Brief Explanation

Borrowing from the Chinese tradition of burning precious items (made of papers) so their dead relatives can lead a good life, we made an entirely new products - Lungs! This served to remind smokers of how precious and valuable their lungs are, and we also urged them to call the Quitline as soon as possible to enjoy a fresh breath of air in this life. Our design was thus based off the Chinese traditional paper offering style in bright blue to make it more attention grabbing and, with text in both Chinese and English reminding people of the need to quit.

The Brief

To bring across the anti-smoking message in a fresh and persuasive way.

How the final design was conceived

The challenge was that all other forms of traditional advertising had been saturated with the anti-smoking message. The key objective was to find an absolutely new way of bringing our message to life, to surprise smokers, and to really get them thinking about quitting.

Indication of how successful the outcome was in the market

In a 2-week period around Qing Ming, an average of 412 people per shop enquired about our paper lungs and got the message. 20% increase in the number of calls to Quitline.