Lung cancer awareness ad

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Recommended: Effects of advertising

In our society we are exposed to somewhere between five hundred and six hundred advertisements a day whether we consciously notice them or not. Since we are exposed to so many advertisements every day, companies have to get creative for us to pay attention to their advertisements. One advertisement that certainly caught my attention was one I saw online from the Lung Cancer Alliance of America. In the series of advertisements, called “No One Deserves to Die”, shows stereotypes such as hipsters, cat lovers, people with tattoos, and the genetically privileged, among others, with large print with the words “(stereotype) deserves to die.” On their website, the advertisement goes on to say, in smaller print, “If they have lung cancer.” According to the website of the Lung Cancer Alliance of America, the advertisement was meant to bring awareness to the public that many people do not do anything to cause their lung cancer and that it can happen to anyone. Although it caused uproar in the process, this advertisement was successful in achieving its goal: raising public awareness about the causes of lung cancer.
The way the cancer awareness advertisement appeared to the public first was one of the major causes of the negative reactions from the public. The series of images were located on bus terminals and telephone booths in large cities including New Orleans, Seattle, New York, and Chicago, and all they read was “(stereotype) deserves to die.” The posters had no mention of what the campaign was for other than an address to the companies website. Later, “the killer” was revealed on the advertiser’s website, NoOneDeservesToDie.org. These posters confused and upset many people living in the areas and caught the attention of new...

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...gnosed. Every year around 160,000 people die from lung cancer, and yet it is one of the least funded in cancer research. This advertisement effectively raised public awareness of the problem and it did so in a clever way. Although it was confusing for many in the days preceding the reveal of the “killer”, it dramatically increased the number of hits on the cancer alliance’s website and the overall public response was positive.

Works Cited

Elliot, Stuart. “Cancer Campaign Tries Using Shock to Change Attitudes.” The New
York Times.” The New York Times Company, 9 July 2012. Web. 20 November 2013.
Lung Cancer Alliance. Advertisement. No One Deserves to Die. No One Deserves to Die.org, 2012. Web. 17 November 2013.
Rosenfeld, Everett. “Who Really Deserves to Die? It’s a Trick Question.” Time Magazine.
Time, 2 July 2012. Web. 19 November 2013.

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