Photos of People Who Deserve to Die?

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49 Responses to Photos of People Who Deserve to Die?

  1. Brian July 2, 2012 at 8:33 am #

    We’re talking about it, so it worked. It’s that simple.

    • Tonia September 28, 2012 at 9:45 am #

      I agree.

  2. Nicolae Cioloca July 2, 2012 at 8:39 am #

    So simple and such a great Idea!

    I think it takes a lot of guts to present this kind of billboards!

    It raises awareness that`s for shure!


  3. Daf July 2, 2012 at 8:39 am #

    Not keen on the oh-so-obvious: “let’s do something with the intent of going viral” ad campaigns.
    Be they charity or corporation.

    • James July 2, 2012 at 2:19 pm #

      That’s every ad campaign ever..these people just know how to do it, and it works.

  4. Corey Grusden July 2, 2012 at 9:04 am #

    If it gets people in Chicago to stop and tear down posters they’ve obviously touched on something that works, rock on.

  5. Moe July 2, 2012 at 9:09 am #

    it did the job probably better than the creators expected. The country, maybe even the world will be talking about it and the message will get out

  6. Rob July 2, 2012 at 9:15 am #

    Who shot these?

  7. Joseph Nienstedt July 2, 2012 at 9:17 am #

    We’re almost at the point where shock and trickery are expected. Someone’s going to make a simple traditional ad campaign and it will be called revolutionary because it’s not deceptive!

    Nevertheless, I do like the look of these posters ;)

    • Tate Mcgee July 3, 2012 at 12:41 pm #

      I agree with you JN. That’s how far the world has turned. What was once normal and routine has now become unusual and obsolete.

      • lanray July 20, 2012 at 6:10 am #

        Its so amazing how our world changes so rapidly this days.

  8. Nicholas Gonzalez July 2, 2012 at 9:23 am #

    I love the the images and the slogan; wonderful work. Playing Devil’s Advocate for a second: The titles which say he or she deserved to die: Is it consistent with the point that no one deserves to die, or just provocative for the sake of being provocative, and not consistent with the central piece of awareness the campaign had hoped to evoke?

    What the campaign’s website makes clear is it’s slogan; not the text facing the portraits. The Url points out that not everyone who has lung cancer got it from smoking, which, the campaign says, most people assume. Their hope is break through that assumption. But one concluding that one acquired lung cancer from cigarettes or not taking care of themselves, etc, doesn’t mean that one feels like a lung cancer patient deserved it and should die from it. Those are two very different feelings about a person.

    I’m grateful the campaign is doing well and the portraits are solid. But I feel the work with the Deserve-to-Die text in front, may have raised eyebrows (which is to say, it was successful but only in that regard) it isn’t consistent with the campaigns central question: “What does lung cancer look like to us?”

    “Who do we think deserves death?” is a very different campaign.

    • Nick Girard July 3, 2012 at 7:15 am #

      Your question Nicholas: “The titles which say he or she deserved to die: Is it consistent with the point that no one deserves to die, or just provocative for the sake of being provocative, and not consistent with the central piece of awareness the campaign had hoped to evoke?”

      It appears that the campaign is attempting to be ironic by saying that all of these groups of people “deserve” to die (when they don’t and there is no reason to say they do). Apparently there is a stigma that people with Lung Cancer some how deserve it, which is a ridiculous notion and this campaign aims to raise awareness for these people.

      I also must share a fact with you regarding your statement: “The Url points out that not everyone who has lung cancer got it from smoking, which, the campaign says, most people assume.”

      This is true, not everyone who contracts lung cancer is linked to smoking, but the percentage is very high, it’s actually 80%!

      “Tobacco use accounts for at least 30% of all cancer deaths and 80% of lung cancer deaths.” (Source: Cancer Facts & Figures 2012)

      – Nick

  9. Ember July 2, 2012 at 9:36 am #

    Cancer is caused by what is put into people’s bodies, be that the foods we eat (animal products) or the air we breath (polluted by cigarettes, exhausts and so on). On the one hand, this shock and horrify campaign is great for duping people who otherwise wouldn’t care into realising that the impacts that their pollution – produced by their car, their company, their cigarettes – cause problems for other people who did not partake in polluting the environment, and since not enough people are listening or lookiing for the facts we need education like this to stop cancers caused by the poisonous air people breathe.

    Yet it ignores how animal product foods are causing stomach cancer, colon cancer, breast cancer, prostate cancer, you name it! We are primates, humans are frugivores, and we should be eating like it! So come on and please educate the public about that little bombshell fact, so they can stop feeding themselves baby cow’s milk as grown adults when osteoporosis is rampant among dairy-consumers and virtually non-existent among raw vegans and those millions eating minimal to no animal products in rural Japan and China.

