CEDRO (Information and Education Center for the Prevention of Drug Abuse): See you soon by Cafeína for Cedro

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CEDRO (Information and Education Center for the Prevention of Drug Abuse): See you soon

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Industry Public awareness
Media Ambient, Case study
Market Peru
Agency Cafeína
Creative Director Mauricio Meza Bustamante
Copywriter José De La Barra
Producer Jorge Ezcurra
Photographer Juan Pablo Meza Bustamante
Released February 2012

Credits & 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.

Idea: Making smokers “experience” a close encounter with "Death" at the very moment they are preparing to light a cigarette. (At night clubs, coffe shops, karaoke, bars, restaurants)

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.

Advertising Agency: Cafeína, Lima, Peru
Creative Director: Mauricio Meza Bustamante
Senior Copywriter: Bruno Yaker
Copywriter: José De La Barra
Art Directors: Pablo Alfaro, Lucho Santillán, Cristhian Ávila
Agency Account Directors: Ana María Castillo, Kathy Molfino
Photography Studio: JPM Fotografía
Photographer: Juan Pablo Meza
Producer: Jorge Ezcurra