Not too long ago, I made a post about a mysterious poster featuring the silhouette of a figure scheduled to be launched on June 19. I initially thought it was an interesting marketing ad for a toy series or collectible. That assumption came from the colorful design and the fact that the figure closely resembled the popular toy collectibles trending right now.
It turns out my assumption was both right and wrong. I saw the poster again recently and discovered that the mysterious silhouette is in fact a toy, but it is not meant to be bought or collected.
Surprisingly, the ad is actually part of a campaign by the Health Promotion Board. It serves as a warning to people about the dangers of smoking cigarettes. I was really surprised by this twist because I did not expect it at all. I genuinely thought it was an ad for a new toy collectible, which is clever marketing.
This raises an interesting question: Why did they choose to present the campaign this way? It looks so cool and trendy. I realized the campaign is clearly targeting younger audiences.
Here is the thing about cigarettes. Although everyone knows their harmful effects, which are clearly shown on cigarette packaging, many people, especially younger ones, do not relate to the traditional methods of warning. For instance, each pack of cigarettes comes with graphic images of organs damaged by smoking, such as those affected by cancer or other diseases. These images aim to show what could happen to your body if you continue smoking.
But it is not surprising that younger people often ignore these warnings. They are in good health and do not feel personally threatened by these graphic messages.
That is why I am now curious about the impact this new style of campaign might have. Will it actually grab their attention? Or could it unintentionally glamorize smoking because the ad looks so cool?
Personally, I do not think the campaign will have a significant impact, and here are a few reasons why. Younger people generally do not like being told what they can or cannot do. Many of them think independently and tend to resist authority or traditional messaging from older generations.
The opposite effect might even occur. I would not be surprised if this toy is eventually launched as a real product instead of remaining just a campaign against smoking.
This campaign definitely caught my attention with its unique and creative approach. Whether or not it will truly impact younger audiences remains to be seen, but it’s a bold step in a new direction. At the very least, it’s sparked a conversation—and maybe that’s where change begins.
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