Excellent post and great campaign, too.
Consumers' decision making process is greatly influenced by emotions. In fact, without the ability to have emotions, it's impossible to choose (Antonio Damasio "Descartes' Error", 1994). So trying to supress the glamour sold by manufacturers at different levels (ads, tv, films), could help to reduce the global burden of tobacco on health.
And perhaps these "de-marketing" experiences should also be used in other fields such as medicines, to try to reduce the excessive use of certain products, specially some opioid analgesics or antidepressant. Unfortunately, those products sometimes are used for minor complaints without being aware of the real consequences.
Thanks for those efforts!