I QUIT by Ogilvy & Mather Singapore for Health Promotion Board


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Industry Anti-smoking
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Art Director Faja Kurnia, Dali Meskam, Kenneth Foo
Copywriter Jeremy Chia, Alexander Lim
Producer Amarjeet Kaur
Released June 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Product/Service: ANTI- SMOKING
Chief Creative Officer: Steve Back (Ogilvy&Mather Singapore)
Creative Director/Copywriter: Troy Lim (Ogilvy&Mather Singapore)
Creative Director/Art Director: Jon Loke (Ogilvy&Mather Singapore)
Art Director: Kenneth Foo (Ogilvy&Mather Singapore)
Art Director: Faja Kurnia (Ogilvy&Mather Singapore)
Art Director: Dali Meskam (Ogilvy&Mather Singapore)
Copywriter: Alexander Lim (Ogilvy&Mather Singapore)
Copywriter: Jeremy Chia (Ogilvy&Mather Singapore)
Director/Photographer: Peter Bannan (Applebox Asia)
Producer: Amarjeet Kaur (Ogilvy&Mather Singapore)
Head Of Account Management: Shirley Tay (Ogilvy&Mather Singapore)
Account Manager: Jamie Tang (Ogilvy&Mather Singapore)
Senior Account Executive: Ng Huimin (Ogilvy&Mather Singapore)
Interactive Art Director: Yap San San (Ogilvy&Mather Singapore)
Production Company: Applebox Asia (Applebox Asia)
Production Company: The Gunnery (The Gunnery)
Editing Company: - (Black Magic Design)
Sound Design/Arrangement: Ben Rosen
Post Production: Evan Roberts
Media placement: Newspaper - TVC - 01 June 2011
Media placement: Newspaper - Out Of Home - 01 June 2011
Media placement: Newspaper - Facebook - 01 June 2011

Describe the objective of the promotion.
Smoking was on the rise in Singapore. Tough measures like fear campaigns, taxation and legislation were proving ineffective in a strict state. Smokers smoked despite knowing of its ill effects. We needed a new kind of idea.

Smokers wanted to quit and didnt know how to, quitting was tough, and they felt marginalised by communications that told them to quit for health... it assumed they didnt already know, and spoke down at them, making them feel like an unhealthy taint on an otherwise clean slate.

The objective- We would help smokers quit successfully.

Describe how the promotion developed from concept to implementation.
Creative Solution- Instead of an anti-smoking campaign that would marginalize them further, we created a pro-quitting campaign to help contemplators quit. I Quit was a social movement to salute quitters and their heroic accomplishment, a movement that got the larger public supporting them and talking about it.

Explain why the method of promotion was most relevant to the product or service.
We had to make it a bottom up community movement, instead of a top down campaign, we chose real life ex-smokers as its heroes, and involved the community through a social media based nationwide movement of support for quitters, which guided them to the right methods and resources. It was the first time that any anti smoking communications had addressed the difficulties of quitting.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Every second smoker moved one step closer to quitting; our quitting success rate was 3 times the international average; and we achieved an ROI of 15.7.