Singapore NEA uses a 'bro' to promote smoking ban extension

Launched online and in cinemas this month, the campaign aims to highlight newly designated smoke-free zones in Singapore and warn smokers of the possible fines they could receive. 

Targeted at young people, the campaign features a quirky but concerned character who pops up when a fellow ‘bro’ is about to light up in a newly designated smoke-free zone.

"‘Bro! Bro! Bro! Bro!’" the character says while gesticulating toward a sign explaining a new non-smoking area. The ad ends by encouraging the viewer to "Let all your bros know" about the fines.

The overall campaign philosophy is that everyone shares in the responsibility toward creating cleaner air, which will benefit not just non-smokers but smokers as well.

The campaign includes a microsite, www.tellyourbros.sg, that allows the public to email or SMS a smoker with a friendly automated message listing the various areas covered under the new smoking ban extension. It also allows for ‘bros’ to warn other ‘bros’ about the new law and build a little camaraderie within the community.

The new smoke free zones include the common areas of all residential buildings such as corridors, staircases, void decks, covered walkways, overhead pedestrian bridges, within five metres of bus shelters and hospital outdoor compounds.