CLIENT
Thai Health Promotion Foundation
Supatnuj Sorndamrih - Director of Social Marketing Support Unit
AGENCY
Ogilvy & Mather Advertising Thailand *Lead Agency
Sutatip Chadavadh - Group Strategic Planning Manager
Taewit Jariyanukulpan - Creative Director
Denchai Kheereerak - Copywriter
Kusuma Kusoltawee - Strategic Planner
Wisit Lumsiricharoenchoke - Executive Creative Director
Kris Garford Spindler - Copywriter
Nopadol Srikieatikajohn Chief Creative Officer
Asawin Tejasakulsin - Art Director
Prasert Vijitpawan - Creative Director
SUMMARY
Thai Health Promotion Foundation (THPF) has operated and aggressively promoted free hotline, 1600 Quitline to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low. The campaigns failed to create long-term behavioral change. Smoking Kid employed a new approach for anti-smoking campaign which communicated with smokers on a personal level. With no media spending, Smoking Kid had an enormous impact with massive earn media beyond Thailand. The campaign was sparking conversation and inspiration about quit smoking around the world.
