City Unveils Another Hard-Hitting ‘Don’t Smoke’ Ad
The star of the Health Department antismoking campaign’s latest ad is Marie from the Bronx, whose smoking-related illness led to a number of amputations.
First, the city introduced us to the man who could only talk through a hole in his throat. Then, we met the sad children of dying smokers. Now, we meet the woman who is missing four fingers (and bits of at least three more).
In its increasingly graphic (and perhaps effective?) antismoking campaign, the city’s Department of Health and Mental Hygiene continues to highlight the perils of extreme smoking-related health conditions. In this case, it is profiling a Bronx woman — Marie, who has had nearly 20 amputations — to coincide with its free nicotine patch giveaway that will last from now until May 1.
A series of somewhat gruesome television commercials shows close-ups of Marie’s amputated fingers, shaded out images of the human anatomy representing her amputated body parts, a sinister bone saw and a mysterious set of clippers. The bone saw and clippers are the actual ones used in Marie’s amputations. The photos of the medical instruments were taken at her doctor’s office.
According to the Health Department, Marie developed Buerger’s disease, a condition that narrows arteries, reducing blood flow to the arms and legs. She has lost parts of most fingers, as well as a leg and a part of one foot. In the commercial she recounts going to the emergency room because she was in so much pain. She pauses, then says, “And that’s when the amputations began.”
The advertisements began today on television, radio and the Internet, in taxi cabs and in the New York City subway cars. Read more..
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