Here, the organizers have tried to aptly take up how the nicotine content of cigarettes can result into jeopardizing health implications like lung cancer or oral cancer. This has been achieved by a ‘visually appealing’ social marketing campaign, which is equally informative and competent at spreading the word of awareness related to smoking and its hazards (Al-Shammari, 2011).
The government has recognized this problem and has supported Galambila Aboriginal Medical Service and MNCDGP fully in their fight against smoking. The social marketing campaign that has been used to market GUTS has different aspects. The most effective one is using a TV commercial (Dahlen, 2008). A chain of advertisements featuring indigenous people have been distributed through the different media channels. Still photos and posters of the campaign have been published online as well as in all the important newspapers. This series of advertisements sheds light on the harsh truth about the impacts of smoking on the lives of indigenous people. The approach is raw and gritty. Unlike other anti-smoking advertisements that use celebrities or models to send the message in a glamorized fashion, this advertisement campaign has opted to focus on the reality. Real victims of smoking, people who have lost their loved ones to health hazards caused by smoking have been shown in this advertisement.