National Cancer Society Malaysia: BRAIN DEVELOPMENT

Credits & Description:

Category: Direct Response Print or Standard Outdoor, including Inserts

Advertiser: NATIONAL CANCER SOCIETY MALAYSIA

Product/Service: ANTI SMOKING

Agency: Y&R MALAYSIA

Date of First Appearance: Mar 31 2011

Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA

Chief Creative Officer: Edward Ong (Y&R Malaysia)

Creative Director: Gigi Lee (Y&R Malaysia)

Copywriter: Donovan Chew (Y&R Malaysia)

Art Directors: Gigi Lee/Azlaili Yunus/Nikken Chong (Y&R Malaysia)

Photographer: Wizard Photography

Art Buyer: T L Tan (Y&R Malaysia)

Account Supervisors: Annie Boo/Nikhil Joshi/Michelle Tan (Y&R Malaysia)

Medical Director: Dr Saunthari Somasundaram (National Cancer Society Malaysia)

Media placement: Posters - Clinics - March 31, 2011



Describe the brief/objective of the direct campaign.

The client wanted to talk to expecting mothers about the dangers of smoking, especially during pregnancy. Most women seem to have as laissez faire attitude towards lighting up, as evidenced when a renowned national celebrity was seen smoking continuously throughout her pregnancy.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We had to overcome a general apathetic attitude. Most women smokers have seen and heard it all. There is message fatigue in the market place. The communication had to shock them into taking action.



Explain why the creative execution was relevant to the product or service.

The campaign had to be careful not sound preachy. We couldn't talk down to the markets either, and felt that a headline approach would only appeal to only selected audiences. Not only that, the client needed an image that would communicate the dangers in 3 seconds or less. After several attempts, we decided on a hard-hitting graphic approach.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The campaign was recently launched and is complemented by digital and on-ground activities organised by the client. Results are currently being quantified at this stage.