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Smoking Kid

Industry: Public interest & Non-profit
Media:Promotion & Event
Style: Minimalism
Describe the campaign/entry
Smoking has been a public scourge for generations in Thailand. For the past 20 years, the Thai Health Promotion Foundation has operated and aggressively promoted free hotline, “1600 Quitline” to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low. Smokers either ignored the campaigns or didn't give the key message much thought. The campaigns failed to create attention that led to long-term behavioral change.

Instead of using scare tactics or emotional cues to convince smokers to call 1600 Quitline, the Smoking Kid campaign employed a new approach called “Inside-Out Reflection.” The smokers found themselves in a situation in which their own voice served as the warning message, thus creating a "self-awakening" moment. Online media was used as a direct channel to communicate with smokers on a personal level.

With a budget of just $5,000 and no media spending, Smoking Kid had an enormous impact that touched smokers and non-smokers alike. The campaign not only became the most effective ever for the THPF, but also generated massive buzz around the world. Smokers far beyond Thailand's borders experienced their own "inside-out reflection" moment, sparking a global conversation and providing inspiration to many looking to give up smoking once and for all.

Describe the brief from the client
Quitting smoking is difficult and many who want to quit can't do it alone. To aid those who can't quit by themselves, the Thai Health Promotion Foundation offers a free help-line call service, called the 1600 Quitline, staffed by professional counselors. However, despite a high investment in advertising, the number of calls to 1600 Quitline was far too low to be considered effective. An average of only 7,057 calls per month was recorded from January to May 2012, and an average of 2,080 smokers, or 0.05% of all smokers in Thailand, called per month in 2009-2010 . Unless we could increase the number of calls to the Quitline - which was considered a highly effective way to quit - the problem of smoking in Thailand would remain a considerable problem.

Spurring action for Thai smokers
The campaign was able to create a measurable behaviour change. The number of completed calls went from an average of 7,057 per month from January to May, to 11461 in June, an increase of 62%. This marked a new high and outperformed all of THPF's previous anti-smoking campaigns over the past 20 years.

Moreover, after the launching period on July, the average number of monthly calls through November was 9321, up 32% from pre-launching levels. This sustained higher number of calls meant that other media advertising the 1600 Quitline was no longer invisible to smokers.

Far Outperforming Previous Campaigns
• Cost of investment per call was substantially reduced from an average of $1.5 million to $5,000 (only required production cost with zero media cost)
• With no media spending, the campaign eventually generated incredibly high earned media valued at $USD 3.2 million within one month.

Influencing smokers both locally and globally with a universal message
The video became a viral sensation and helped to spark a worldwide conversation. Some journalists, industry analysts and netizens were calling it the "most effective anti-smoking ad ever." The video was viewed more than a million times within the first three days and more than 5 million times within 10 days.

Scores of local and international media outlets reported on the video. This included Al Jazeera, Reuters, Financial Times, New York Daily News, Adweek, Arab News, Chicago Tribune, Deccan Chronicle from India, and Philstar from the Philippines. The clip was shared in 30 countries, and was mentioned in more than 20,000 posts on social media and blogs.

The Situation
Since the early 1990s, the Thai government and health organizations have taken tough measures and invested heavily in anti-smoking campaigns. Legislation was enacted including banning smoking in public places and eliminating any form of cigarette advertising. Tobacco manufacturers were forced to include the 1600 Quitline on all cigarette packages, right next to graphic images showing the negative long-term health effects of smoking. Also, the 1600 Quitline was featured prominently in all anti-smoking advertising materials produced.

The Strategy
We created 3-step communication platforms, beginning with direct experiences, turning into a social trend.

Step 1: Experiment
We designed the experiment to happen at the most critical moment - during the act of smoking to create a ‘self-awakening’ moment, forcing them to reflect on their behavior.

Super: Step 2: Online
We recreated the same intimate experience for a wide audience of smokers online. The clip reached more than millions views in first 3 days and hit 5 million in 10 days and still rising. Sparked online conversations in over 30 countries with tens of thousands of comments from viewers all over the world

Step 3: Contagion
We brought the conversations back into the offline world. VDO Clip was picked up by many Thais mass media outlets. Moreover, media outlets around the globe recognized Smoking kid as a model campaign
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Sound Design:
Cannes Lions International Festival of Creativity 2013
Silver PR
Public Sector
Clio Awards 2013
Gold Public Relations
Special Event
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