To meet our objectives we decided to create a unique and engaging live experience. Footage of the live event would be used to create a hidden-camera video hosted on the ACSCAN Facebook page. Our idea was to disguise a local New York insult comic as a talking ashtray. To lure smokers in, we placed the ashtray on a busy Midtown sidewalk. Our comic and production team were hidden from sight. At first, smokers were surprised to find the ashtray talking to them, but almost everyone stayed for a chat and endured a few jokes as they learned about the dangers of smoking and effective ways to quit.

To execute our idea, we had to scout talent, create the talking ashtray, set up several locations with hidden cameras and microphones, and edit the film. To prep each location, we installed a series of cameras and microphones before morning commute began. We set up a hidden station for our insult comedian to view the smokers engaging with the ashtray. This allowed us to make the conversation dynamic and reactive. Once the event was complete, the team used selected footage from participants willing to sign the release to create a 3-minute video to be hosted on Facebook. The video drove traffic to the local ACSCAN Facebook page and the NY Quits smoking cessation hotline. The timeline for our project was 6 weeks. We performed the stunt on May 15, 2016, and released the video May 31, 2016.

We engaged over 100 smokers during our event. The video composed of scenes from the event was shared online and received over 25,000 views in 2 days. Our proudest results were the behavioral changes we sparked. People pledged to quit, a woman promised to make sure her husband quit, and one gentleman even destroyed the last of his pack as a gesture that he was done for good. Our event gathered more traffic throughout the day as word spread and people sent over their friends and even recommended the experience to strangers. Not only did we create immediate change in behavior for many of the participants, we also raised awareness through the video’s social media post and subsequent sharing.