The Brief

Smokers have become immune to the many anti-smoking ads seen plastered all over the city. Our challenge was to get under the radar of these smokers and find a fresh approach to get them to see just how harmful smoking can be.

Creative Execution

With a small budget CPAA wanted to get under the radar of smokers and find a way to get them to quit smoking. Instead of using a conventional poster CPAA employed a never-done-before activity to bring their message alive.

Describe the creative solution to the brief/objective.

CPAA had a small budget to offer and a big message to spread. For this reason an activity was designed where a kid holding a balloon approached smokers outside restaurants, malls, offices and asked their help to blow it. The balloon when blown changed colour from pink to black with a message on it that read - If the air you blew in can do this to a balloon, imagine what it is doing to your lungs.

Results

Results: This idea helped grab people’s attention and illustrated the harmful effects that smoking can have on one's lungs. CPAA also found a 27% increase in calls to the helpline number and 22,000 page views at cpaaindia.org while this activity ran.