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Ogilvy Singapore’s Smoking Control Campaign |
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Ogilvy & Mather Singapore has built upon the creative theme of “Live It Up Without Lighting Up” for the Health Promotion Board’s youth-targeted smoking control campaign, for the second year running. The “Live It Up Without Lighting Up” campaign encourages youth to lead a tobacco-free life by trumping up the benefits to one’s appearance, fitness, spending power and the environment.
“Live It Up Without Lighting Up” was rolled out as an integrated campaign that spanned above-the-line, out-of-home, online, radio and on-ground activities, including the Great Audio Experience. The latter, held on May 29 as part of the World No Tobacco Day celebrations, was the first-of-its-kind moving flash mob to be organised in Singapore. It saw about 400 youths coming together and tuning in to instructions on 98.7FM to celebrate a smoke-free lifestyle. The Great Audio Experience also made it to the Singapore Book of Records, as Singapore’s first radio-led mass walk.
The creative work in the suite features youth in fresh and cheerful settings, highlighting the benefits of a smoke-free world. Explained Creative Director Troy Lim, “A smoke-free world is one where everyone is more beautiful, fitter and wealthier in a greener environment. We want youths to aspire to take a stand against tobacco and inspire those around them to do so as well to create this wonderful world.”
One of the challenges faced by the creative team was the cynicism that youth have for top-down messages that aim to change smoking behavior. This is why, said Jon Loke, Head of Art, Ogilvy & Mather Singapore, the agency was careful to ensure that the campaign would not talk down to them. “We needed to turn the traditional way anti-smoking campaigns are carried out on their heads to create a message that would appeal to youths. Hence, the campaign encourages, empowers and ultimately celebrates a smoke-free life.”
Credits
Creative Agency: Ogilvy & Mather Advertising
Brand / Client: Health Promotion Board
Campaign Title: National Smoking Control Campaign 2010
CD: Troy Lim, Jon Loke
Copywriter: Adrian Yeap
Art Director: Fajar Kurnia
Planners: Sonal Narain, Huiwen Tow
Producer: Iskandar Abdul Kader
Account servicing: Shirley Tay, Yulin Loh, Jamie Tang, Jude Foo, Kim Tan
 
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