    Then there is meat, people have been educated that humans ‘need meat’ to get enough protein and minerals like B12, but the reality is that all 8 essential amino acids are found in plant foods, and a Tufts University found that 40% of US citizens are B12 deficient due to our crappy agricultural system. Don’t just take my word for it, educate yourself, read the studies, try it out, make a vegan/raw fruit vegan dietary diary on cron-o-meter and see for yourself that you can meet all your nutritional requirements without giving yourself a disease from consuming animal products – I did, and so have athletes like ultra-marathoner Michael Arnstein, cyclist Durianrider and several 2012 Olypian being trained by Dr Doug Graham; nutrionists like Star Kechara as well as thousands of ‘regular’ people who just want to simply be healthy and sustainable.

    • Xto July 3, 2012 at 3:52 am #

      Prospective studies suggest that total dairy may decrease colorectal cancer risk. A probable protective effect of total milk against rectal cancer – and even more consistently – against colon cancer risk is suggested.

      Please stop making false statements. kkthxbye

    • Jack July 5, 2012 at 12:35 pm #

      Ember I think you are missing the point, while what we put into our bodies has an effect on our chances of getting cancer, how our body deals with what we put in is vastly more important. Our genetics and family history are vital in our chances of getting a malignant tumor. Eating all kind of chemicals and smoking everyday is bad, yes, but a person is far more likely to get cancer if their genetic makeup shows an increased risk. There are people who are pack a day smokers, live to be 100 with no signs of cancer. Your passionate response misses the fact that people are just flat out different and there is no way you can possibly say that by eating any animal product, you will get cancer.

    • Jesse July 9, 2012 at 4:11 am #

      Oh god, another vegan, ranting and trying to force their opinions on people…

  10. KatyFox July 2, 2012 at 9:44 am #

    This disgusts me, people who kill others get just jail but for being a different style category you deserve death? NO. So wrong, this world is way too nasty!

    • Ryan July 2, 2012 at 10:26 am #

      100% Missed the point …

    • Joe July 9, 2012 at 7:20 am #

      Did you even read the article?

  11. Nicole July 2, 2012 at 11:26 am #

    Such a disappointing approach. Negativity,and personal offense cannot be the root of anything you hope to associate a positive or non discriminatory feeling towards. The realessage should be the big bold wording, in this campaign what they think the message is and what they are communicating are way off base. Poor communication.

  12. Scott Reither July 2, 2012 at 12:05 pm #

    I totally agree with Nicole – taking a negative approach towards eliciting positive change does not work, and although these ads will get a lot of attention, they won’t end up successful.

  13. Dave July 2, 2012 at 12:06 pm #

    Impressive…and if I hadn’t seen Ryan Holiday on your LIVE shoot, I would have missed the point…but the media has got it and it’s spreading the word…it works.

  14. alex July 2, 2012 at 12:08 pm #

    It got people talking about it, annoyed by it, curious, mad, disgusted,outraged, turned off by it, but did it really do much? I”m pretty sure most people are “aware” of lung cancer. Not many will do anything about it. Probably spent more on the ad campaign than they raised…

  15. Howard Lucas July 2, 2012 at 1:26 pm #

    So provocative! Very effective way of getting a discussion going.

  16. Derek Anson July 2, 2012 at 1:58 pm #

    It works. Love cat lady btw, great work.

  17. Alan Matthews July 2, 2012 at 2:10 pm #

    Seems like they took a page out of the Ryan Hollday handbook.

  18. July 2, 2012 at 2:45 pm #

    I thought it was going to be an anti-war message.

    Is trolling the new height of advertising? Consider the classic troll, who inhabits digital communities as a controversy generator. The key goal is offending and infuriating people and getting them to stop talking about themselves, and start fighting over the calculated controversy generated by the troll – and ultimately focussing on the troll himself, particularly the troll’s moral character. How to explain the troll? Does the troll deserve sympathy? Is the troll not hurting inside too? How do we know the troll is not itself, a cancer sufferer? If successful, the troll can divide the group into those that think the troll deserves to die and those that want to protect it. The group will now be about the troll, rather than cancer support, or photography, or reducing militarism or anything worthwhile.

    The troll is a master of getting attention, and it’s an attention economy, so the troll is a genius. However, there is something profoundly anti-social about trolling. It is pure mirror-image manipulation. It has no opinion of it’s own. It is designed to divide and conquer. It is also worth noting that the only way to deal with a troll is to stop engaging with it. Stop talking about it. Getting a large group of people to stop engaging a troll is virtually impossible. Perfect for advertising then.

    [Insert racist, homophobic, violent, aggressive, uncaring, unfeeling, xenophobic, misogynistic, tribalistic message specifically targeting the weakest commenter here.]

