LOOK Jarring anti-smoking ad creates ink from smokers’ lungs

The Thai Health Promotion Foundation has partnered BBDO Proximity Thailand for a jarring marketing stunt to discourage smokers from the habit.Working with the medical faculty at Chulalongkorn University, the project has had a black ink made by extracting substances from dead smokers’ lungs.These were bottled and distributed at public events.Watch the video here:https://vimeo.com/126220314According to the agency, in Thailand, 142 people die from smoking every day. Research also shows that 90% of smokers, at least once, thought of quitting, but most of them never commit because they can’t see many of the harmful effects of smoking on the body.“The Message from the Lungs” became a huge talking point across Thailand. The topic generated more than 70M THB in earned media. The messages were also shared on social networks by more than 100,000 people. Also, a large number of smokers were convinced by the messages to quit with the Thai Health Promotion Foundation’s quit-smoking programme participants, an increase of  500% compared with last year.CREDITSAgency: BBDO Proximity ThailandClient: Thai Health Promotion FoundationChief Creative Officer: Suthisak SucharittanontaExecutive Creative Director: Anuwat NitipanontCreative Director: Anuwat NitipanontArt Director: Kantapon MeateekulCopywriter: Thiti BoonkerdAccount Director: Anchalee KerdchanAccount Manager: Preeyaporn Somboonwanna