Cancer Society Of Finland Promo, Case study SKUNK GIRL by Hasan & Partners Helsinki


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Industry Anti-smoking
Media Promo & PR, Case study
Market Finland
Agency Hasan & Partners Helsinki
Creative Director Eka Ruola
Art Director Marcus Nieminen, Anne Kukkohovi
Copywriter Timo Iivari
Designer Tiia Vanhatapio
Released April 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: HASAN & PARTNERS, Helsinki, FINLAND
Creative Director: Eka Ruola (hasan&partners)
Copywriter: Timo Iivari (hasan&partners)
Art Director: Anne Kukkohovi (hasan&partners)
Art Director: Marcus Nieminen (hasan&partners)
Graphic Designer: Jarkko Talonpoika (hasan&partners)
Graphic Designer: Mikko Juhola (hasan&partners)
Project Manager: Anne Kotaluoto (hasan&partners)
Project Manager: Antti Zetterberg (hasan&partners)
AV Designer: Niko Toukola (hasan&partners)
Designer: Tiia Vanhatapio
Film Director: Teemu Nikki (It's Alive Productions)
Media placement: Commecial Break Annoucements On TV. - Television - 01.04.2009
Media placement: Fan Posters In Youth Magazines. - Suosikki Magazine - 01.04.2009
Media placement: POS At Stores. - Vero Moda - 01.04.2009
Media placement: PR In Mainstream Media And Bloggers. - Magazines, Blogs - 01.04.2009
Media placement: Branded Content In A Television Show. - Finland's Next Top Model - 01.04.2009

Results and Effectiveness
Fashion bloggers and the major media accepted the Skunk Girl brand. Amongst the hundreds of articles, blogs and comments nobody questioned the authenticity of our anti-smoking fashion statement. By the two-phase launch of clothes and cosmetics we were present in the lives of our target audience for the whole year 2009, without spending any money in advertising. According to a survey, young women now see smoking as less fashionable than in previous years. The campaign assured new funding for the client from the Ministry of Health.

Creative Execution
The Skunk Girl line of designer clothes and cosmetics were sold in fashion stores and major department stores all around Finland. The costs of these clothes and cosmetics were paid by the producing companies themselves, since it created actual new business for them. Skunk Girl’s credibility as brand was created with branded content instead of advertising.

Insights, Strategy & the Idea
Task: Make smoking less fashionable among young women. Challenge: The global tobacco industry uses the fashion world as a marketing tool. The solution: The Cancer Society of Finland created a genuine fashion brand for spreading an anti-smoking message. A line of designer clothes and cosmetics was sold in major department and fashion stores.