Friday July 10, 2020

Expert: smokers should be targeted with harsh messages

A softly-softly advertising approach will never stop people smoking, according to international anti-tobacco advertising expert Karen Gutierrez, who addressed a conference in Dublin last week.

29th May, 2010

A softly-softly advertising approach will never stop people smoking, according to international anti-tobacco advertising expert Karen Gutierrez, who addressed a conference in Dublin last week.

‘‘In general, what’s needed are very strong messages to get people’s attention, and get them to internalise the messages,” she said.

Globally, the most popular and effective campaign is one that originated in Australia more than a decade ago and has since been...

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