Our work with Cancer Society of Finland focuses on finding a creative approach that in itself will create interest from the audience as well as the market to promote it. We came up with the idea to work with fan posters as a vehicle for promoting our message. If we could produce fan posters that felt relevant and cool to the diverse sub-groups we would hopefully also get them to put them on the walls of their bedrooms. Thereby reminding them in a sublimal way of our key message.

Supported by PR and ambient campaigns Coffin Shop and its anti-smoking message became part of popular culture, considered cool by the target audience and resulting in immediate action among them.Thousands of young smokers have been photographed trying out the coffin at Coffin Shops and have entered the quitting program.According to research we managed to not only to get the message through to young people but they perceived it as popular culture and thus a cool thing.The Cancer Association got more funding from the ministry of health.