An excerpt of the show can be watched here:
"Ook Getest op Mensen" also tries to include a real-life demonstration to the audience and consulted the team in designing this experiment. They made two different posters, one control poster expressing a positive thing and one anti-smoking poster using extreme fear appeals in the imagery. Both were set up and a couple of hundred yards further, pedestrians were interviewed about how well they remembered these posters and what they think of the picture as a campaign image.
For the control picture, we saw an average recognition of about 60%. It did not matter whether interviewees were smokers, ex-smokers or non-smokers. Interestingly, for the anti-smoking image, there was a difference. Again, about 60% of ex-smokers and non-smokers had a good memory for the image. Smokers, however, suddenly dropped to a 40% recognition score.
As a side observation, which was not included in the show, we found that ex-smokers significantly differed from both smokers and non-smokers in the appreciation of the image as a campaign picture. They were more likely to appreciate it, as if they feel good being remembered about their efforts to overcome a previous smoking habit.