May 31st is globally anti-tobacco day, STC as socially responsible brand decided to run a campaign and raise awareness on the same day. The challenge was how to capture the attention of the user on a topic regularly ignored, and how to get users to engage with the campaign. So how to innovatively spread awareness about the downsides of a lethal habit that has reached critical level in KSA

We had to create country level reach in 24 hours, so we secured presence across all major ATL high reach channels, Large OOH, TV, RADIO and Digital. For OOH, the creative constituted solely the hashtag as blunt message with one of the letter forming a cigarette. For Radio, shows spoke about the campaign and played around the controversial hashtag. TV featured a man being encouraged by his peers, family, even wife to divorce someone the viewers couldn’t identify. However, at the end of the TVC, it becomes clear that all the encouragement was geared to help rid the guy of the bad habit. So to speak, to divorce her (the cigarette). The video was spread on digital as well and in addition to that banners featuring the hashtag ran on high reach platforms and social networks where by users were invited to participate in the conversation on the Twitter hashtag.