Brief Explanation

Thai Health Promotion Foundation (THPF) is a non-profit organization that has been continuously holding above-the-line campaigns to encourage people to quit smoking. However, the number of people quitting smoking has not diminished as much as they would like. Now, the THPF wants a fresh and new anti-smoking campaign that directly interacts with the smokers and instantly provokes them to realize the hazard of smoking in order to noticeably reduce the number of smokers in the country. In the Thai-cultural context, adults naturally take action to educate children whenever they misbehave. Therefore, the campaign is specifically designed to take place in smoking area outside busy buildings in central Bangkok and suburban. While people are smoking, 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 kid will provocatively visualize the danger of smoking and remind them as well as all smoking people in that area whenever they want to smoke.