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Thai Health Promotion Foundation
Smoking Kid - A Personal Message to the Smokers

RAN IN: Thailand

CLIENT
Thai Health Promotion Foundation

AGENCY
Ogilvy & Mather Advertising Thailand *Lead Agency


SUMMARY

Thai Health Promotion Foundation (THPF) 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. The campaigns failed to create long-term behavioral change. Smoking Kid employed a new approach for anti-smoking campaign which communicated with smokers on a personal level. With no media spending, Smoking Kid had an enormous impact with massive earn media beyond Thailand. The campaign was sparking conversation and inspiration about quit smoking around the world.


Language: English