Graphic cigarette packaging has been all over the news in recent months mainly coming out of Australia. But while Australia still waits for senate approval to pass a law requiring graphic packaging for cigarettes, Canada has beat them to the punch.
Sixteen separate graphic warnings, such as a cancer-infected mouth or an emaciated cancer-stricken women, will cover 75 per cent of the front and back of Canada’s cigarette packaging. Every package will also contain a toll-free number making it easier for smokers to get advice about quitting. The big difference between legislation in Canada and Australia is that Canada will still allow companies to use their long-established trademarks and logos to differentiate brands. Australiais calling for plain cigarette packaging with no brand distinction.
The health industry has praised the move while tobacco companies argue that minimal impact from the graphic packaging will be had because the public has been well aware of the health risks of smoking for years. In Australia, tobacco companies say removal of branding on cigarette packaging breaks international trade obligations.
Canada retailers will have until June of 2012 to comply with the new law. If Australia gets the law passed, all cigarette brands will be sold in olive green packaging with graphic warnings sometime in July of 2012.
We don’t like to get political on our blog too often but it begs the question. Is this legislation going to far? Or is it warranted?
Fall has a new color and it no longer red, orange, and yellow. The month of October has transformed into the month of pink. Breast Cancer Awareness Month has made an impact on October and has evolved into more than just the familiar pink ribbon. Many companies have now been participating by using cause marketing and incorporating the color pink into their packaging.
Cause marketing involves cooperative efforts of a for profit and a non for profit company for a charitable cause. This gives corporations a chance to get involved in creating awareness and generating support for the cure. Also proceeds from the products using pink go to the Susan G. Komen Foundation. Creative initiatives such as raising awareness via Facebook and Twitter has also surfaced this month.
Pepperidge Farm is donating $0.50 to the Susan G. Komen Foundation for every Milano moment that is shared on the Milano Facebook page.
Campbell’s Soup is donating $250,000 to the foundation which is roughly 3.5 cents per pink can.
M&M sales will also contribute to the Susan G. Komen Foundation.
The pink ribbon is becoming one of our newest most recognized symbols. Breast cancer awareness campaigns are spreading through the country, and products from soups to cement trucks are taking up the message.
Nonprofits, like the ones that support Breast Cancer Awareness, are increasingly using the powerful impact of images to keep the message in front of potential donors minds. And it appears to be working. For a symbol that less than 10 years ago few would have associated with anything except for a little girl’s hair, breast cancer awareness nonprofits have been using branding, including packaging, to get their message out in an extremely positive way.
As more nonprofits realize the power of branding and packaging, maybe our society will use branding to bring the most important message of all.
That of compassion.
(Pictures from http://whipitoutcomedy.com)