Staff Reporters
Apr 29, 2013

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

SINGAPORE - A concerned 'bro' pops up out of nowhere to warn his 'bros' about an expansion of non-smoking areas in a campaign launched by Singapore’s National Environment Agency through BBH Asia Pacific.

wide player in 16:9 format. Used on article page for Campaign.

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.

Source:
Campaign Asia

Related Articles

Just Published

3 hours ago

Mars to switch $1.7 billion media account out of WPP

Review concludes after an eight-month competitive process.

20 hours ago

Yannick Bolloré: ‘AI is a powerful creative partner’

Ahead of Cannes Lions, the chief executives of the 'big six' holding companies and senior leaders give their views on a range of topics relating to creativity and business. Today, it’s the turn of Havas' chief executive and chairman, Yannick Bolloré.

23 hours ago

Hilton readies ‘connected story’ in latest Asia ...

Amid Hilton's ambitious growth plans and a fresh campaign with Bollywood star Deepika Padukone, Campaign sits down with Hilton’s VP of marketing and loyalty to chat about the challenges of marketing a myriad of hotel brands to Asia's diverse audiences.