Smoking Kid - A Personal Message to the Smokers
Category: GoodWorks - Non Profit
Brand / Client: Thai Health Promotion Foundation
Agency: Ogilvy & Mather Thailand
Thai Health Promotion Foundation (THPF) has operated and aggressively promoted free hotline, “1600 Quitline” to help smokers kick the habit. Despite the high investment through various anti-smoking campaigns, the number of calls remained considerably low. The campaigns failed to create long-term behavioral change.
The challenge was not necessarily in spreading the message that smoking is bad, but in creating an entirely new approach that would grab the smokers’ attention and convince them to take action. Unless we could increase the number of calls to the Quitline - which was considered a highly effective way to quit - the problem of smoking in Thailand would remain a considerable problem.
The idea was a “Inside-out Reflection”.
Smoking Kid employed a new approach for anti-smoking campaign which communicated with smokers on a personal level. With no media spending, Smoking Kid had an enormous impact with massive earn media beyond Thailand. The campaign was sparking conversation and inspiration about quit smoking around the world.
Read the written case and watch the full video to find out how the campaign was implemented and the viral effect it has created to achieve such measurable results.
Torie Henderson, President, Global Account Management, Omnicom Media Group, APAC
tells us why this is a winning campaign.
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