Ink Made From Smokers' Lungs Increased Smoke Quitting by 500%

One of the most successful anti-smoking campaign

What:
Thai Health Promotion Foundation wanted to tackle the insight and launch a anti-smoking campaign that change smokers' perception and raise an awareness to give them more understanding about the harm of smoking and provoked them to quit.

Ink Made From Smokers' Lungs Increased Interest in Quitting by 500%.

How:
By cooperating with Faculty of Medicine, Chulalongkorn University, BBDO Bangkok successfully extracted black substance from smokers' donated lungs and made it into ink.

Every day 142 people die from smoking. Research also shows that 90% of smokers, at least once wish to quit.

Not just sharing, but sense of contributing to Society:
The messages were also shared on social network by more than 100,000 of people.
'The Message from the lungs' became huge topics and were spread across the nation. The topic generated more than 70M THB in earned media. '

Bottled and distributed them in public space for people, especially current and potential smokers to see how smoking can harm their lungs and their bodies, and also encouraging them to quit sooner.

Results:
Smokers were convince by the messages to quit as our quit-smoking program's participants increased by 500% compared to last year.

• CREDITS Agency: BBDO Proximity Thailand 
• Client: Thai Health Promotion Foundation 
• Chief Creative Officer: Suthisak Sucharittanonta 
• Executive Creative Director: Anuwat Nitipanont 
• Creative Director: Anuwat Nitipanont 
• Art Director: Kantapon Meateekul 
• Copywriter: Thiti Boonkerd Account Director: Anchalee Kerdchan 
• Account Manager: Preeyaporn Somboonwanna