Title | THE 70-METER SPIT |
Brand | HEALTH BUREAU OF NANHUI, SHANGHAI |
Product / Service | PUBLIC AWARENESS |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | OGILVY SHANGHAI, CHINA |
Entrant Company: | OGILVY SHANGHAI, CHINA |
Advertising Agency: | OGILVY SHANGHAI, CHINA |
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 |
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.
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.
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?