Smoking

Give up smoking - go on give it up now!

Done it yet?

Go on give it up.

Still not done it??

This is what our TV regulators find allowable in an anti-smoking advert.  It will be wholly ineffective because:

1. It reminds you overtly of the thing you are trying to give up

2. it portrays it as difficult - the key being the product being advertised

3. it is offering a product that maintains the addiction

This is addiction then - staring you in the face is the reality that something you do habitually can be bad for you, but you are out of control of the habit.

The key benefits of a habit are:

1. Comfort - the routine provides a comfort it does not matter what the routine is

2. Image - the look is acceptable, desirable in your peer group it gives you something or if hidden from your peers it protects you from something

3. Chemical Fix - it releases chemicals in your body you like - either conciously or sub-conciously

If you want to change a habit - even one you are addicted to (out of control of) you can do it by recognising what it is you get from the habit in one, two and three above, then replace at least two of the things with an alternative that is better for you.

So now don't give up - change what you do to something that is more beneficial for you.

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