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Nudge in "Cancer Patients Aid Association"

by Charity-Joy Acchiardo

In India, ‘Raam Naam Satya Hai’ is chanted when a dead body is carried to the funeral pyre. This chant is synonymous with death and was leveraged in an anti-smoking campaign by the Cancer Patients Aid Association. The result was a chanting lighter, fitted at cigarette shops in place of the regular lighters. In this short media clip, the advertising company Ogilvy documents some effects of the campaign. As the protagonists approach the lighter, it produces the chant, causing the smokers to step back in horror as they are reminded of the link between smoking and death. Some of them even threw the cigarettes away. The chant in the lighter is a nudge, for while it does not restrict freedom of choice by imposing mandatory obligations, or introducing new tax/relief, it causes a change in the context in which the choice takes place.

Nudge in "Cancer Patients Aid Association"

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Ogilvy document the effect of a cigarette lighter that produces a funeral chant, causing the smokers to step back in horror as they are reminded of the link between smoking and death. The chant in the lighter is a nudge which causes a change in behavior.

from Chanting Lighter TVC (2012)
Creator: Ogilvy
Distributor: YouTube
Posted by Charity-Joy Acchiardo
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