Shockvertising vs Lovertising by Sergei Ivanov

Sergei Ivanov (aka Xgeronimo) is a smoker and a communication consultant. He explains on YouTube why he thinks the frightening graphic warnings are counterproductive and what -in his opinion- could be an alternative and a more effective way to communicate with the smokers. Some of his suggestions at the end of his 9 min presentation are interesting. I certainly can see value in producing positive messages (as he suggests) along the negative ones (he detests).