Titled 'iwanttoquitsmoking' and developed by Ogilvy RedCard, the initiative focuses on health, social, personal and financial reasons to quit, and targets the 'young and young at heart'.
Accordingly, a range of executions have been developed, around a website -- iwanttoquitsmoking.com.sg -- that illustrates the good things that can happen when you quit. Messages include 'Better sex', 'Nice lungs,' 'More energy' and 'Brighter smile', placed in social publications such as IS Magazine, along with table tops, pubs and clubs.
Accordingly, a range of executions have been developed, around a website -- iwanttoquitsmoking.com.sg -- that illustrates the good things that can happen when you quit. Messages include 'Better sex', 'Nice lungs,' 'More energy' and 'Brighter smile', placed in social publications such as IS Magazine, along with table tops, pubs and clubs.
According to RedCard project director Peter Cheung, the core concept derived from the insight that smokers are well aware of the dangers. In addition to the print ads and posters, a punchbag in the form of a cigarette butt has been placed in Planet Fitness for one month, and t-shirts have also been produced bearing the key messages.
'Quit crews' are also visiting popular public smoking areas to distribute 'quit packs' that contain Ricola sweets, stickers and magnets highlighting the messaging. Meanwhile, roadshows will also commence throughout Singapore, in association with various hospitals and clinics to support the campaign, which includes a charity hike.