Seems harmless? Not really | MarkeTHINK zone

Here comes the reality

Do you smoke cigarettes?

And do you smoke e-cigarettes?

I am a non-smoker, but I respect the right of everybody to make their own choices, including smoking.

But when someone is using his right, he also has the obligation to respect the rights of the other people.

I respect the right of everybody to smoke, but also everybody has to respect my right not to smoke, because I want to breath clean air, free of cigarettes’ smoke. And when I have a lunch in a restaurant I also want to breath clean air and not the smoke of the e-cigarettes, which the people around me at the table smoke – table for non-smokers, where the e-cigarettes are not counted as smoking.

And here comes the question why the e-cigarettes are massively communicated as harmless and counted as not smoking?

The campaign, which I present you today is created by advertising agency “Magica Comunicacao” for the City Hall of Joinville, Santa Catarina, Brazil.

This is a social campaign, presenting the “other side” of the electronic cigarettes. The main communication about them is usually:

that they are less harmful than the other ones;
there is even a glamorization of their use;
and the communication campaigns are usually presenting them as safe, harmless and fun thing.

But here comes the reality, which this social campaign is reminding us: