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Revise this Philip Morris ad to share truth with youth about toying with earth's best selling nicotine delivery device: Marlboro



Marlboro Bronco

The world's youth need your help in obtaining an accurate message

Above is the current U.S. point-of-sale advertisement being used to market the world's #1 selling nicotine delivery device - Marlboro cigarettes. Click on the image to see how it's being used to market nicotine in more than 100,000 U.S. stores.

As you can see, its impact does not discriminate based upon age, immaturity or gullibility of the young minds bombarded by it. The purpose of this page is to invite you to combine your imagination with your computer's powerful graphics program to revise the ad to share a more accurate message. Together, let's make the Marlboro logo a bit more age discriminatory and honest. Let's teach youth that once in the saddle the bucking may not end until the horse throws and kills them.

Philip Morris knows that more than 80% of new Marlboro smokers are still, today, getting hooked while children or teens. As profits continue to rise, it knows that its responsibility campaign and youth smoking prevention messages have been utter failures. Philip Morris obviously needs our help. Although its September 29, 2004 investor's message seems at odds with its youth prevention campaign, let's give Philip Morris the benefit of all doubt. Let's lend a hand in helping revise Marlboro's marketing logo so it actually discourages youth and young adults from taking that first fateful puff of nicotine, that steals unearned dopamine and unnecessary adrenaline and quickly transforms a once honest teenager into a permanent neurochemical thief.



What frightened the horse?

Use your graphics program to erase the question mark and replace it with your message to youth

As you can see, we have placed a question mark to the right of Marlboro's bucking bronco, almost as if to suggest that it had been frightened by something, but what? We invite you to replace the question mark with what you think may have startled the horse. I'm no graphics wiz so feel free to modify the starting image as your imagination dictates. Here is a link to a bitmap image if you'd like to work with more detail.

Send your revised .gif to john@whyquit.com and I'll put it up for all to see. Please provide a name or nickname you'd like displayed and let me know if you want your your e-mail address shared so that you can receive direct feedback from viewers. Please understand that by forwarding your image you are consent to allowing others to use it for not-for-profit youth smoking prevention or adult smoking cessation purposes.

If short on ideas you may find inspiration in a few key factual admissions made by Philip Morris in its brochure entitled "Raising kids who don't smoke." The following are Philip Morris fact quotes contained on page four:

Philip Morris' website boldly proclaims "We don't want children to smoke." Let's put our creative juices together and see if we can't help Philip Morris reduce the number of new Marlboro smokers by over 80%. Thanks!

Ideas Needing Graphics Artists

The below ideas for images are from those graphically challenged or who do not have graphics software of their own. Any help in bringing their ideas to life would be appreciated.

Submissions to Date

Click images to enlarge

Adam's spoof Tommy's spoof May Jill Dina Joe Ron's spoof Bellis' Marlboro spoof Richee's Marlboro cigarette image transforming Philip Morris's bucking bronco into smoke


Feel free to use the above images or ideas.
It's why we made them - to share the truth!


Tragic Marlboro Smoker Stories

Bryan was a 34 year-old Marlboro smoker

Deborah was 38 and smoked Marlboro 100s


Additional Reading

Philip Morris pretends to be "responsible" while continuing to intentionally bombard young impressionable minds with its marketing inside almost every neighborhood candy store, grocery store and pharmacy in America. As you may have read in Philip Morris' investor message, it plans on investing even more heavily in point-of-sale marketing at the community level. If you'd like to learn more about point-of-sale marketing and how to diminish its impact upon youth in your community visit StoreAlert.org. Also visit WhyQuit's growing collection of youth prevention pages.


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Created October 15, 2004 and updated June 7, 2015 by John R. Polito