National Cancer Society Malaysia Design & Branding ANTI-SMOKING CAMPAIGN by Y&R Kuala Lumpur

ANTI-SMOKING CAMPAIGN

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Industry Anti-smoking
Media Design & Branding
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Director Gigi Lee
Copywriter Donevan Chew
Photographer Allen Dang - Wizard Photography
Released March 2011

Credits & Description

Category: Posters
Advertiser: NATIONAL CANCER SOCIETY MALAYSIA
Product/Service: ANTI-SMOKING
Agency: Y&R MALAYSIA
Date of First Appearance: Mar 31 2011
Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA
Chief Creative Officer: Edward Ong (Y&R Malaysia)
Creative Director: Gigi Lee (Y&R Malaysia)
Copywriter: Donevan Chew (Y&R Malaysia)
Art Directors: Gigi Lee/Nikken Chong (Y&R Malaysia)
Photographer: Wizard Photography
Art Buyer: T L Tan (Y&R Malaysia)
Account Supervisors: Annie Boo/Nikhil Joshi (Y&R Malaysia)
Executive Director/Honorary General Secretary: Dr Saunthari Somasundaram (National Cancer Society Malaysia)
Designers: Azlaili Yunus/Jean Cheah (Y&R Malaysia)
Media placement: Posters - Clinics - March 31, 2011

Describe the brief from the client
The client wanted to talk to expecting mothers about the dangers of smoking, especially during pregnancy. Most women seem to have as laissez faire attitude towards lighting up, as evidenced when a renowned national celebrity was seen smoking continuously throughout her pregnancy.

Describe the challenges and key objectives
We had to overcome a general apathetic attitude. Most women smokers have seen and heard it all. There is message fatigue in the market place. The communication had to shock them into taking action.

Describe how you arrived at the final design
The campaign had to be careful not sound preachy. We couldn't talk down to the markets either, and felt that a headline approach would only appeal to only selected audiences. Not only that, the client needed an image that would communicate the dangers in 3 seconds or less. After several attempts, we decided on a hard-hitting graphic approach.

Give some indication of how successful the outcome was in the market
The campaign was recently launched and is complemented by digital and on-ground activities organised by the client. Results are currently being quantified at this stage.