Crazy Old Aunts Deserve To Die

 'No one deserves to die' campaign is a series of six posters, suggesting that cat lovers, crazy aunts, hipsters, the genetically privileged, the smug, and the tattooed deserves to die, if they have lung cancer.You would have probably seen it on bus shelters, phone kiosks, in subway stations, in movie theaters. 

At first glance this advertisement seems to want to achieve and stimulate a discussion within the community and even the world through its controversial headlines and the underlying message beneath it. The explicit message of the ad appears to redefine and the common myths and stigma such as the association of tobacco and lung cancer, and creates an underlying statement that everyone and anyone can be diagnosed with lung cancer. It hopes that by creating this awareness, it would help the public not to discriminate, increasing the chances of early detection and no one deserves to die. But what this advertisement is actually saying is how we wish crazy old aunts would die, or we wouldn't care if they did.

It is very clear by the way she is dressed, her posture and her facial expression makes me as a reader dislike her. She doesn't seem friendly, with too much make-up and jewelries and especially with the glass of alcohol in her hand. She seems to be the 'black-sheep' of the family, the crazy old aunts you dislike and run away from at family gatherings and dinner parties. And someone you wouldn't care or even wish she passed away.

This series of advertisement is successful in making you wonder, do people actually really wish that cat lovers, crazy aunts, hipsters, the genetically privileged, the smug, and the tattooed deserve to die? These characters are ironic the ‘socially awkward’, which normal people would find it hard to connect to, or maybe even finding them weird. Which brings us back to the thesis, this advertisement is really about how we would wish crazy old aunts die, or wouldn't care if they did. 

Below is the Video of the Ad Campaign