Cannes Lions
SPICY H, Bangkok / ACTION ON SMOKING AND HEALTH / 2019
Overview
Entries
Credits
Background
•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.
Idea
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.
Strategy
•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
Execution
•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
Outcome
•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.
•Change in behaviour
- Smoking people who has kids has realised the danger from third-hand smoke and pay more attention with this issue.
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