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Friday, April 1, 2011

U-Models, the model agency for smokers

A fake model agency was created in Sweden to motivate young people to quit smoking.
The fake model agency, named U-Models, released a viral marketing video with a fake modeling contest. Victoria Silvstedt took part in the project by appearing in the campaign.
To apply, young women where asked to answer some questions, including whether they smoked or not. In they did, they received a customized video using their picture to warn them against the harmful effects of smoking on their looks.

68% of the women who received the video said it motivated them to quit smoking.
It was the first time ever in a European country that the age group of 16 to 25 year old, which is the most likely to smoke, was targeted so efficiently by an anti-smoking campaign.
The agency later revealed that the U stood for Ugly-Model, which they were later to become if they kept their smoking habit.

Do you smoke? Share your tips on how to quit smoking on the blog!

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