The Message from the Lungs by Proximity Bangkok for Thai Health Promotion Foundation (ThaiHealth)

The Message from the Lungs

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Digital, Interactive & Mobile, Case study
Market Thailand
Agency Proximity Bangkok
Art Director Kantapon Metheekul
Copywriter Suthisak Sucharittanonta, Anuwat Nitipanont, Thiti Boonkerd, Anuchai Secharunputong
Production Meour
Released June 2015

Awards

One Show, 2016
Design Non-Profit - Environmental / Immersive Design / Environmental / Immersive Design Merit

Credits & Description

Brand: Thai Health Promotion Foundation
Entrant Company: BBDO Proximity Thailand, Bangkok
Agency: BBDO PROXIMITY THAILAND, Bangkok
Production Company: MeOur, Bangkok
Chief Creative Officer: Suthisak Sucharittanonta BBDO PROXIMITY THAILAND, Bangkok
Executive Creative Director: Suthisak Sucharittanonta BBDO PROXIMITY THAILAND, Bangkok
Executive Creative Director: Anuwat Nitipanont BBDO PROXIMITY THAILAND, Bangkok
Creative Director: Anuwat Nitipanont BBDO PROXIMITY THAILAND, Bangkok
Art Director: Suthisak Sucharittanonta BBDO PROXIMITY THAILAND, Bangkok
Art Director: Anuwat Nitipanont BBDO PROXIMITY THAILAND, Bangkok
Art Director: Kantapon Metheekul BBDO PROXIMITY THAILAND, Bangkok
Copywriter: Suthisak Sucharittanonta BBDO PROXIMITY THAILAND, Bangkok
Copywriter: Anuwat Nitipanont BBDO PROXIMITY THAILAND, Bangkok
Copywriter: Thiti Boonkerd BBDO PROXIMITY THAILAND, Bangkok
Account Director: Anchalee Kerdchan BBDO PROXIMITY THAILAND, Bangkok
Account Manager: Preeyaporn Somboonwanna BBDO PROXIMITY THAILAND, Bangkok
Describe the brief from the client:
The campaign aims to communicate directly to current and potential smokers to let them know how badly smoking can harm their inside bodies by creating the first ink that was created from smokers' donated lungs. Then bottled and distributed it in public spaces for those smokers to see and convince them to sign up for out quit-smoking program.
Creative Execution:
Bringing the message from inside body to the outside for smokers to see. ‘The Message from the Lungs’ introduced the world’s first ink made from smokers’ lungs. By cooperating with Faculty of Medicine, Chulalongkorn University, we are successfully extracted black substance from smokers’ donated lungs and made it into ink. Then bottled and distributed them in public space for people, especially current and potential smokers to see how smoking can harm their lungs and their bodies, and also convince them to quit sooner.
Describe the creative solution to the brief/objective.
The main target audience was every current smokers who might ever have thought of quitting but still can't. And also every potential smokers that might have a chance to start smoking. For them, they've seen many anti-smoking campaigns for all of their life, and still they didn't really quit because the harmful effects of smoking only stay inside their bodies. And when those effects start to show up, it might be already too late. Thai Health Promotion Foundation want to let them know how badly smoking can harm their bodies from the inside and convince them to quit sooner.
Describe the results in as much detail as possible.
‘The Message from the lungs' became huge topics and were spread across the nation. The topic generated more than 70M THB in earned media. The messages were also shared on social network by more than 100,000 of people. And most importantly, a large number of smokers were convince by the messages to quit as our quit-smoking program’s participants increased by 500% compared to last year.