Issue and Opponent: Joe Chemo was developed as an antismoking character by Scott Plous, a Wesleyan University psychology professor, due to his father nearly dying from smoking. The idea of the character was to be able to present a more honest image of smoking. The first image of Joe Chemo ran in the winter of 1996 and has been mentioned by many magazines such as the New York Times, the Associated Press, Time Magazine, the Wall Street Journal, Newsweek, the Washington Post, and many other news, media outlets. Dilemma Action: Joe Chemo may be a joke to many people around the world, but it is a website that was created to be dedicated to chemo patients and their family members in the hope that it would reduce the number of people who smoke and need chemotherapy. The Ad did not receive any aggressive response from the outsider’s perspective. Instead, the ad has been on many news media outlets like the New York Times, the Associated Press, and Time Magazine and it made people react sympathetic towards the message of the Ad along with not reducing fear and having a positive outcome. Outcome: Joe Chemo has been used as an AD throughout many news media sources. In addition, the Washington State Department of Health has distributed 10,000 Joe Chemo posters to schools. The National Council on Alcohol and Drug Abuse in Colorado has given away hundreds of Joe Chemo T-Shirts. Joe Chemo has also appeared on posters, billboards, and other materials.