Adesf: DESTINY

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: ADESF

Product/Service: ANTI-SMOKING ONG

Agency: NEOGAMA/BBH

Chief Creative Director: Alexandre Gama (Neogama BBH)

Creative Director: Márcio Ribas (Neogama Bbh)

Copywriter: Rodrigo Bergel (Neogama BBH)

Art Director: Leandro Hermann (Neogama BBH)

Art Director: Robson Teixeira (Neogama BBH)

Art Buyer: Mariah Bayeux (Neogama BBH)

Art Buyer: Daniella Grandini (Neogama BBH)

Media Director: Luciana Schwartz (Neogama BBH)

Media: Andrea Abud (Neogama BBH)

Media: Iuri Maia (Neogama BBH)

Media placement: NEWSPAPER 3 ads - O ESTADO DE S. PAULO - May, 31 2011



Insights, Strategy & the Idea

Every year, more than 200,000 smokers die in Brazil.



As the agency behind the campaigns of ADESF, a non-profit organisation with a focus on smokers’ health, we decided to take advantage of World No Tobacco Day to raise awareness of the harmful effects of smoking.



To achieve this, we came up with the idea of showing people that quitting depends only on each smoker. By smoking (or by deciding not to smoke) another cigarette, smokers are taking another step toward their future.



Creative Execution

To carry out the message in a distinct way, we created an ad that interacted with the sections of one of Brazil’s largest publications: the O Estado de S. Paulo newspaper.



The ad was based on the dilemma that every smoker has to face upon finishing a cigarette.



It would direct those who wanted to quit smoking to sections that corresponded to the good things in life (culture, sports and travel), whereas those who wanted to light another cigarette would be directed to the obituary section.



The tagline completed the message by saying that each person is responsible for their own destiny.



Results and Effectiveness

The action impacted the more than 790,000 readers of the O Estado de S. Paulo. It also had repercussions on websites and portals throughout the country.