Unlike cigarettes, there are no clear regulations on e-cigarettes in Korea. In addition, smokers tend to think that e-cigarettes will have little or no effect on second-hand smoke. Therefore, e-cigarettes are smoked indoors, in cars, and in non-smoking areas, causing more damage to second-hand smoke. It was time to create a social atmosphere that makes e-cigarettes smokers be aware of their surroundings by looking back on themselves, and that corrects the thoughts of non-smokers who thought e-cigarettes more generously than cigarettes and to be wary of second-hand smoke.

We showed the danger of e-cigarettes by comparing the contradictory inner feelings of smokers and non-smokers about e-cigarettes. During the conversation between the smoker and the non-smoker, the background darkens and the lights focus on the characters when their actual inner thoughts come out as narration. The smoker vapes e-cigarettes outdoors and indoors, saying that e-cigarettes are less harmful and have no smell. However, through his honest narration, we can see how he walks around on eggshells while vaping and feels difficult to quit as he smokes even more. The non-smoker is worried about whether his co-worker will be able to quit smoking. The film shows that e-cigarettes are also cigarettes, and that there is no such thing as a healthy cigarette.

This campaign is evaluated as an excellent TVC, especially gaining high scores in [message understanding : 4.1/5] and [empathy : 4.0/5] parts during target research. Showing the honest thoughts of both smokers and nonsmokers have contributed to improving the power of message. It is also analyzed as an advertisement that had a positive effect on attitude and behavior change. The key message "There is no such thing as a healthy cigarrette" successfully warns the danger of e-cigarrettes.

Willingness to be non-smoker after experiencing campaign : 97.2% (6% higher)

Positive thoughts on anti-smoking after campaign : 62.8%