Adesf Promo, Case study ONE THING LEADS TO ANOTHER by Neogama

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Industry Anti-smoking
Media Promo & PR, Case study
Market Brazil
Agency Neogama
Creative Director Marcio Ribas, Wilson Mateos, Wilson Mateo
Art Director Denis Kastner
Copywriter Carlos Schelder
Producer Daniel Terlizzi, Kiyoshi Takahasi
Account Supervisor Diego Passos
Released April 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: ANTI-SMOKING
Date of First Appearance: Apr 30 2011
Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL
Creative director Executive: Alexandre Gama (Neogama/BBH)
Creative Director: Márcio Ribas/Wilson Mateos (Neogama/BBH)
Copywriter: Carlos Schelder (Neogama/BBH)
Art Director: Denis Kastner (Neogama/BBH)
Media director Executive: Luciana Schwartz (Neogama/BBH)
Media Director: Andreia Abud (Neogama/BBH)
Media Manager: Juliana Clorado (Neogama/BBH)
Account Manager: Luiz Tosi (Neogama/BBH)
Account Supervisor: Diego Passos (Neogama/BBH)
Account Assistant: Andreia Tecchio (Neogama/BBH)
Art Buyer: Maria Bayeux (Neogama/BBH)
Art Buyer: Janaina Lacerda (Neogama/BBH)
Producer: Daniel Terlizzi (Neogama/BBH)
Producer: Kiyoshi Takahasi (Neogama/BBH)
President: Mario Albanese (ADESF)
Media placement: Posters - Bars In São Paulo - 29 April 2011

Insights, Strategy & the Idea

Adesf (Association for Smoker Awareness) fights smoking by warning people about its harmful effects. Our greatest challenge was to create a campaign to achieve big goals with a small budget ($10,000). We needed to engage people through an unusual, innovative approach. Our strategy was to face the challenge head on by placing a series of posters right at places that are usually frequented by smokers. But these posters couldn’t be conventional or ordinary; they needed to be innovative, otherwise the impact wouldn’t be as strong as necessary.

Creative Execution
We created a visually striking piece that was also within our budget to show the harmful effects of smoking both to smokers and to those who are exposed to second-hand tobacco smoke. The posters contained a special layer that would make them “pop out” of the wall, generating a lot of interest and engagement. Each one of the posters addressed a different aspect of the problem and all of them were executed in an innovative, unusual way. They were all placed in strategic locations frequented by smokers. By visiting the Adesf website, people could learn about important scientific data related to each one of the themes addressed by the ads. Our goal was to warn users about the dangers of smoking and to generate awareness about the issue.

Results and Effectiveness
The campaign focused on generating awareness about the dangers of smoking and its results were amazing. The number of visitors to the Adesf website increased by 47%. The association received hundreds of emails containing questions, suggestions, and requests for lectures at schools and companies. Other entities and institutions supported the campaign too: they requested copies of the posters and ran them internally. The campaign had a great impact on local media and helped stimulate the debate about smoking and its consequences.