The target audience for this campaign is towards all ages, as well as male and female. With the message being to all genders and ages the message is put across as all smoking in general is bad and is shortening the age you may live up to. The difference between this campaign and others is that the image is for all ages as well, as it is simple and the process of the image is easy to understand. The image shows balloons as the organs and balloons are usually associated with children, therefore children who may smoke or even if they don't smoke will pick up un the image and the meaning behind it.
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