In the Thai-cultural context, adults naturally take action to educate children whenever they misbehave. Therefore, the promotion is specifically designed by using children as a key element to drive the target’s desired action. While people are smoking outside busy buildings in central and suburban Bangkok, we get child actors aged 7 to 10 years old, holding a cigarette to walk up to adults and ask them for a light. In this unexpected incident, adults will commonly refuse and warn them not to smoke, the child actors would ask them why they themselves are smoking and hand a ‘quit-smoking’ brochure to them. The demonstration of a smoking child will provocatively visualise the danger of smoking and remind them whenever they want to smoke.

Not only that, when smoking children are educated by adults not to smoke, they will hand them a brochure with the message; "you worry about me, but why not about yourself? Reminding yourself is the most effective warning to help you quit. Call 1600 hotline to quit smoking.”

The Smoking Kid campaign is the most effective anti-smoking campaign held by The Thai Health Promotion Foundation. From this campaign, almost every adult who received a brochure instantly stopped to think and threw their cigarette away. No adult however threw away the brochure. Most importantly, in phone inquiries by smokers who wanted to quit increased by 40%.