Stichting Volksgezondheid En Roken (stivoro) Promo, Case study BLACKMAIL YOURSELF by Publicis Amsterdam


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Industry Anti-smoking
Media Promo & PR, Case study
Market Netherlands
Agency Publicis Amsterdam
Art Director Hans Bolleurs, Billy Witbraad
Copywriter Vanessa Burgmans
Released December 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Dec 14 2010
Entrant Company: PUBLICIS, Amsterdam, THE NETHERLANDS
Entry URL:
Creative Director/Copywriter: Marcel Hartog (Publicis)
Creative Director/Art Director: Jeroen van Zwam (Publicis)
Art Director: Billy Witbraad (Publicis)
Copywriter: Vanessa Burgmans (Publicis)
Art Director: Hans Bolleurs (Publicis)
Interaction Designer: Joost Olsthoorn (Publicis)
Technical designer: Jeroen Hessing (Publicis)
Digital Director: Mathijs Boonstra (Publicis)
Account Manager: Martine de Kock (Publicis)
Media placement: Internet - Facebook - 18-12-2010

Insights, Strategy & the Idea
Smoking is tough to quit. Especially for young smokers who tend to live like there’s no tomorrow and rebel against authority. We decided to give these smokers some social motivation to kick their habit.
Studies show that sharing your decision to quit increases your chance of succeeding and works contagiously amongst friends. Facebook is an ideal place to harness the power of social pressure.
Blackmail Yourself is a Facebook app that uses your most embarrassing picture to help you quit.

Creative Execution
How Blackmail Yourself works…
1) You set the date you want to quit.
2) You upload your most embarrassing photo into the digital safe of the app.
3) You then select a controller from your Facebook friends, giving him/her the code to post your photo if you’re ever spotted with a cigarette again. Something you might want to avoid.
Blackmail Yourself. Your social pressure tool to quit smoking.

Results and Effectiveness
Once the app was launched, renowned blogs like Cowgirls, Bright, Techcrunch and national radio and TV picked it up, heralding the Dutch anti-smoking council for it’s ‘great idea’ and ‘exciting campaign’. Dutch tweets spread into French, German, Portuguese and even Chinese tweets, sharing what they called a brilliant way to quit.
The anti-smoking council is now one step closer to a smoke-free future.