SMOKING SIGNS by J. Walter Thompson Riyadh for Saudi Telecom Company/ STC

SMOKING SIGNS

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Industry Anti-smoking
Media Promo & PR, Case study
Market Saudi Arabia
Agency J. Walter Thompson Riyadh
Executive Creative Director Chafic Haddad, Nizar Swailem
Creative Director Ali Baasiri
Released January 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SAUDI TELECOM COMPANY
Product/Service: ANTI SMOKING SIGNS
Agency: JWT
Date of First Appearance: Jan 8 2011
Entrant Company: JWT, Riyadh, SAUDI ARABIA
Chief Creative Officer: Ramsey Naja (JWT MENA)
Executive Creative Director: Chafic Haddad (JWT KSA)
Executive Creative Director: Nizar Swailem (JWT Riyadh)
Creative Director: Ali Baasiri (JWT Riyadh)
Associate Creative Director/Copywriter: Yasser Kotb (JWT Riyadh)
Director In Charge: Fayez Jabri (JWT Riyadh)
Account Manager: Alaa Abu Hammeen (JWT Riyadh)
Planner: Edward Gerges (JWT Riyadh)
Media placement: STC Shops - Poster - 12-Jan-2011

Insights, Strategy & the Idea
Ambient Smoking Signs was a CSR effort. STC wanted to take a step further in encouraging people in the community to quit smoking, especially men aged 20-40. That segment included the highest percentage of company employees, and also the highest growth in the number of smokers nationwide.
Moving around the company's huge main campus in Mursalat, Riyadh, STC's 20,000+ employees drive through different streets, intersections and roundabouts, passing by numerous traffic signs and noticeboards every day. Our idea was to utilise this high-visibility and cost-free form of media.

Creative Execution
To exploit the abundant traffic signs on campus, several 'tag signs' were added below existing signs and boards. The tag signs featured copy which, when read in conjunction with the sign above, formed an anti-smoking statement. For example, "Stop" became "Stop Smoking", "No Entry" became "No Entry with a cigarette", and "Beware of tire spikes" became "Beware of tire spikes and smoking hazards".

Results and Effectiveness
After the launch of this campaign, STC reported a significant drop in the number of smokers on campus. Moreover, PR and Communication departments received many inquiries and
much applause related to their effort.