According to the health departmental research, TV commercials that elicit strong negative emotions are more effective in changing smoking behavior. The nationwide campaign aims to knock on the conscience of smokers, particularly those with families. This campaign is expected to lead into to a bigger project to make Metro Manila 100 per cent smoke-free.
Peter Baldini, chief executive officer of the World Lung Foundation, said that "an alarming number of people in Metro Manila are exposed to secondhand smoke every day and the only way to make sure they are protected is to make all public places smoke free, with no exceptions”.
The initiative is an adaptation of a similar project conducted in Hong Kong last year by the Hong Kong Council on Smoking and Health.
Credits:
Project Say No To Second-hand Smoke
Clients World Lung Foundation and Metro Manila Center for Health Development
Advertising consultant Bobby del Rosario
Media agency Carat Philippines
Media planner Paolo Cavestany
Production company Exclaim Productions
Director of photography August Lyle espino
Editor/re-toucher Ryan Payaman
Exposure Television
