For the past decade, the Truth campaign has been informing the world about the negative effects of tobacco and attempting to improve society for the better. They are most famous for their television advertisements that are used to promote their campaign. The advertisements are designed to be able to relate to society by depicting society as a whole within their commercials. One of their earlier advertisements show thousands of living people, representing the statistical deaths caused by tobacco use, and having them pretend to drop dead outside the building of a major tobacco company.
Although the design and execution of the advertisement may seem subject to exaggeration, its overall concept supported Truth's message in getting through to the public.
With one of the campaign's more recent advertisements "Shards O' Glass," Truth attempts to make the problem of tobacco-use more obvious by communicating the problem indirectly to society.
The "Shards O' Glass" campaign is designed to show the dangers of tobacco use and the tobacco industry. The design of the advertisement uses satirization by over exaggerating society's obliviousness to the danger of tobacco and applying it to the fictitious product "Shards O' Glass," a product that imposes an obvious danger to the consumer. By showing the obvious dangers of Shards O' Glass, Truth is able to inform individuals to become more aware of the apparent dangers that tobacco imposes on them, taking one step forward in improving the minds and health of society.
The content of the Truth campaign's performance art in the form of advertisements - the instantaneous death of thousands of people and a product as ridiculous as Shards O' Glass - can be criticized as being over exaggerated. However, the conceptual design of the campaign allows individuals to focus on the concept of anti-tobacco of the advertisements rather than its over exaggerated content. Overall, the conceptual design of the advertisements effectively informs society of Truth's message and aims to improve society for the better.
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