INVISIBLE CIGARETTE

Short List
TitleINVISIBLE CIGARETTE
BrandACTION ON SMOKING AND HEALTH FOUNDATION THAILAND
Product / ServiceTHIRD-HAND SMOKE
CategoryA03. Healthcare
EntrantSPICY 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

Credits

Name Company Position
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
Kamonluck Mungwattana Spicy H, Bangkok Agency Producer
Navinda Kittisubkul Spicy H, Bangkok Strategic Planning Director
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

Why is this work relevant for 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 - To create social contribution to Thai society in term of health & wellness. In order to encourage Thai people to realise the harmful from third-hand smoke and ignite people to raise this issue to be the top priority in their mind.To educate and change perception for better living.

Background

•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.

Describe the creative idea (20% of vote)

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.

Describe the strategy (20% of vote)

•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

Describe the execution (30% of vote)

•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

List the results (30% of vote)

•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.

Links

Video URL