THE MESSAGE FROM THE LUNGS

Bronze Spike

Case Film

Presentation Board

TitleTHE MESSAGE FROM THE LUNGS
BrandTHAI HEALTH PROMOTION FOUNDATION
Product / ServiceANTI-SMOKING CAMPAIGN
CategoryD07. Charities, Public Health, Safety & Awareness Messages
EntrantBBDO BANGKOK, THAILAND
Entrant Company BBDO BANGKOK, THAILAND
Advertising Agency BBDO BANGKOK, THAILAND

Credits

Name Company Position
Suthisak Sucharittanonta BBDO Bangkok Chief Creative Officer
Suthisak Sucharittanonta BBDO Bangkok Executive Creative Director
Anuwat Nitipanont BBDO Bangkok Executive Creative Director
Anuwat Nitipanont BBDO Bangkok Creative Director
Suthisak Sucharittanonta BBDO Bangkok Art Director
Anuwat Nitipanont BBDO Bangkok Art Director
Kantapon Metheekul BBDO Bangkok Art Director
Suthisak Sucharittanonta BBDO Bangkok Copywriter
Anuwat Nitipanont BBDO Bangkok Copywriter
Thiti Boonkerd BBDO Bangkok Copywriter
Anchalee Kerdchan BBDO Bangkok Account Director
Preeyaporn Somboonwanna BBDO Bangkok Account Manager

The Brief

The campaign aims to communicate directly to current and potential smokers to let them know how badly smoking can harm their inside bodies by creating the first ink that was created from smokers' donated lungs. Then bottled and distributed it in public spaces for those smokers to see and convince them to sign up for out quit-smoking program.

Creative Execution

Bringing the message from inside body to the outside for smokers to see. ‘The Message from the Lungs’ introduced the world’s first ink made from smokers’ lungs. By cooperating with Faculty of Medicine, Chulalongkorn University, we are successfully extracted black substance from smokers’ donated lungs and made it into ink. Then bottled and distributed them in public space for people, especially current and potential smokers to see how smoking can harm their lungs and their bodies, and also convince them to quit sooner.

Describe the creative solution to the brief/objective.

The main target audience was every current smokers who might ever have thought of quitting but still can't. And also every potential smokers that might have a chance to start smoking. For them, they've seen many anti-smoking campaigns for all of their life, and still they didn't really quit because the harmful effects of smoking only stay inside their bodies. And when those effects start to show up, it might be already too late. Thai Health Promotion Foundation want to let them know how badly smoking can harm their bodies from the inside and convince them to quit sooner.

Results

‘The Message from the lungs' became huge topics and were spread across the nation. The topic generated more than 70M THB in earned media. The messages were also shared on social network by more than 100,000 of people. And most importantly, a large number of smokers were convince by the messages to quit as our quit-smoking program’s participants increased by 500% compared to last year.