| Title | NATIONAL SMOKING CONTROL CAMPAIGN |
| Brand | HEALTH PROMOTION BOARD |
| Product / Service | ANTI-SMOKING CAMPAIGN |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | MINDSHARE SINGAPORE, SINGAPORE |
| Entrant Company: | MINDSHARE SINGAPORE, SINGAPORE |
| Media Agency: | MINDSHARE SINGAPORE, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Charmaine Deng | Mindshare | Director |
| Benjamin Yeow | Mindshare | Director |
| Patricia Yin | Mindshare | Manager |
| Natasha Kim Bounaparte | Mindshare | Senior Executive |
| Gavyn Cher | Mindshare | Executive |
| Xueting Lin | Mindshare | Associate Manager |
An online post campaign research was conducted with a sample of 313 respondents results showed that: 65% of smokers agree that “Life is better in the absence of cigarettes”. 69% of non-smokers agree/strongly agree that they intend to help friends and family who smoke to quit the habit. One third of smokers were encouraged by the campaign to quit smoking. Respondent was quoted: “It’s unique & rare, especially the hip hop’s poster. It really stands out. Most probably because of my passion in dance & hence it caught my eye”.
As youths are essentially using smoking to portray a cool image, we aimed to use the same cool icons to define the cause of anti-smoking as cool. To resonate with the youths, the message needs to be embedded into their interest in order to create anti-smoking achieve conversation topic status among them. The following passion points are being identified. Self expression passion points: Art & Dance. Image projection passion points: Music & Fashion. To address their fragmented media habit, the media strategy is to create presence in a wide array of channels. We aim to provide autonomy of self expression and viral-ability of message through online social medium. While image projection need was addressed by using icons from youth radio station and presence of message in their favourite shopping centres and online videos and magazines as these channels are related to fashion and have a cool connotation.
The prevalence of youth smokers age 10-29 is a worrying social issue for Singapore. Therefore HPB aims to decrease the adoption of this harmful habit among youth. Through research, the main influencing factors that causes adoption of smoking behavior is largely due to peer pressure and the cool image projection by fashion icon and celebrities who smokers. The communication task is made tougher especially when youth desire to form their own opinion and have a short attention span due to their multi-faceted interests. They learn ways of lives through sharing the content they create. With the understanding that youth with talents are role models among their peers in the school environment and that they learn through sharing of their own created content with their peers, we aim to use the same thought framework to evoke a change in behavior.