Why is this work relevant for Brand Experience & Activation ?

We are well aware that in order for one to quit smoking, encouragement is key. This work turns an awareness campaign into a tool which help encouraging smokers to quit smoking by experiencing a meaningful and powerful message from their loved ones directly on cigarette carton. It is a new way to related experience with smokers.

Background

Thailand started implementing a graphic warning on cigarette cartons in 2005. Despite a constant decline in the number of smokers, the overall number is still quite high. One reason for this could be that people have become accustomed to those health warning labels. Horse Stationery, a leading manufacturer of stationery in Thailand would like to create something which can benefit our society. We have chosen to highlight the problem of smoking, as we believe there have not been enough attempts to help people quit smoking. The goal was to be a powerful tool that can enhance the effectiveness of an invitation to smokers encouraging them to quit smoking. Due to a limited budget for this campaign, we then aim to make this a simple yet powerful tool that can reach as many people as possible.

Describe the creative idea (20% of vote)

Thailand started implementing a graphic warning on cigarette cartons in 2005 together with other measures to enhance the public’s awareness of the detrimental effects of smoking. Despite a constant decline in the number of smokers in the country, the overall number of smokers is still considered quite high. One reason for this could be that people have unfortunately become accustomed to the health warning labels on cigarette cartons. With this in mind, we’ve created ‘Love Label’, a sticker pack with the size equal to the standard health warning labels, allowing those who are close to the smokers to write a personal message and stick it on the health warning labels. This way, the message will be far more powerful than any other message, as they come directly from those who truly care for those who smoke.

Describe the strategy (20% of vote)

We are well aware that in order for one to quit smoking, encouragement is key. We also firmly believe that the messenger matters as much as the message. The best message which can encourage a smoker to quit smoking surely comes from a close one who cares most for them whether it be a family member or a loved one. Since Horse, is the brand that helps people create and send message to others, no matter business or personal, through its stationaries. We decided to offer people a tool helping them to send a caring message to their love ones to quit smoking.

Describe the execution (30% of vote)

Since Thailand is still a developing country, and we have a limited budget to create the solution, we decided to make a simple yet powerful tool that can reach as many people as possible. ‘Simple tool that can send message directly to smokers’ With this in mind, we’ve created ‘Love Label’, a sticker pack with the size equal to the standard health warning labels, allowing those who are close to the smokers to write a personal message and stick it on the health warning labels. This way, the message will be far more powerful than any other message, as they come directly from those who truly care for those who smoke. This sticker pack is given away at any Horse Stationery stores and other partnering stores. Alternatively, it can be downloaded online from www.lovelabel.org, this will help people reach the sticker sets from anywhere.

List the results (30% of vote)

Love Label was launched on World No Tobacco Day and received attention beyond expectation: +800% Earned FB impressions, +1500% FB engagement. Not only did various media help to promote this campaign for free, but several educational institutions have also used Love Label as an educational tool. Many children use the sticker to write a personal note to their parents asking them to stop smoking. We are starting on a small space on the cigarette carton, but ‘Love Label’ has undoubtedly contributed to making Thailand tobacco free.