Lung cancer doesn’t discriminate and neither should you.” “Many people believe that if you have lung cancer you did something to deserve it,” notes the site. The Lung Cancer Alliance didn’t use shock tactics for the heck of it but to make a point. We had people's attention and we wanted to make sure our real message was heard while audiences were still engaged and listening.” Kohnke reports, “We moved up the reveal because of all the conversation that was taking place already about the campaign. (Visit the site and scroll down the home page to see the campaign message exposed in eye-catching infographic-style animations.) The buzz was so great, the agency moved forward the planned date of the unveiling.
The reveal for this campaign, when the Lung Cancer Alliance was disclosed as the brand behind the program, came on No One Deserves to Die, a terrific site launched as the hub of this viral campaign. This campaign’s message succeeded in getting wide attention everywhere from Time Magazine to Huffington Post to Perez Hilton. That’s all in the game when a brand launches a shock campaign-some people get annoyed, the word spreads, and then comes the big reveal, hopefully accompanied by acceptance, interest and even more word of mouth. As the posters appeared in cities across the nation, some folks took offense. Of course, none of these people deserve to die (although some hipsters are darn annoying), and that was the intent of the campaign. I had the chance to interview Denise Kohnke, Senior Vice President of Strategy and Business Development at Laughlin Constable, about the campaign, the precautions and the outcome. These were the provocative messages of a guerilla ad campaign launched recently by the combined offices from Milwaukee, Chicago and New York City of Laughlin Constable for their client… well, we will get to that in a moment.
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