  19. Neal Reitet July 2, 2012 at 4:55 pm #

    Absolutely the campaign worked, at least for me. They wrapped a small pay phone in my neighborhood with the smug deserve to die on one side and cat lovers on the other. No other info was attach, just the large copy. What I love so much about this is the beautiful portraits that grabbed my attention. Working in the industry and looking at photos everyday, it is rare that I ever stop and notice any advertising. With this campaign, I went out of my way to get a closer look. Beautiful work, dark humor, loved it.

  20. Kyle Pearce July 2, 2012 at 6:16 pm #

    Brilliant! It stands out and makes us notice in a world where we are so jaded that we don’t take notice anymore.

  21. Jim July 2, 2012 at 7:05 pm #

    Freedom of Speech. period.

    • faisal July 3, 2012 at 6:00 am #

      But should not cause others harm.

  22. Sergiu July 3, 2012 at 1:53 am #

    Kind of reminds me of Oliviero Toscani’s campaign for Benetton.

  23. stanchung July 3, 2012 at 6:20 am #

    It worked as entertainment but as some said- it’s too negative and only targets those who gives a hoot to click on the web. Once it’s figured out- I just let a very tiny ‘ah’. Leaving the ‘?’ from the text is somewhat creative mischief to get attention certainly. But does it evoke a call to action? I think not. Saying groups of people deserve to die is a nasty curse- one of the nastiest- I expected lowlifes or fictional characters but this is plain wrong.

    A recent Thai campaign IMO hit the spot much better but bad of me to compare a video with a bunch of stills.

  24. Don Giannatti July 3, 2012 at 7:30 am #

    I think advertising that tries to be too clever by half ends up being about the ad itself, not the intended reason.

    In this case, people are talking about the ad approach, the poster, the agency, the audacity, the point, the concept…

    And that serves people dying how?
    Is there an uptick in the awareness of the problem?
    Is there an uptick in the coffers of charities to help the problem?
    Is there anything in place to measure metrics on this campaign?
    Is the awareness of the ad agency up a tick or two?

    Just asking.

    If you have to explain the joke/ad it wasn’t all that successful.

    My take anyway.

  25. kevin July 3, 2012 at 8:59 am #

    trying too hard… AD ego… esoteric disconnect…

  26. Caleb July 3, 2012 at 9:51 am #

    I would prefer not to have to live in a space where such twisted negativity (even feigned) is plastered everywhere. You may win the battle (short term buzz), but lose the war. It’s not worth it.

  27. spencerpdx July 3, 2012 at 12:55 pm #

    My wife was diagnosed with lung cancer (LC) 14 months ago and I feel this campaign is doing what it should –

    1. Raise awareness that LC is not just a smoker’s cancer and even if your smoking contributed to your LC, you still don’t deserve to die from it (most of the LC support groups operate under the motto of “Cause Agnostic”).
    2. It is the leading cause of all cancer deaths (the 2nd leading cause of all deaths after heart disease) and it is the least funded in research dollars.

    Since my wife’s diagnosis, she has met 8 others with LC and just 3 of them were smokers. Exposure to radon is the 2nd leading cause of LC and is the leading cause of lung cancer in never smokers and it is worth having your home’s radon level tested. Radon exposure is the best guess at the cause of my wife’s cancer (really there is no way to know for certain).

    EPA’s radon information website:

  28. DanielKphoto July 4, 2012 at 9:47 am #

    I do like these sort of reverse psychology ways of making people aware of stuff. I really think it helps and has a lot bigger impact than just stating your point flat out. Doing it this way of course is going to cause a lot of fuss, but it will make people think about it and let their brains do some work.

  29. c July 5, 2012 at 3:11 pm #

    people in advertising sold their souls a long time ago. sure we can talk about it but these people are pathetic.

    • c July 5, 2012 at 3:20 pm #

      sure. it advertising can be cool, creative, etc. but in the end if people don’t but USELESS 5HIT then these people are going to be out of job. they’re up there with wall st folks. its all about the $.

  30. Thomas MANGIERI July 6, 2012 at 2:22 pm #

    BLOGS DESERVE TO DIE! (Um, jus’ kiddin’.)

  31. Phill July 7, 2012 at 12:39 am #

    To die is to be human? We all die ultimatley, so what’s so offensive about this…?

  32. jk July 7, 2012 at 6:20 am #

    oh snap i thought it was for real and here i was getting my six shooter ready.. next time.

  33. Nels July 25, 2012 at 5:24 pm #

    We live in a world that wages war and imposes the death penalty. That means we live in a world where we citizens make decisions– and allow decisions to be made on our behalf–about deciding who deserves to die and who does not. This campaign may sting, but it points out a reality. Whether we’d argue for or against that reality, it’s a legitimate point of consideration.

  34. drawer77 September 9, 2012 at 3:26 am #

    maybe we should go over to Wisconsin and kill them

  35. Tony Anastasi October 22, 2012 at 12:41 pm #

    do yourself a favor search NGPDT on youtube. and then tell your friends and family members about it ok.

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