In the campaign a young Indigenous lady talks about her own life and the fact that she has lost many relatives and friends due to the health issues caused by smoking. She states how she has suffered due to smoking and that she does not want her children to suffer. The campaign underlines the fact that smoking leads to untimely death at a young age and causes a lot of problems for an addict’s loved ones. The fact that a real person has shared her story makes this campaign highly effective. Every viewer is bound to be a bit shocked by the harsh reality and is sure to introspect. A smoker is definitely going to think about the harm caused to him and his close ones by smoking. The most important thing about this campaign is that viewers start reflecting upon their own lives after seeing this (Beekman, 2007). They can relate to the lady fom the advertisement and are bothered by the fact that such a tragedy can strike them at any moment. This induces fear and spreads awareness against the negative impacts of smoking. Just like the woman, no one would want their children to die young due to smoking related hazards. Thus, after seeing the advertisement, people get more inclined towards quitting smoking by joining GUTS.
The campaign has underlined the scary fact that 1 in every 2 Indigenous Australians are into smoking, and every 1 person in 5 is sure to die due to health hazards caused by smoking. The message sent through the advertisement, as well as the posters and displays is very clear: either stop smoking or die. This direct approach has shocked smokers and has proved to be effective.