The other day, I saw a commercial for a new anti-smoking campaign called "Driven to Quit". As a non-smoker, I applaud any efforts to help those who are addicted to nicotine beat their habit. I see much merit in this campaign, however, I question whether it is sufficient to achieve the desired results. As the latest in a long line of anti-smoking campaigns including those executed by the provincial government and various health agencies, a diminishing rate of return is becoming increasingly evident, and a different approach is warranted.
That is why I am proposing an approach predicated on the hit TV show "Criminal Minds". In one episode, Dr. Spencer Reid (Reid) was in Las Vegas at a casino. As he sits at the video poker machine, he and the female at the next machine begin chatting. During the course of their conversation, Reid says to her "6 minutes". She probes deeper and he reveals that he would say that to his mother every time she lit up a cigarette, in an effort to help her quit.
This got me thinking. If scaring people with health warnings and pictures of damaged organs isn't working, and smokers are still purchasing cigarettes despite they're being concealed behind the check-out counter, perhaps it's time for a change in strategy. If smokers are not responding to efforts to safeguard their health, perhaps they may respond to the effects of their habits on their loved ones. According to recent health publications, every cigarette shortens one's lifespan by 11 minutes.
If I had the opportunity to execute an anti-smoking campaign, I would run television commercials with happy families, laughter and endearing memories. At the end, as a member of the family lights up a cigarette, another, younger member would say, "That's eleven minutes less that I get to spend with you." This same message would be reinforced through magazine articles and a website (www.11minutes.com) which would provide visitors with medical facts supporting this statement, stories from surviving family members and solutions to those who are serious about quitting. There would also be information and resources available for those looking to establish support groups in their areas and success stories for inspiration. For those who are finding it especially difficult to control their cravings, a diary would be made available for download. Each time they light up, they make a note. At the end of the month, they calculate the number of times they lit up and multiply it by 11. The numbers will continue to add up until they become so large the impact of the habit could no longer be ignored and quitting becomes the only option.
With the right motivation, people can overcome nicotine addiction. A family that loves you and would miss you is certainly a strong incentive to stop smoking. The next time someone you love reaches for a cigarette, say "11 minutes".
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