Studies have shown that Indigenous Australians and Torres straight islanders are the largest demographic in Australia who are being effected by smoking; with 1 in 5 dieing from smoking related diseases. (Australian Department of Health and Aging, 2011) They also hold the highest percentage of any demographic of smokers in Australia, with around 47.7%, of Indigenous Australians and Torres straight Islanders addicted to smoking (ABS, 2013). This is why for this assignment; I have chosen the ‘Break the Chain’ Campaign, a campaign which is a subsidiary of the larger ‘Preventive Health Tobacco Social Marketing Campaign’ of 2012. This campaign is specifically aimed towards Aboriginal and Torres straight Islanders; it communicates to the target audience the benefits of quitting, the range of risks, highlights both positive and negative motivations of quitting smoking, and attempts to change the attitudes and behaviours through the sharing of personal experiences. http://www.youtube.com/watch?v=OH14tN9x3y4 The ‘Break the Chain’ ad shows an Aboriginal/Torres straight islander woman sharing her own experiences with smoking, and talks about the amount of damage it has caused for her and her family. It allows the audience identify, and empathise with these particular situations. The ad uses several emotional anchors, such as the death of the protagonist’s mother and father, and the illness that her other relatives and people around her have face as a result of smoking. In the end she tells the audience that she has quit for not only the sake of her health but for the people around her, including her children; underlying idea of this ad ultimately presents a choice, choosing between an addiction, or the livelihood of health, and to a larger extent, family.
The campaign is effective for several reasons; the protagonist recounts of real life stories, of how smoking has