The American Cancer Society used this poster as part of a 1968 campaign emphasizing positive approaches to discouraging young
people from smoking. Featuring Olympic figure skating champion Peggy Fleming, the poster is an early example of a strategy
used by voluntary health organizations to promote smoking cessation by countering the conventional portrayal of tobacco users
in the entertainment industry. Taking a role modeling approach, the message from Fleming is not "stop smoking" but
rather "I don't smoke cigarettes." This is significant because the photograph is designed to showcase Fleming's
youth, athleticism, and attractiveness (along with an arguably risque camera angle and pose). The poster is designed to offer
the viewer a positive message from a heroic spokesperson for non-smoking.
NOTE: Original is slightly blurry.
Number of Image Pages:
1 (629,922 Bytes)
American Cancer Society
World Health Organization
Original Repository: History of Medicine Division. Prints and Photographs Collection
This image may also be accessed from the Images from the History of Medicine (IHM).