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Agency: 
Published/Aired: 
February 2012
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.


Comments (21)

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Highest Rated

thirty6chambers's picture
thirty6chambers
Activity Score 1464

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?

Akshaya Singh's picture
Akshaya Singh
Activity Score 162

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 ..

Amateur for life!

morse's picture
morse
Activity Score 17508

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

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Akshaya Singh's picture
Akshaya Singh
Activity Score 162

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 ...

Amateur for life!

thirty6chambers's picture
thirty6chambers
Activity Score 1464

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?

morse's picture
morse
Activity Score 17508

Awesome idea. Very scary.

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Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

Like it.. well done.

k.app.ad's picture
k.app.ad
Activity Score 108

Great!! quit smoking.

Blue Apple's picture
Blue Apple
Activity Score 120

NO NO BIG NO.....

Mammoths-Not-Dead's picture
Mammoths-Not-Dead
Activity Score 401

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 ...

createwitty's picture
createwitty
Activity Score 204

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..

andylefty's picture
andylefty
Activity Score 4535

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

A bigger however; results speak for themselves.

CABAZORRO's picture
CABAZORRO
Activity Score 366

Good..!

Ron Burgundy's picture
Ron Burgundy
Activity Score 1632

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

CABAZORRO's picture
CABAZORRO
Activity Score 366

Video link?

dumb-dumber's picture
dumb-dumber
Activity Score 33

good idea.

CrackerJackWorks's picture
CrackerJackWorks
Activity Score 19225

nice.

-Annie-'s picture
-Annie-
Activity Score 3

Great!!!

kleenex's picture
kleenex
Activity Score 44681

cool.

ZeSheep's picture
ZeSheep
Activity Score 174

I loved the touch of the lighter!!!

createwitty's picture
createwitty
Activity Score 204

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

jazzringz's picture
jazzringz
Activity Score 104

I liked it..

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