Australian physician, Dr. Philip Nitschke, is renowned in his home country for promoting doctor-assisted suicide. In 2002, Dr. Nitschke euthanized four humans in the Northern Territory of Australia when doctor-assisted suicide was legalized for a short period of time. Now Dr. Nitschke is planning a tour to promote the legalization of assisted suicide with stops in Toronto, Vancouver and several U.S. cities. His tour is set to begin on October 7th.
To promote his tour Dr. Nitschke launched an ad campaign which, like the lives of his patients, was cut short. The television ads depict a sick man in pyjamas sitting on his bed, taking stock of the many decisions he’s made in life, from his choice of haircut to his favourite make of car.
“What I didn’t choose is being terminally ill. I didn’t choose to starve to death because eating is like swallowing razor blades. I certainly didn’t choose to watch my family go through it with me. I’ve made my final choice. I just need the government to listen,” the man says before the screen fades to white.
With the help of the Euthanasia Prevention Coalition Dr. Nitschke’s ads have gone off the air and gone viral. The growing importance of multimedia which can be broadcast seamlessly across multiple platforms is quite evident.
Do you think such controversial ads as Dr. Nitsche’s, which are taken off of the air gain more publicity and generate more interest than if they were left on the air (especially with the advent of the internet)? Do you think Dr. Nitsche planned this? Do you know of others who have?
