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:
According 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.
Agency: BBDO Proximity Thailand
Client: Thai Health Promotion Foundation
Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Director: Anuwat Nitipanont
Creative Director: Anuwat Nitipanont
Art Director: Kantapon Meateekul
Copywriter: Thiti Boonkerd
Account Director: Anchalee Kerdchan
Account Manager: Preeyaporn Somboonwanna