Promotional Strategy and IMC

I think an excellent example of guerrilla marketing, "a marketing activity in which a firm "ambushes" consumers with promotional content in places they are not expecting to encounter this activity," is done by the group Truth who is working to expose the tobacco industry and the real risks involved in smoking ciggarettes. In one of their campaigns they placed crawling, crying babies all over the streets. Those passing by eventually picked the babies up and saw that written on the stomach of the baby was the question, "How do infants avoid secondhand smoke?" The response from the tobacco executives was, "At some point they learn to crawl." This is definitely guerrilla marketing of the truth regarding the tobacco industry.