Background

COVID-19 has stopped off-line activity, but smoking rate is still increasing. We had to restart smoke free campaign on-line.

Describe the creative idea

Let's proceed off-line smoke free campaign on-line. In its most efficient way. Altering real smoke free street into on-line no smoke street. Smoke cessation aid provided at the smoke cessation clinic into on-line no smoke kit. ‘If you are worried about the smoke, acknowledge others on-line that it’s the street where kids walk to school.’ ‘Show your warm heart on video and deliver in no smoke kit for those who can’t go the smoke cessation clinic at the health center.’

Describe the strategy

Establishing a no additional installation requiring platform on the web, we made it possible for anyone to easily participate on on-line smoke free campaign. Voluntary spread was achieved by utilizing SNS messengers. Many people can come up with unique DIY outcome, by having different settings and various stickers, so there can be no identicle no smoking street or no smoking kit.

Describe the execution

On-line no smoke street and on-line no smoke kit movement started since November 30th, 2020. Inflow and participation were made via owned media channel promotion. We intend to persist this campaign for the public interest of national health.

List the results

In a short time of 50days, 5million people have visited the site. 1,872 people have participated in owned media channel promotion and SNS sharing. Number of participants are still on the increase and even know they are talking about quitting smoke. Unlike the past when not-smoking was an issue only for the smokers, it has become an opportunity for the none smokers to get involved and this awareness has expanded furthermore to ‘smoking prevention’.