Marketing a smoke-free message
Throughout the European Region, networks and collaborative groups are empowering women to combat tobacco use, and use marketing techniques to promote a smoke-free message. A Non-Smoking Generation, in Sweden, uses social marketing techniques to push targeted messages to young people, such as the 2009 Ugly Models campaign, which used a film to explain the dangers of smoking to female smokers. A Women Free from Smoking campaign in Ukraine organizes publicity events to raise awareness and promote legislative change. Recent initiatives include Deadly Pink Death, in which male celebrities approach women in the street and ask them to quit smoking, followed by a “dance of death” in pink costumes.