A Personal message to

smokers

The sm king Kid

Neha Malik

Introduction

• THPF has aggressively promoted free hotline “1600 Quitline” to help smokers.

• Despite high investment, the number of calls remained low.

• The campaign failed to create the attention that led to behavioral change.

• A new approach called “Inside-Out Reflection” used to convince smokers.

• Online media was used as a direct channel to communicate.

• With $5000 budget & no media spending, Smoking kid had an enormous impact.

How to convince someone who refuse to listen Since 1990s, the Thai government took measures like:

Banning Smoking in public areas Restricting advertising Images on cigarette package Promotion of “1600 Quitline”

Challenges

Smokers immune to anti-smoking campaigns

Smokers ignored the campaigns 1600 Quitline became just another

meaningless warning New approach required

Goal was to increase the number of calls to the 1600 Quitline by 10% over 3 months

Strategy

• Inside-out Reflection approach

• A personal message to smokers

• Creative idea

• Smokers and Thai cultural insight were combined

• The ‘Smoking Kid’ Idea

• Smokers to act the speakers if the anti-smoking

campaign

Implementation

Outcome

• Increase in number of calls during campaign

• Earning was way higher then investment

• Post campaign effect

• Global recognition

• Clip got popular in 30

countries

Recommendations

• Strict Ban on smoking in public.

• Ban to have smoking areas in work place.

• Smoking “not so cool” in social media.

• Public banners on impotency caused due to smoking.

• Smoking cards.

Questions

• Would this add work on you? Comment?

• Using kids in this awareness, was it right?

• What will be the effect of smoking card on manufacturer and smokers?

• Compare the investment with outcome of this project.

• ………..