It is clear from the existing literature and my own research that for university students, smoking is a lifestyle choice. They all have the intelligence and ability to understand that smoking has incredibly harmful effects, but they must choose to ignore them or categorize them as something that "will never happen to me." the ads are all widely recognized by the students I interviewed, and by many other acquaintances and friends when I asked about them. One of the most recent adverts including the late Gerry Collins, a man who campaigned against smoking while suffering from lung cancer himself, resonated with everyone I spoke to spoken and seems to have touched the hearts of the nation as well. Unfortunately, as brave as Gerry Collins and others are to participate in these kinds of ads, they don't seem to be working at all on the younger demographic they are targeting. Many of my interviewees pointed out how sad and upsetting these ads were. But they were quick to follow up on their thoughts about the ages of the people in the ads and how they will never be "heavy smokers" like them. Many people surveyed said they would simply change the channel if such an ad aired. My findings clearly showed that the long-term effects of smoking had little impact on a smoker's life. None of the smokers I interviewed seemed concerned in any way about their current health or their future health. What I found, and what I believe is missing from the current literature, is an understanding of why this is of little or no importance to students who smoke. To put the answer in the middle of paper......continue, but it is also important to focus on innovative and new advertisements that focus on the aesthetic losses that people face when smoking. One area that I think is lacking in anti-smoking campaigns is social media platforms. This is where young adolescents, like students, spend the majority of their time, rather than watching television or listening to the radio. In order to create a fully integrated IMC strategy, it would be foolish not to include social media. A “stop smoking” application for iPhone or Android would be a good start to reach younger generations. If this app were promoted on sites like Twitter, Instagram, Facebook and Twitter, then perhaps the images regularly associated with "#smoking" would shift from being pro-smoking to being a more balanced place to smoke is not always necessarily prohibited. considered a cool thing to talk about.