Title | THE MESSAGE FROM THE LUNGS |
Brand | THAI HEALTH PROMOTION FOUNDATION |
Product / Service | ANTI-SMOKING CAMPAIGN |
Category | D07. Charities, Public Health, Safety & Awareness Messages |
Entrant | BBDO BANGKOK, THAILAND |
Entrant Company | BBDO BANGKOK, THAILAND |
Advertising Agency | BBDO BANGKOK, THAILAND |
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 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.
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.
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.
‘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.