Thai Health Promotion Foundation (ThaiHealth): The Message From The Lungs [video]

Credits & Description:

Brand: Anti Smoking Campaign
Advertiser: Thai Health Promotion Foundation
Agency: Bbdo Bangkok, Bangkok
Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Director: Suthisak Sucharittanonta/Anuwat Nitipanont
Creative Director: Suthisak Sucharittanonta/Anuwat Nitipanont
Copywriter: Suthisak Sucharittanonta/Anuwat Nitipanont/Thiti Boonkerd
Art Director: Suthisak Sucharittanonta/Anuwat Nitipanont/Kantapon Metheekul
Account Director: Anchalee Kerdchan
Account Manager: Preeyaporn Somboonwanna
Film Production Company: Me-Our Production, Bangkok
Director: Kasemparn Jujindalert
Campaign Summary: In Thailand, Every Day 142 People Die From Smoking. Research Also Shows That 90% Of Smokers, At Least Once, Thought Of Quitting, But Most Of Them Never Get A Chance To Because Harmful Effects Only Stay Inside The Body, And When The Effects Start To Show Up, It Would Be Already Too Late. Thai Health Promotion Foundation Wanted To Tackle The Insight And Launch A Anti-Smoking Campaign That Change Smokers' Perception And Raise An Awareness To Give Them More Understanding About The Harm Of Smoking And Convince Them To Sign Up To Our Quit-Smoking Program. ‘The Message From The Lungs’ Introduced The Worlds First Ink Made From Smokers’ Lungs. By Cooperating With Faculty Of Medicine, Chulalongkorn University, We Are Successfully Extracted Black Substance From Smokers’ Donated Lungs And Made It Into Ink. Then Bottled And Distributed Them In Public Space For People, Especially Current And Potential Smokers To See
The Brief: In Thailand, Every Day 142 People Die From Smoking. Research Also Shows That 90% Of Smokers, At Least Once, Thought Of Quitting, But Most Of Them Never Get A Chance To Because Harmful Effects Only Stay Inside The Body, And When The Effects Start To Show Up, It Would Be Already Too Late. Thai Health Promotion Foundation Wanted To Tackle The Insight And Launch A Anti-Smoking Campaign That Change Smokers' Perception And Raise An Awareness To Give Them More Understanding About The Harm Of Smoking And Convince Them To Sign Up To Our Quit-Smoking Program.
The Strategy: The Main Target Audience Was Every Current Smokers Who Might Ever Have Thought Of Quitting But Still Cant. And Also Every Potential Smokers That Might Have A Chance To Start Smoking. For Them, Theyve Seen Many Anti-Smoking Campaigns For All Of Their Life, And Still They Didnt Really Quit Because The Harmful Effects Of Smoking Only Stay Inside Their Bodies. And When Those Effects Start To Show Up, It Might Be Already Too Late. Thai Health Promotion Foundation Want To Let Them Know How Badly Smoking Can Harm Their Bodies From The Inside And Convince Them To Quit Sooner.
The Execution: Bringing The Message From Inside Body To The Outside For Smokers To See. ‘The Message From The Lungs’ Introduced The Worlds First Ink Made From Smokers’ Lungs. By Cooperating With Faculty Of Medicine, Chulalongkorn University, We Are Successfully Extracted Black Substance From Smokers’ Donated Lungs And Made It Into Ink. Then Bottled And Distributed Them In Public Space For People, Especially Current And Potential Smokers To See How Smoking Can Harm Their Lungs And Their Bodies, And Also Convince Them To Quit Sooner.
The Result: ‘The Message From The Lungs' Became Huge Topics And Were Spread Across The Globe. The Topic Generated More Than 70m Thb In Earned Media. The Messages Were Also Shared On Social Network By More Than 100,000 Of People. And Most Importantly, A Large Number Of Smokers Were Convince By The Messages To Quit As Our Quit-Smoking Programs Participants Increased By 500% Compared To Last Year.