Thank you for smoking...more.

"If I asked my customers what they wanted, I would have made a faster horse"  - Henry Ford

The attached photo is an example of the fear tactics used by most of the world to "stop teen smoking". Australia, for one reason or another seems to use pretty extreme imagery in comparison to other countries I've lived in. 

I experienced a bit of culture shock when I walked into my first Sydney liquor store to find these graphic images of disease on cigarette boxes. My shock almost immediately turned to laughter, as I watched a barely 18 year old girl instruct the cashier to give her the box of ciggies with the heart disease photo instead of the mouth cancer photo. I ALMOST forgot how durable and adaptable I was when I was 18. 

This experience was fresh in my mind when I recently read a book by Martin Lindstrom called Buy-ology. The book is awesome! Martin Lindstrom who is an absolute, baby faced, Danish born, Sydney residing - BAD ASS describes a series of experiments conducted via neuro testing that validate what Henry Ford, and most of us have already concluded - people don't always know what motivates them...at least not in a focus group environment.

The experiment that is most relevant to the fluffy artery in the photo above, was the graphic anti-smoking images test. Martin showed a room full of smokers very graphic images, not dissimilar to the photos that now exist on all Australian cigarette boxes and asked if these images would make them less likely to smoke. 

The vast majority answered with some form of strong YES. He then conducted the exact same test, BUT had the respondents brains connected to an FMRI machine. 

Here's the crazy part - not only did Martin prove that these images would NOT stop people from smoking, he proved that graphic images of disease actually made people smoke more! 

Now, let's overlay one of the very first human truths learned from a year 2 Social psychology class: People are more motivated by the idea of losing something, than the idea of gaining that very same thing. 

So, I could argue that telling young people what they will GAIN by smoking (disease) has been proven to NOT be as powerful as telling them what they may LOSE. So what loss would motivate young people to stop?  

If you buy into Erik Eriksons psychosocial development theory (8 ages of man), you will agree that younger people are in a life stage where they are as focused on "self identity"as babies are on eating and pooping - it's why Erikson theorised every single generation of teen rebels against authority (Gen Y's rebellion is much less of the James Dean variety, but in Ron Alsop's book The Trophy Kids grow up he validates that the millennials still seek self identity via - rebellion without anger) . 

They want to find answers for themselves and their "chosen future families" are more important than their "given families".

If I was the Australian government, I would follow this path of logic and try to address and stop the role smoking plays on the self identity of young people.

Smoking for young people is a way of fitting in, its a way of looking cool (many would think sexy). It's an accessory for a rebellious statement. Showing disease...only validates that the rebel, is rebellious. 

Friends are your "chosen family" - massively important point. As Romeo and Juliet taught us, young people would rather die together, than live without their chosen future family.

So, what if the Australian government stopped telling young people that smoking will make you gain disease - and instead showed how it could make them lose friends.

Lose friends because:

- Smoking will make you ugly

- Smoking will give you bad breath

- Smoking makes you look stupid

- Smoking does NOT make you look rebellious anymore

All of these "losses" are immediate (the speed most preferred by youth), all happen the minute you put a cigarette to your lips, NOT decades after.

Ugly, stupid, uncool AND stinky breath?  Wow, this is is beginning to sound like the voice of a bitchy young girl right? Good! 

Young, bitchy girls are the masters of words that cut like a knife,  masters of starting or stopping friends from engaging in all kinds of behaviours. Its a voice that I strongly believe the Australian government needs to think about adopting.

With tobacco companies being responsible for the executions of their own warning labels, I can't help but wonder if maybe, just maybe this counter productive way of speaking to youth is something big tobacco understands and uses to their benefit. 

Banks, tattoos, sun block and Karma

I recently took the ferry from Sydney to Manly and was impressed by a local Australian bank called Bank West. As I waited to board the ferry I was handed a little promo by an attractive young gal. Yes, yes, "young and attractive" are always smart things to attach your brand to, but this was different. 

To be perfectly honest, I had my ipod on and over the sounds of a Rage Against The Machine ballad I said THANKS! (a little too loudly) and ignored the promo until I slowly began to watch this piece of cardboard become the topic of smiling conversation all around me. 

Much to my embarrassment, I realised that what I ignored was something this heavily tattooed guy forgot to bring (and badly needed) on the ferry ride to Manly - sun block! "We're looking out for you this summer" the packet read. I smiled and kept it. 

Being new to the city, I was still sorting out my finances and a week or two later I went out of my way to find a Bank West. No seriously, I really did go out of my way.

I know what you're thinking and BELIEVE ME when I say I'm probably more cynical than you, BUT along with my unhealthy cynicism is a healthy dose of child like curiosity. So, I dove into my old social psychology notes and found what I think is the humbling answer. 

A couple of years ago, I attended a seminar on persuasion and compliance by a Stanford Professor named Dr. Robert Cialdini. He is one of the most successful and well known social psychologists in the world and also surprisingly hilarious.

I studied social psychology at University and Dr. Cialdini's seminar directed me towards some old notes titled "Why karma works!" 

The notes outlined an experiment that took place towards the end of my first semester back at school, near the Christmas break. A classmate and I picked 50 perfect strangers names from the local phone book and sent them Christmas cards. 

We basically wrote "Just wanted to wish you a Merry Christmas and a Happy New Year!" - Over the course of the next couple of weeks, we received 34 cards back...from perfect strangers - wishing us a Merry Christmas (that's like a 68% response!!!). If you're a true cynic this is the part where you'll silently start to get turned off. Start thinking aww, this guy is full of shit. So, I recommend that you let your curiosity silence that cynicism by trying it. It's cheap and entertaining :)

One of the principles Dr. Cialdini described is called "the law of reciprocal exchange" (its what made strangers feel the need to mail us back). It's a law that is innately in us all. Every single country, state, city, village, culture, every race, gender on the planet. It's a human law that simply states: If someone does something for you, you should do something for them. It may be conscious, it may be subconscious - but for most of us, it's very very real. 

Next time you do something for someone at work, next time you go out of your way to help out a friend, next time you do anything and feel a bit pissed off at your favour not being returned - instead of responding with a "No problem" to THANK YOU - throwing away any sense of future credit, say "I know that you would have done the same for me" - watch how much easier your favours will be returned! It's brilliant. That one act alone, has changed my work and social life for the positive.

This human law, also has implications for brands. There's a famous case study where the same brand, in the same city, branded two different things with two very different attitudinal scores: One group was given a branded coffee cup - low to negative response. The other, a branded cup holder that protects the fingers of customers from the heat of the cup - positive response. We ALL have a sense of "future obligation" towards people, groups, even brands that FIRST give us something. 

Is this basic human truth the engine that drives Karma? I think it is.

In this new age of advertising (that sounded very Star Trek! haha) -  brands like Youtube, Google, Flickr, etc...ALL seem to GIVE FIRST, in order to RECEIVE LATER. It's not about a product OR a service - it's learning how to think about your product AS a service.  

It's about brands learning to believe in Karma.