““Imagine that someone came up with a brilliant new campaign against smoking. It would show graphic images of people dying of lung cancer followed by the punch line: ‘It’s easy to be healthy—smoke one less cigarette a month.’ We know without a moment’s reflection that this campaign would fail,” wrote British climate activist and author George Marshall. “The target is so ludicrous, and the disconnection between the images and the message is so great, that most smokers would just laugh it off.””
