The smoking rate among male teenagers in Korea has been declining due to COVID-19, and in 2020 finally hit a record low of 4.4 percent. However, the low smoking rate rapidly increases to 34 percent once teenagers become adults. It’s because many of them think that smoking is only prohibited for teenagers, and that smoking becomes ‘a matter of choice’ when they hit adulthood. Therefore, a campaign for continuing and strengthening the non-smoking culture was desperate, so that teenagers with the lowest smoking rate in Korea can keep the proud number of 4.4% in the future. The ‘Nodam(non-smoker) Members’ campaign aims to create a strong bond among non-smoking teenagers and make them be proud of being Nodam, and to spread Nodam to all generations beyond the youth generation.

The campaign begins with a video announcing that this is the generation with the lowest smoking rate in history.

In the launching episode, teenagers ridicule the temptation of cigarettes and proudly announce themselves as "Nodam Members," the first Nodam generation that did not lose to cigarettes. This episode was made to promote a new theme of the campaign and raise expectations for the main episode.

In the main episode, teenagers voluntarily join Nodam Members and cheerfully express their commitment to each other. This episode attracts teenagers' interest and participation in the Nodam membership.

Along with the TVC, online and offline participatory events were also held, such as teenagers creating and sharing their own Nodam Members stickers containing their commitment to be Nodam.

We defined current teenagers as a proud "Nodam generation” and tried to make non-smoking be recognized as a natural norm in Korean society.

We found a clue in the Rosenthal effect. The Rosenthal effect is a Harvard psychological experiment in which the group showed high academic achievement regardless of actual IQ when 20% of students were randomly selected and defined as a "group with high IQ." Through this example, it was found that positive regulations lead to positive results. As such, we defined teenagers as the first Nodam generation in Korea to give them pride and make them choose Nodam in the future as well, when they face temptation to smoke. Nodam Members was designed to make teenagers feel proud of the 95.6% non-smoking rate, the highest in history, and to make them see themselves as members to keep this record ongoing.

Launching Campaign (2022.10.07~2022.10.31) :

The campaign begins with the video that shows the theme of the campaign, and teenagers proudly announcing themselves as "Nodam Members," the first Nodam generation that did not lose to cigarettes. The video was aired as TVC and on digital as well, targeting teenagers.

Main Campaign (2022.11.01~2022.11.30) :

The TVC campaign began, where teenagers voluntarily joining Nodam Members and cheerfully expressing their commitment to each other, as well as a variety of exclusive merch to prove themselves as Nodam Members. The influence of the campaign has been expanded through items that teenagers can show off to each other.

1) Secured 20,624 Nodam members / 20,624 teenagers joined the Nodam membership

2) Willingness to be non-smoker after experiencing campaign

-Smoker : from 52.2% to 60.9%

-Non-smoker : from 91.0% to 93.7%

3) 70.8% of smokers and 58.7% of non-smokers change their thoughts on non-smoking positively through the campaign

4) 54% of the total is willing to share Nodam Members campaign with others

5) Campaign site inflow rate increased by 20.5% year-on-year, recording and activating 4.02 million

: The campaign site consists of various anti-smoking information and anti-smoking campaigns and Nodam campaign encourages to visit the site.