Staff Reporters
Jun 27, 2012

CASE STUDY: How THPF shocked smokers into quitting

The Thai Health Promotion Foundation (THPF) launched anti-smoking campaign 'Smoking kid' to shock smokers into quitting through one-on-one interaction.

Despite numerous above-the-line campaigns to encourage people to quit smoking, the THPF was not satisfied with its results. 

Targeting all smokers in Thailand and their influencers, the new anti-smoking campaign set out to shock smokers into realising the hazards of their habit, and subsequently reduce the number of smokers in the country.

In the Thai-cultural context, adults naturally take action to educate children whenever they misbehave.

Based on this insight, the campaign placed child actors aged seven to 10 at smoking areas outside busy buildings in central Bangkok and other suburbs. Holding a cigarette, the children were tasked to approach smokers and ask them for a light, 

When the adults typically refused and warned the children not to smoke, they handed them a brochure with the following message:

'You worry about me, but why not about yourself? Reminding yourself is the most effective warning to help you quit. Call 1600 hotline to quit smoking.'

All interactions were filmed and the resulting video was broadcast via YouTube from where it spread across social media platforms, especially Facebook. 

The THPF is now looking to develop a TV commercial to increase the campaign's reach.

Almost every adult who received a brochure instantly stopped to think and threw their cigarette away. No one threw away the brochure.

The campaign also saw an increase of 40 per cent in phone enquiries by smokers looking to quit.


Brand Thai Health Promotion Foundation
Agency Ogilvy & Mather Advertising
Executive creative director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn
Creative director Taewit Jariyanukulpan, Prasert Vijitpawan
Copywriter Denchai Kheereerak, Kris Garford Spindler
Art director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Asawin Tejasakulsin
Producer Uravasee Chuturonggukul
Account supervisor Phawit Chitrakorn
Account manager Patsa Attanon

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