COUGHING LIGHTER by DDB Mudra Group Mumbai for Cancer Patients Aid Association (cpaa)

COUGHING LIGHTER

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Industry Anti-smoking
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Copywriter Prajato Guha Thakurta
Editor Vishal Sane, Mahendra Solanki
Released August 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CANCER PATIENTS AID ASSOCIATION
Product/Service: ANTI-SMOKING CAMPAIGN
Agency: MUDRA DDB GROUP
Date of First Appearance: Aug 12 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra DDB Group)
Executive Creative Director: KB Vinod (Mudra DDB Group)
Creative Director/Art Director/Copywriter: Deepak Singh (Mudra DDB Group)
Editor: Vishal Sane (Mudra DDB Group)
Editor: Mahendra Solanki (Mudra DDB Group)
Copywriter: Prajato Guha Thakurta (Mudra DDB Group)
Media placement: Temporary Installation - Pan Shops Across Cities - 16-08-2009

Results and Effectiveness
Every day, thousands of smokers are exposed to this message, just as they are about to light a cigarette – at a miniscule cost. The innovative communication keeps health concerns top of mind of smokers every time they light up – even if they can’t read or don’t have access to mainstream media.

Creative Execution
Public cigarette lighters (common at Indian paan shops that sell loose cigarettes from open packs) play coughing sounds every time someone tries to use it.

Insights, Strategy & the Idea
Cancer Patients Aid Association wanted to communicate the ill-effects of smoking to smokers who are hard to reach through conventional media. The unique insight that shaped the idea is that smokers associate cigarettes with a pleasurable sensation and not with the slow but irreparable damage to their lungs. Because of the delayed negative consequences, smokers therefore ignore the impact smoking has on them. If the very act of lighting up becomes associated with disease then they are forced to face up to just how destructive smoking is.