Category Archives: examples

Oliver! ambassador for anti-smoking lobby?

This week I’ve seen two examples of children’s pester power being directed to encouraging adults to give up smoking. The first is a new advert from the NHS where assorted moppets sing I’d Do Anything, to guilt-trip their parents into doing this one thing for them.

I’m not a smoker, but I imagine being subjected to this kind of aural punishment might incentivise me to stop. I’ll be interested to see what the results are. Also this week, a local news station reported on an 10 year old girl who invented a keyring that demonstrates the effect smoking has on lungs.  Apparently, the keyring has encouraged five parents at her school to give up smoking. I wonder how much of this influence comes from the keyring, and how much from the deliverer of the message being a 10 year old child.

Marketers are often accused of playing on the pester power of children to influence parents’ decision-making in supermarkets. It’s interesting to see it being harnessed as a positive influence. I’ll be keeping an eye out to see if this trend continues.


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