|Brand||ACTION ON SMOKING AND HEALTH FOUNDATION THAILAND|
|Product / Service||THIRD-HAND SMOKE|
|Category||A05. Health & Wellness Tech|
|Entrant||SPICY H Bangkok, THAILAND|
|Idea Creation||SPICY H Bangkok, THAILAND|
|Media Placement||SPICY H Bangkok, THAILAND|
|PR||SPICY H Bangkok, THAILAND|
|Production||SPICY H Bangkok, THAILAND|
|Kavin Sitsayanaren||Spicy H, Bangkok||Chief Creative Officer|
|Teruhisa Ito||Spicy H, Bangkok||Chief Executive Officer|
|Prodpran Khuhakongkit||Spicy H, Bangkok||Associate Client Service Director|
|Navinda Kittisubkul||Spicy H, Bangkok||Strategic Planning Director|
|Kamonluck Mungwattana||Spicy H, Bangkok||Agency Producer|
|Kavin Sitsayanaren||Spicy H, Bangkok||Art Director|
|Kavin Sitsayanaren||Spicy H, Bangkok||Copywriter|
|Prater Preedeevit||Cream Cream House||Production House|
|Attaphol Wongvorakul||Cream Cream House||Producer|
According to the objectives of action on smoking and health foundation Thailand which aim to encourage people to quit smoking, this work has the same goal as well as enhance brand experience & activation.
•Healthcare regulatory bodies - Every communication materials about food & drug need to be submitted to FDA •Government - Advertising for alcohol beverage and cigarette is not allow in Thailand •Tv stations/media channels - Advertising for alcohol beverage and cigarette is not allow in Thailand
• Healthcare Professional - Healthcare Professional has potential that can change perception toward smoking people and family which can change the world. •Patient - Smoking people who has kids has realised the danger from third-hand smoke and pay more attention with this issue.
•Situation The world health organization has found around 890,000 people die every year from second-hand smoke and ¼ are children under 5 years old which is partly caused by third-hand smoke. We want Thai people to be aware of third-hand smoke’s danger before it’s too late. •Brief Ideas that can educate and demonstrate how harmful from third-hand smoke affects to others. •Objectives To communicate that invisible harm from third-hand smoke are a silent danger left in the house that harms the one you love.
We have conducted the experiment, gathering house items from those who have been affected by the third-hand smoke, to extract chemical residuals which can’t be removed by generic cleaning ways especially Nicotine to create another cigarette. This experimental shows the danger from third-hand smoke and we want Thai people to quit smoking.
•Data gathering - Mini survey by interviewing smoking people - Data from Action on Smoking and Health foundation Thailand •Target audience Demographic : Male & Female (25-55YO) , Nationwide Psychographic : Outgoing, Busy lifestyle, Self confident, Smoking addicted •Approach : Enhance consumer insight to be key trigger for quit smoking by utilizing the experimental to express the result of harmful from third-hand smoke. •Call to action - Government has strictly announced the prohibited for selling cigarette among teenagers under 18 YO - Airport has reduced the smoking area - Smoking in Taxi is not allow
•Implementation - Get brief - Gathering all data and consulted with expert as well as find out the key finding and insight - Implement creative ideas •Timeline -Go live on March 04, 2019 -Campaign period : Mar - May 2019 •Placement Facebook, youtube, website •Scale Online campaign + Exhibition
•Business impact - Government has strictly announced the new regulations for selling cigarette among teenagers under 18 YO - Airport has reduced the smoking area - Smoking in Taxi is not allow •Response rate - Awareness rate of harmful from third-hand smoke has increased among Thai people. •Impressions - We can gain 60 Million impressions •Change in behaviour - Smoking people who has kids has realised the danger from third-hand smoke and pay more attention with this issue. •Consumer awareness - Thai people start encouraging each other to consider the harmful from third-hand smoke and gain high awareness in Thailand, consumer shared the campaign as word of mouth Less education related with third-hand smoke among Thai people. Thai people ignore this issue since they think that it is invisible harmful. The third-hand smoke is not relevant issue with Thai people.