Shock tactics

Tonight, Virginia and I went to hear Luke sing with the NyCoS choir in St Theresa's Church. While I was waiting for her, I picked this cigarette packet up from the table next to my seat. I haven't smoked a cigarette since I was 18 and few if my friends smoke, so I don't really come into contact with these packets. It's not the kind of thing I'd like in my handbag.. I wonder if these 'shock tactics' work, or if people just deliberately avoid looking at them? Gruesome stuff...