Brief:
Hong Kong’s smokers, their families, and their colleagues in the workplace by creating and developing an idea for a major TV campaign designed to alert the HK community to the risks posed by passive smoking.
Challenge:
Smoking was entrenched in the culture. Smokers felt free to smoke wherever they liked at home or at work without regard for those around them. In addition, awareness of the risks posed by passive smoking was low, which made it hard for non-smokers to object.
Solution:
Dramatise the problem by showing non-smokers exhaling the smoke just inhaled by a nearby smoker. This eye-catching creative reframed the debate, showing in a striking way that smoking around other people is the same as forcing them to smoke themselves. The campaign included scenarios with children, pregnant women and work colleagues and successfully generated community support for a government initiative to ban smoking in the workplace.
Hong Kong’s smokers, their families, and their colleagues in the workplace by creating and developing an idea for a major TV campaign designed to alert the HK community to the risks posed by passive smoking.
Challenge:
Smoking was entrenched in the culture. Smokers felt free to smoke wherever they liked at home or at work without regard for those around them. In addition, awareness of the risks posed by passive smoking was low, which made it hard for non-smokers to object.
Solution:
Dramatise the problem by showing non-smokers exhaling the smoke just inhaled by a nearby smoker. This eye-catching creative reframed the debate, showing in a striking way that smoking around other people is the same as forcing them to smoke themselves. The campaign included scenarios with children, pregnant women and work colleagues and successfully generated community support for a government initiative to ban smoking in the workplace.
Results:
It won many international awards but more importantly the campaign successfully generated community support for a government initiative in Hong Kong that helped to pass a law to ban smoking in public places.
It won many international awards but more importantly the campaign successfully generated community support for a government initiative in Hong Kong that helped to pass a law to ban smoking in public places.