Title | NEW LUNGS |
Brand | SINGAPORE CANCER SOCIETY |
Product / Service | ANTI-SMOKING |
Category | A02. Best Use of Merchandising/In-Store Marketing |
Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
Entrant Company: | OGILVY & MATHER SINGAPORE, SINGAPORE |
Sales Promotion/Advertising Agency: | OGILVY & MATHER SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Steve Back | Ogilvy/Mather Singapore | Chief Creative Officer |
Troy Lim | Ogilvy/Mather Singapore | Creative Director/Copywriter |
Justin Lim | Ogilvy/Mather Singapore | Creative Director/Copywriter |
Jon Loke | Ogilvy/Mather Singapore | Creative Director/Art Director/Typographer/Design |
Adeline Siow | Ogilvy/Mather Singapore | Copywriter |
Kairong Ku | Ogilvy/Mather Singapore | Art Director/Typographer/Design |
Lim Jae Hann | Photographer | |
Stephanie Lee | Ogilvy/Mather Singapore | Producer/Art Buyer |
Adele Huang | Ogilvy/Mather Singapore | Producer |
Shirley Tay | Ogilvy/Mather Singapore | Head Of Account Management |
Artisan Asia Pte Ltd | Props | |
Jennifer Lim | Singapore Cancer Society | Director/Community Partnerships |
Find a way of reaching smokers who have grown weary of traditional anti-smoking messages and convince them to quit.
We had to find a new, fresh way of reaching them, so we decided to borrow from the well-known Chinese tradition of burning precious items made of paper for the dead. We created a never before seen product: new lungs. We deliberately placed them in store during the Qing Ming period (when people buy these paper offerings to burn for their dead relatives). These reminded smokers of how precious their lungs were, and included a message that urged them to quit so they could enjoy healthier, renewed lungs in this life, and not the next.
In the 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.
During Qing Ming, it's a time when people think about giving their dead relatives the best afterlife. By placing the lungs in store, we wanted people to start thinking of healthy lungs as an essential requirement to living the good life, and relate it back to how smoking affects their quality of life negatively. This culturally and emotionally relevant message convinced smokers of the need to quit to enjoy their lives now, rather than much, much later.