The client wanted to talk to expecting mothers about the dangers of smoking, especially during pregnancy. Most women seem to have as laissez faire attitude towards lighting up, as evidenced when a renowned national celebrity was seen smoking continuously throughout her pregnancy.

The campaign had to be careful not sound preachy. We couldn't talk down to the markets either, and felt that a headline approach would only appeal to only selected audiences. Not only that, the client needed an image that would communicate the dangers in 3 seconds or less. After several attempts, we decided on a hard-hitting graphic approach.

The campaign was recently launched and is complemented by digital and on-ground activities organised by the client. Results are currently being quantified at this stage.