Cancer Patients Aid Association (CPAA) Promo, Case study SMOKERS BALLOON by DDB Mudra Group Mumbai

SMOKERS BALLOON

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Industry Charities, Foundations, Volunteers, Against Cancer
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Creative Director Vinayak Gaikwad
Art Director Pushkar Shintre
Copywriter Ragini Singh
Released August 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: CANCER PATIENTS AID ASSOCIATION
Product/Service: CANCER PATIENTS AID ASSOCIATION
Agency: DDB MUDRA GROUP
Chairman And Chief Creative Officer: Sonal Dabral (DDB)
Creative Director: Vinayak Gaikwad (DDB)
Art Director: Pushkar Shintre (DDB)
Copywriter: Ragini Singh (DDB)
Media placement: Ambient Promotions - Outside Offices - 2nd August 2011
Media placement: Ambient Promotions - Outside Coffee Shops - 2nd August 2011
Media placement: Ambient Promotions - Outside Restaurants - 2nd August 2011

Insights, Strategy & the Idea
Smokers have become immune to the many anti-smoking ads seen plastered all over the city.

Our challenge was to get under the radar of these smokers and find a fresh approach to get them to see just how harmful smoking can be.

Creative Execution
An activity was designed where a kid holding a balloon approached these smokers and asked their help to blow it.

The balloon when blown changed colour from pink to black with a message on it that read - If the air you blew in can do this to a balloon, imagine what it is doing to your lungs.

Results and Effectiveness
Results:
This idea helped grab people’s attention and illustrated the harmful effects that smoking can have on your lungs.

CPA also found a 27% increase in calls to the helpline number and 22,000 page views at cpaaindia.org while this activity ran.