Narrative Outline
Why Do People Smoke? Generally and psychologically, people smoke because of curiosity. The second reason is because of influence. The most significant influence and pressure to encourage smoking is from peers and family. In Taiwan, for example, friends could ask each other to smoke to express a friendly relationship in a party. This is why the number of smokers among young people has highly increased in Taiwan. Family is also a part for influencing young people to learn to smoke. The last one is misleading. Smoking can show a kind of special quality which makes people believe that smoking is an important social need, and gradually form a habit that they cannot stop. People smoke because of emotional needs.
In conclusion, people smoke not only because of psychological needs but also because cigarettes corporations build strong brandings, which can relate to the consumer’s emotional and spiritual needs.
Creative Solution
To design a book for kids in order to teach them not to smoke and let them understand that smoking is a bad thing for everyone. Meanwhile, children can tell their parents not to smoke. Therefore, this campaign is not only for kids but also for their family members. Most anti-smoking campaigns focus on scaring people in order to stop them smoking cigarettes. For example, showing the unhealthy lung. In this campaign, using the humorous illustrations is the way I chose to achieve the goal for affecting kids. Key deliverables include illustration book, four cards, and stickers.
Outcome
The anti-smoking campaign is systematically designed through a step by step process including research, analysis, strategy, and concept.
Kids learn from the book and use the cards with to the people who are the smokers, for instance, by giving one of the four cards to their smoking parents. Because the card shows the bad influence of smoking, their parents can get the message from their kids that their babies do not like that they smoke.
