•Situation

The world health organization has found around 890,000 people die every year from second-hand smoke and ¼ are children under 5 years old which is partly caused by third-hand smoke. We want Thai people to be aware of third-hand smoke’s danger before it’s too late.

•Brief

Ideas that can educate and demonstrate how harmful from third-hand smoke affects to others.

•Objectives

To communicate that invisible harm from third-hand smoke are a silent danger left in the house that harms the one you love.

We have conducted the experiment, gathering house items from those who have been affected by the third-hand smoke, to extract chemical residuals which can’t be removed by generic cleaning ways especially Nicotine to create another cigarette.

This experimental shows the danger from third-hand smoke and we want Thai people to quit smoking.

•Data gathering

- Mini survey by interviewing smoking people

- Data from Action on Smoking and Health foundation Thailand

•Target audience

Demographic : Male & Female (25-55YO) , Nationwide

Psychographic : Outgoing, Busy lifestyle, Self confident, Smoking addicted

•Approach : Enhance consumer insight to be key trigger for quit smoking by utilizing the experimental to express the result of harmful from third-hand smoke.

•Call to action

- Government has strictly announced the prohibited for selling cigarette among teenagers under 18 YO

- Airport has reduced the smoking area

- Smoking in Taxi is not allow

•Implementation

- Get brief

- Gathering all data and consulted with expert as well as find out the key finding and insight

- Implement creative ideas

•Timeline

-Go live on March 04, 2019

-Campaign period : Mar - May 2019

•Placement

Facebook, youtube, website

•Scale

Online campaign + Exhibition

•Business impact

- Government has strictly announced the new regulations for selling cigarette among teenagers under 18 YO

- Airport has reduced the smoking area

- Smoking in Taxi is not allow

•Response rate

- Awareness rate of harmful from third-hand smoke has increased among Thai people.

•Impressions

- We can gain 60 Million impressions

•Change in behaviour

- Smoking people who has kids has realised the danger from third-hand smoke and pay more attention with this issue.

•Consumer awareness

- Thai people start encouraging each other to consider the harmful from third-hand smoke and gain high awareness in Thailand, consumer shared the campaign as word of mouth

Less education related with third-hand smoke among Thai people.

Thai people ignore this issue since they think that it is invisible harmful.

The third-hand smoke is not relevant issue with Thai people.