Has anyone seen the newish online stop-smoking program campaign becomeanex.org? It’s a program designed to help you “re-learn life without cigarettes.” I was drawn to it through banner ads containing quirky line art animations of smokers in trigger situations – i.e., out drinking, after a meal, celebrating…
In each 10-second animation, there’s a surprising reveal of the cig behind the situation: the “celebrating” girl is surrounded by confetti and blowing a party horn. After a few honks you realize it’s actually a lit cigarette she’s blowing. The “after a meal” guy finishes his food and belches up a cigarette. Kinda weird – I like it!!
Problem is, the animations aren’t a lead-in to anything; they’ve generated some angst by reminding me I want to smoke, but now they’re not following it up with any reasons why I shouldn’t want to. Where and when does the relearning begin? The “get started now” link is similarly frustrating – takes me to a heartless and disengaging sign up form.
Meh. Too hard. Too depressing. Too futile. I didn’t want to join your stupid program anyway.
The site does a clever job of nailing smoking behavior, but it seems nobody paid enough attention to understanding quitting behavior. I’m not a smoker, so maybe this approach works in a way I can’t see. But I suspect that by not dangling the benefits of not smoking and only reminding me of what I will have to give up, quitting still just sucks.
“Big on Twitter With Eric Pratum” – Humaneers
Problem-solving is not linear. It is an examination of an issue through a lens developed by the professional and personal experiences of others over time and is subject to different interpretations based on the experiences of those solving the problem with you. Humaneers consistently is looking to explore the lenses of members of our team…