Why is this work relevant for Entertainment?

The smokers have habit of ignoring quit smoking campaign keeps them away from realizing this fact. Thai Health Promotion Foundation created an entertainment online film, demanding to draw those smokers to willingly acknowledge the fact that they never once knew before. We got 37 millions people views with only 20K USD paid media, 68 millions impressions and 30,427 people interested to join the campaign.

Background

Thai people have been educating about danger of secondhand smoke. However, what they yet don’t know is that the toxic smoke travel further than they imagine and faraway doesn’t mean safe. Demanding to let them know the truth that could lead them to the final mission which is to quit smoking.

Describe the creative idea

We created an entertainment online film, demanding to draw those smokers who keep ignoring quit smoking campaign to willingly acknowledge the fact that they never once knew before. The film went highly viral. We launch the campaign since February and still continue nowadays.

Describe the strategy

Leading smokers with ignoring anti-smoking habit through entertainment content to let them know that the toxic smoke travels farther than they imagine. Aiming to the goal which is quit smoking.

Describe the execution

We posted entertainment film through our social media, We use 2 media placements, facebook and youtube, since 26th February. We didn’t spent any money for media fee.

Describe the outcome

We got 37 millions people views with only 20K USD paid media, 68 millions impressions and 30,427 people interested to join the campaign.