The Centers for Disease Control and Prevention (CDC) has launched its second round of graphic advertisements aimed at raising awareness of the dangers of tobacco use and encouraging those who don’t smoke not to pick up the habit.
The new graphic ads are just as disturbing as the first round, showing images of a child in respiratory distress with the message, “Secondhand smoke triggers severe asthma attacks,” and a man with an amputated leg with the message, “If you smoke with diabetes, plan for amputation, kidney failure, heart surgery… or all three.”
The new campaign comes on the heels of a previous one that showed graphic images of patients who had suffered severe health consequences from smoking. The CDC says it believes the first campaign convinced tens of thousands of smokers to quit.
The ad campaign, which cost about $48 million, includes television, radio and online advertisements as well as print ads and billboards. Last year’s campaign cost $54 million and involved the same range of advertising. The agency said the ads led to an increase of 200,000 calls to “quit lines.”
The Food and Drug Administration (FDA) had hoped to deliver the second of a one-two punch in the fight against tobacco use in the U.S. by ordering tobacco companies to place large, graphic ads on packages of cigarettes and cigarette advertisements. The warnings were intended to replace the small warnings on packages that were placed there more than 25 years ago. However, big tobacco took the fight to court, where judges found the ads to be a violation of the First Amendment.