Den amerikanske velgørende organisation Final Exit Network kæmper for menneskerettigheder omkring døden. For retten til at træffe valg omkring døden, at få en død med værdighed. Der er ingen nemme svar for hvad "det rigtige" er, men for nogle mennesker bliver det et stor ønske om at få hjælp og støtte til at gå ind i døden, også uden at overleve længere end de kan leve. Dette kan opsummeres i sloganet:
My Life, My Death, My ChoiceHer i forsommeren har de vakt opmærksomhed med en reklame-tavle i San Fransisco, Californien.
My Life My Death My Choice
Reklamens minimalistiske stil var effektiv til at fange opmærksomheden, som kontrast til de ofte meget "rodede" plakater på disse derovre meget udbredte skilte. Meningen var at vække debat, men jo også at provokere de mange som ikke kan lide at tænke på at de skal dø, og den rettidige omhu der ligger i at tænke over sine ønsker til hvordan den sidste tid former sig.
Derudover inspirerede det en gruppe, The Billboard Liberation Front, der udøver sin modstand mod reklamernes flodbølger ved at pille ved tavlerne. Helst på en kreativ og humoristisk måde. Det lykkedes ualmindeligt godt denne gang:
My Life My Death My Choice
Samme minimalistiske stil, og meget præcist skudt på Phillip Morris, der nok mest er kendt som tobaksselskabet bag Marlboro cigaretterne. BLF har vedstået deres gerning i et blog indlæg, My Life, My Death, My Billboard, hvor de supplerer med en "pressemeddelelse" om hvordan cigaretter passer sammen med ønsket om at dø. Som en måde til at opnå døden på:
The Billboard Liberation Front (BLF) is honored to announce a new marketing partnership with Philip Morris (PM) that finally brings together the rugged sense of American independence with your most important choice as a consumer: your death. The message of “My Life. My Death. My Choice.” informs and empowers the consumer to choose, as their god given right, how they want to die. Philip Morris brings this message to the consumer to remind them that some rights are inalienable in life as they are in death.
“We’ve always said that the only two things in life that are unavoidable are death and taxes,” commented Michael E. Szymanczyk, Chairman and Chief Executive Officer, Philip Morris. “This campaign drives home that message where, if you are gonna die, might as well do it on your terms. Just like our Marlboro Men did.” According to Patrick B. Smelt, Chief of Marketing, “This bold message of independence and demanding life and death on your terms fits with the current zeitgeist of anti-establishmentarianism and post-post-modern rage at the repressive state demanding a healthier you and your environment.”
The BLF was honored to accept this exciting challenge. “We have no comment on President Obama’s health care reform, but many consumer of Philip Morris’s products do. We felt that this campaign picks up on a widespread rage that some nameless, faceless bureaucrat might give them cheaper health care, preventative treatment, and maybe deny them the sweet release we are all seeking,” said Rico T. Spoons, BLF Director of Offense as he idly drew a razorblade across his wrists. “This oppressive political climate and fascist approach towards health raises the comforting question of ‘how will you end it all?’ I like to think that we are just giving some poor folks a reminder that Philip Morris will always be there to help kill you.”
All former Marlboro Men, Wayne McLaren, David McLean and Dick Hammer, were unavailable for comment due to their rugged, manly choice of death by lung cancer.
Især pointeringen af at tre modeller fra de meget "macho" Marlboro Man reklamer endte deres liv med lungekræft trækker den humoristiske forbindelse. Også selv om jeg tvivler på at mennesker der er ved at dø af lungekræft tænker på det som en macho måde at dø på. Maskuliniteten kan være langt væk.
My Life - My Death - My Choice - My Cigarette
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