https://www.youtube.com/watch?v=Qurrfu0vklc
By Jack Day

By now, we’ve all seen the “Truth” campaign. The antismoking group uses interesting experiences or jarring examples to shock people into considering a change of lifestyle. Now Aetna Insurance is doing something similar and taking the message viral.

“The 11 Initiative” uses an 11 minute experience to send a message. Strangers on the sidewalk pass a glowing white pillar and at it’s center is an area to insert a cigarette. Once the participant puts a cigarette inside, a message is vended and a volunteer with the project comes to collect the person.

What follows is a random 11 minutes of joy. An unexpected experience all because of one cigarette.

One woman who places her cigarette inside is treated to a tent full of puppies for 11 minutes. A man brave enough to try is given an 11 minute magic show. Two women who tag team the challenge are given a hip hop rap experience and create their own street music.

 “A recent study found every cigarette you don’t smoke could add 11 minutes to your life. So let’s talk about how you can make the most of them,” says The 11 Initiative website.

Aetna is using an immersive social media experience to reach their most at-risk group and they’re extremely successful so far. As the popularity of vaping increases among teens and those in their early 20s, the CDC has seen a resurgence in lung related diseases and nicotine dependance. This message seems to come at an excellent time.

What do you think about the project? Is it successful in sending a positive message? Do you prefer the messages that the Truth campaign delivers? Let us know what you think in the comment section below.