I had an idea for a TV advertisement. The purpose of the advertisement would be to inform people about the costs to the healthcare system of people who get sick - and when I say sick, I mean fixin' to die sick - from smoking. Maybe if people realised the impost on their taxes through the healthcare system, there would be more of a mass movement to reduce the incidence of smoking throughout the population.
I would use the notion of an old fashioned nanny. That is to say, an older, larger, warmer, in a dress and pinafore nanny, the style of nanny you think of when you maybe think about the upbringing of the privileged scions of earlier generations. I believe there is an alternate image of nannies based on some recent, populist notion of them being strict and harsh. Probably a short term ratings winner but no resonance, you know what I mean?
The nanny would be all soft and comforting, you know, and would say that if you really understood the social and financial burden that your smoking brought on the whole population, including your city, your neighbourhood, your workmates, your friends, your family, yourself, you'd reconsider the habit.
The language would be as one would use to a child to get him or her to modify behaviour that they know is unhelpful, but just need a push. The tone would be uplifting and hopeful to insinuate that, with your help, we'll all be better off.
What do you reckon?