Public Health Bureau: SPIT by Ogilvy & Mather Shanghai for Public Health Bureau

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Public Health Bureau: SPIT

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Industry Public awareness
Media Design & Branding
Market China
Agency Ogilvy & Mather Shanghai
Art Director Robin Wu, Siwen Bao, Deng Hua, Xiao Kun
Copywriter Kit Ong
Designer Kevin Lee, Zhang Lei, Deng Hua, Kelvin Leong, Nial
Producer Chye Yee Chow, Aywei Wong, Hon Foong
Photographer Adams Fan, Bai He
Released June 2011

Awards

Cannes Lions 2011
Design Lions Illustration Gold

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Illustration
Advertiser/Client: PUBLIC HEALTH BUREAU OF FENGXIAN, SHANGHAI
Product/Service: PUBLIC AWARENESS OF SPITTING
Entrant Company: OGILVY SHANGHAI, CHINA
Design/Advertising Agency: OGILVY SHANGHAI, CHINA

Executive Creative Director: Kevin Lee (Ogilvy Shanghai)
Creative Director: Kevin Lee/Kit Ong/Kelvin Leong (Ogilvy Shanghai)
Copywriter: Kit Ong/Adams Fan (Ogilvy Shanghai)
Art Director: Xiao Kun/Siwen Bao/Deng Hua/Zhang Lei/Robin Wu/Kelvin Leong/Kevin Lee (Ogilvy Shanghai)
Photographer: Adams Fan/Bai He ()
Producer: Aywei Wong/Hon Foong/Chye Yee (Ogilvy Shanghai)
Designer: Nial/Deng Hua/Zhang Lei/Kelvin Leong/Kevin Lee (Ogilvy Shanghai)

Brief Explanation:
Most migrant workers have been educated the sputum in spits contains germs that spread diseases. But many do not know the germs are not contained within the spot of the spit. The wind helps to carry the germs that are in the spray of the spit to further distances. According to the Public Health Bureau Of Shanghai, germs can spread to as far as 70 meters depending on the wind conditions. So how do we make them see this fact?
Describe the brief from the client:
Spitting is a national habit in China. The Public Health Bureau Of Shanghai wanted an
anti-spitting public awareness campaign targeting migrant workers in Shanghai.
Description of how you arrived at the final design:
The solution is simple: make the germs visible. Make the message obvious to the migrant
workers. We created charcoal artworks that show how far the germs could spread from its source. A total of 51 artists consisting of graffiti artists, graphic designers, and fine arts students were involved in this gigantic piece of social art. And in the middle of the artwork we have an arrow that points to a spot of spit. On the arrow we fit in the message. We chose places that are near the migrant workers' living quarters to showcase the artwork.
Indication of how successful the outcome was in the market:
Public awareness was heightened further by various media coverage. The extra publicity
helped to spread the word about this unknown fact about spitting to more people.