Phase 4: Educate

Continue to teach people more about the dangers of smoking, secondhand smoke, and encourage quitting.

Attitudes and behavior do not change quickly, and compliance with smoke-free laws can sometimes wane after initial implementation. As such, it is critical to continue communicating the dangers of secondhand smoke and smoking. Ads in this phase are similar to those in Phase 1. Personal consequence ads may also be used in this phase. Ads that are graphic and that illicit powerful negative emotions help promote cessation and the rejection of secondhand smoke exposure.


Created in India to raise awareness of, and encourage compliance with, a stricter smoke-free law (October 2008). Ran in conjunction with “Dhuann”.

More about this ad >

Cigarettes are Eating Your Baby Alive

Created in New York, US in 2006 to support cessation efforts in New York City. Also adapted to support pending smoke-free legislation in Russia, Poland, Ukraine and Vietnam. Often used in conjunction with “Cigarettes are Eating You Alive”.

More about this ad >

Ibu Ike

More about this ad >

Say No to Secondhand Smoke

This emotional Indonesian ad features Ibu Ike, a mother of two that has never smoked, but was diagnosed with throat cancer after being exposed to secondhand smoke in her home.

More about this ad >


Created in California, US in 2003 to solidify continued compliance with smoke-free laws passed in 1995 and 1998.

More about this ad >