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See you soon

Agency Network: 
Published/Aired: 
February 2012
CEDRO:  See you soon
CEDRO Ambient Ad -  See you soon

Description

Brief: In Perú, smoking kills 25 people every day. CEDRO ( Information and Education Center for the Prevention of Drug Abuse) decides to launch an “Aid program for smokers” in its website.

Results:
- During four weekends, this action manage to increase by more than 40% the traffic on their website.
- 1 of every 3 smokers decided to put out his cigarette, expressing their desire to quit it.

Ambient advertisement created by Cafeína, Peru for CEDRO, within the category: Public Interest, NGO.


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Akshaya Singh's picture

Interesting campaign but I doubt the part about 1 in 3 opted out of smoking the cigarette.... if he had come to light my cigarette I would''ve offered one to him as well : /
I know smoking is an addiction and kills you but I don't think this approach would make me reconsider my decision... so all in all a fun campaign that could've increased traffic to the website but nothing more than that ..

Akshaya Singh
Activity Score 162
Copywriter |

Amateur for life!

morse's picture

Smokers always doubt the effectiveness of anti-smoking campaigns. You know best.

morse
Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Akshaya Singh's picture

Well smokers are the target audience for this work... and I don't think that a guy dressed as death coming to light my cigarette is gonna make me think about quitting any more than the statutory warning placed on the packs... and that is 'Not at all'.... but maybe that's just me ...

Akshaya Singh
Activity Score 162
Copywriter |

Amateur for life!

thirty6chambers's picture

Actually, we do. We are the target audience. How the hell would you know what smoking addiction feels like and what would work to ease the addiction if you aren't addicted?

thirty6chambers
Activity Score 1464
Art Director
morse's picture

Awesome idea. Very scary.

morse
Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Prasad Weerasekara's picture

Like it.. well done.

Prasad Weerasekara
Activity Score 657
k.app.ad's picture

Great!! quit smoking.

k.app.ad
Activity Score 108
Art Director at Ogilvy & Mather pvt. Mumbai |

http://www.facebook.com/profile.php?id=1201459255&v=info

Blue Apple's picture

NO NO BIG NO.....

Blue Apple
Activity Score 120
Art Director
Mammoths-Not-Dead's picture

interesting execution, but old-as-the-world approach: "You smoke - you will die". Smokers know it without you. I think that first of all we must destroy the charm of smoking guy - that stupid and shitty stereotype "you smoke - it means you're bad guy/girl and the really cool one", "you don't smoke means you're jerk". we must create a new stereotype: "you smoke - it means you're wimp", it means - a little shitty cigarette is stronger than you. something like that. yes, it's not easy, but it's gonna be much more effective. we can continue to intimidate smokers and potential smokers, but it just strengthens the charm of smokers: he smoke - he isn't afraid of death - it means he's really cool ...

Mammoths-Not-Dead
Activity Score 414
createwitty's picture

agree wid u...good point brought forward...smokers know they r gonna die...this campaign may or maynot be effective.. but a continous campaign removing the charm of smokers may work..

createwitty
Activity Score 204
andylefty's picture

Gave a chuckle, however doesn't grab me on such a serious issue.

A bigger however; results speak for themselves.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
CABAZORRO's picture

Good..!

CABAZORRO
Activity Score 366
graphic
Ron Burgundy's picture

i think it's cool, but Akshaya is right, if anything fMRI research states even the box warnings educed cravings in smokers....it's an attention grabber though

Ron Burgundy
Activity Score 1630
Art Director at Southern California
CABAZORRO's picture

Video link?

CABAZORRO
Activity Score 366
graphic
dumb-dumber's picture

good idea.

dumb-dumber
Activity Score 33
CrackerJackFlash's picture

nice.

CrackerJackFlash
Activity Score 19599
Creative Director |

www.crackerjackflash.com

-Annie-'s picture

Great!!!

-Annie-
Activity Score 3
kleenex's picture

cool.

kleenex
Activity Score 58793
Web Designer/Developer
ZeSheep's picture

I loved the touch of the lighter!!!

ZeSheep
Activity Score 174
Copywriter at Mumbai
createwitty's picture

nice campaign...idea is old though...liked the copy on the lighter 'give it back to me later'..that may hav some effect...

createwitty
Activity Score 204
jazzringz's picture

I liked it..

jazzringz
Activity Score 104
Art Director at TBWA
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