No I am not sitting here swiping away with the hope of finding my future life partner. I have just watched the latest “Truth” campaign ‘Left Swipe Dat’, which hopes to eliminate teen smoking.
The video that recently aired at the Grammys features X Factor singing creation Firth Harmony, online pop star Rebbeca Gomez aka Becky G and YouTube stars Alphacat and Jimmy Tatro repetitively telling you if you see a smoker on Tinder, “left swipe dat”. For those of you blissfully unaware, left swipe on Tinder is not the desired swipe direction. Take a look:
As you can see it includes everything you could possibly want in a YouTube clip… a dolphin riding a rainbow, a woman thrusting her pelvis against a Greek statue with outstanding abs, a pack of white slow-moving horses (move over Kimye) and there’s even a hipster surrounded by deep fried goodness.
“We wanted to debunk a few things here,” said Robin Koval, chief executive officer and president of Legacy. “One, (smoking) doesn’t make you more attractive, and we know the thing that young people care about most is connecting with other people, especially for romantic opportunities, and that social smoking, whatever you call it , is still smoking. From our perspective, if you light it, you should left-swipe it. It’s just a bad idea”.
Two things that I personally like about the campaign are:
1. It moves away from traditional anti-smoking campaigns that graphically show the health risks associated with smoking and
2. They have totally understood their target market and spread the message via a music video, which I believe is pretty genius. So, next time you find yourself on the bus home from work and your finger gets the urge to swipe remember if he/she is ‘smoking with a tiger’, ‘smoking with a duckface’ or ‘smoking while acting healthy’ LEFT SWIPE DAT.
If you are interested in finding out more about this campaign, or simply re-watching the video, go and check out their impressive website. You even have the chance to lip sync dat. If you need some advice on choosing your favorite part, my top pick would be…
“LOOK AT YOU, WITH YOUR SHIRT OFF, FLEXIN’
YOU’RE BUFF BUT YOU PUFF
YEAH, YOU WORK OUT – YOU’RE IN SHAPE, OK
I LIKE THE 6 PACK ABS, BUT NOT THE SIX PACKS A DAY!”
And don’t forget to tag #LeftSwipeDat.
Sarah Cox is an Account Coordinator at BCM