ANTI-SMOKING CAMPAIGN: FEAR

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Released:	April 2008
Advertiser:	AUSTRIAN COUNCIL OF SMOKING AND HEALTH
Brand name:	ANTI-SMOKING CAMPAIGN
Agency:	LOWE/GGK WERBEAGENTUR
Country:	Austria
Category:	Public health & safety
Tags:	Vienna

Credits:

Advertising Agency: LOWE GGK WERBEAGENTUR, AUSTRIA, Vienna
Executive Creative Director: Walther Salvenmoser
Creative Director: Walther Salvenmoser
Scriptwriter: Walther Salvenmoser
Agency Producer: Walther Salvenmoser
Account Supervisor: Walther Salvenmoser
Advertiser's Supervisor: Prim. MR. Dr. Kurt Aigner
Director: Walther Salvenmoser
Sound Engineer: Peter Pipal


Script in English
MVO: I’m afraid of death. Said the smoker’s heart. It’ll pass. Said death. After all, you only die once.

Gambling with your life – the whole truth. www.aerzteinitiative.at
Script in Orginal Language
MVO: Ich habe Angst vor dem Tod. Sagte das Raucherherz. Das vergeht. Sagte der Tod. Der Mensch stirbt schließlich nur einmal.

Alles über das riskante Spiel mit dem Leben. www.aerzteinitiative.at.
Brief Explanation
The 'Minus Man’ represents the antithesis to the smoker’s world, which the tobacco industry likes to illustrate as youthful, successful and socially accepted. With just the bare and suggestive power of the words and the voice, the 'Minus Man’ symbolises the opposite of everything which makes life worth living. He is the anti-hero in the heated discussions on the smoking bans, reminding politicians to live up to their responsibilities.
Having said that, this campaign is not a political one, but is initiated by an objective and competent authority: the physicians’ initiative Austrian Council on Smoking and Health. Website: www.aerzteinitiative.at