight-driven creative angle harnesses cultural associations with style and attitude but redirects attention to the serious consequences of smoking, serving as a public interest intervention designed to reduce smoking initiation and promote cancer prevention in the Venezuelan market.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign fits "Symbolize the Problem" because its entire framing centers around the concept of "style" as a symbolic attribute falsely ascribed to smoking. Rather than literally showing the physical harms or a linear narrative arc, the campaign leans into the belief that smoking confers style, using this as an analogy and then subverting it with shocking statistics: “70% of people start smoking because they think it gives style, and 70% of them develop cancer.” The focus is not a direct demonstration nor a testimonial, but a symbolic exploration of how the perceived benefit (style) masks the deadly reality, making FORMAT#3 the most accurate fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Fundación Anti Tabaco Venezuela – Positions itself as an educational and advocacy organization focused on tobacco harm prevention through community outreach and school programs. They emphasize empirical data to debunk myths about smoking and aim to shift societal norms by promoting healthy lifestyles free from tobacco influence.
2. Venezuela Saludable – A government-backed public health initiative that integrates anti-smoking campaigns into broader health promotion efforts. It leverages data-driven policy advocacy and collaborates with local healthcare providers to reduce tobacco use via preventive education and support for cessation.
3. Liga Nacional Contra el Cáncer – Focuses on cancer prevention and support, with smoking cessation as a core pillar. Their positioning highlights comprehensive cancer education, emotional support for patients, and public awareness campaigns linking smoking directly to cancer risks.
4. Instituto Venezolano de Seguros Sociales (IVSS) – This social security institution engages in preventive health campaigns including anti-smoking messages. Their strategic angle is integrating tobacco prevention with broader healthcare services, promoting cessation as part of overall well-being and medical care accessibility.
5. Médicos contra el Tabaquismo Venezuela – A network of physicians advocating for smoking cessation through clinical interventions and public campaigns. They position themselves as trusted medical authorities delivering evidence-based advice and personalized cessation support to combat tobacco-related diseases.
Q: What is The Style of Smoking about?
A: The Style of Smoking is a 2017 film campaign created by DLB Group in partnership with Xtreme Picture for the Anticancer Society of Venezuela, targeting the Venezuelan market. The campaign addresses the widespread misconception that smoking is synonymous with style, passion, and attitude, particularly among those who have not yet started smoking. Through a cinematic narrative, it juxtaposes the perceived glamour of smoking with stark statistics, revealing that 70% of people begin smoking believing it enhances their style, and 70% of those individuals develop cancer as a result. The campaign aims to provoke reflection and discourage smoking initiation by reframing smoking as a dangerous, life-threatening habit.
Q: What creative device does The Style of Smoking use?
A: The Style of Smoking employs the Symbolize the Problem technique, classified as FORMAT#3 in Clapboard’s 12-format taxonomy. Rather than depicting the physical harms of smoking directly, the campaign uses the concept of style as a symbolic attribute falsely associated with smoking. By framing the act of smoking as a ritual of self-expression and sophistication, then subverting this perception with hard-hitting statistics about cancer risk, the campaign leverages analogy and symbolism to challenge cultural beliefs. This approach aligns with Clapboard’s FORMAT#3, which uses symbols or analogies to represent the problem instead of showing it literally.
Q: What is the campaign proposition for The Style of Smoking?
A: The campaign proposition for The Style of Smoking centers on debunking the belief that smoking confers style, passion, and individuality. The Anticancer Society of Venezuela, through this campaign, directly addresses both current smokers and those at risk of starting, revealing that the supposed social value of smoking is a myth with deadly consequences. By highlighting that 70% of smokers start for reasons of perceived style and that 70% of them develop cancer, the campaign reframes smoking as a hazardous behavior rather than an aspirational lifestyle choice. This strategic positioning aims to shift cultural attitudes and prevent smoking initiation within the public service market.
Q: How does The Style of Smoking rank in Clapboard's archive?
A: The Style of Smoking holds a Clapboard Campaign Score of 64/100. This score reflects Clapboard’s assessment of the campaign’s creative ambition, execution quality, and cultural relevance within the global ad archive.
Q: Who are the competitors in Anticancer Society of Venezuela's category?
A: In the Venezuelan public service and health advocacy sector, the Anticancer Society of Venezuela faces competition from Fundación Anti Tabaco Venezuela, which focuses on tobacco harm prevention through education and community outreach, and Venezuela Saludable, a government-backed initiative integrating anti-smoking efforts into broader health promotion. Liga Nacional Contra el Cáncer positions itself around comprehensive cancer prevention and support, with smoking cessation as a core pillar, while Instituto Venezolano de Seguros Sociales incorporates tobacco prevention into its wider healthcare services. Médicos contra el Tabaquismo Venezuela leverages its network of physicians to deliver evidence-based cessation support and public campaigns targeting tobacco-related diseases.
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