THE 70-METER SPIT

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TitleTHE 70-METER SPIT
BrandHEALTH BUREAU OF NANHUI, SHANGHAI
Product / ServicePUBLIC AWARENESS
CategoryB05. Public Service, Charity & Fund Raising
EntrantOGILVY SHANGHAI, CHINA
Entrant Company:OGILVY SHANGHAI, CHINA
Advertising Agency:OGILVY SHANGHAI, CHINA

Credits

Credits

Name Company Position
Kevin Lee Ogilvy & Mather, Shanghai Executive Creative Director
Kevin Lee/Kit Ong/Kelvin Leong Ogilvy & Mather, Shanghai Creative Director
Kit Ong/Adams Fan Ogilvy & Mather, Shanghai Copywriter
Xiao Kun/Siwen Bao/Deng Hua/Zhang Lei/Robin Wu/Kelvin Leong/Kevin Lee Ogilvy & Mather, Shanghai Art Director
Aywei Wong/Woo Hon Foong/Hon Foong/Chye Yee Ogilvy & Mather, Shanghai Agency Producer
Adams Fan/Bai He Photographer
Nial/Deng Hua/Zhang Lei/Kelvin Leong/Kevin Lee Designers
Nial/Deng Hua/Zhang Lei/ Min Sheng/Huang Haibo/Xiao Kun/Robin Wu/Jacky Xiao/Sam Illustrators

Results and Effectiveness

Public awareness was heightened further by various media coverage. The extra publicity helped to spread the word about this unknown fact about spitting to more people.

Creative Execution

The solution is simple: make the germs visible. Make the message obvious to the migrant workers. We created charcoal artworks that show how far the germs could spread from its source. A total of 51 artists consisting of graffiti artists, graphic designers, and fine arts students were involved in this gigantic piece of social art. And in the middle of the artwork we have an arrow that points to a spot of spit. On the arrow we fit in the message. We chose places that are near the migrant workers' living quarters to showcase the artwork.

Insights, Strategy and the Idea

Spitting is a national habit in China. The Public Health Bureau Of Shanghai wanted an anti-spitting public awareness campaign targeting migrant workers in Shanghai. Most migrant workers have been educated the sputum in spits contains germs that spread diseases. But many do not know the germs are not contained within the spot of the spit. The wind helps to carry the germs that are in the spray of the spit to further distances. According to the Public Health Bureau Of Shanghai, germs can spread to as far as 70 meters depending on the wind conditions. So how do we make them see this fact?