X-RAY PHOTO LIGHTBOX by Bates Taipei for TAIWAN SMOKER’S HELPLINE

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X-RAY PHOTO LIGHTBOX

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Industry Anti-smoking
Media Promo & PR, Case study
Market China
Agency Bates Taipei
Art Director Richard Yu, Nelson Liu, Ronny Hsu
Copywriter Lion Tsai, Renee Chen
Released April 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: TAIWAN SMOKER’S HELPLINE
Product/Service: TAIWAN SMOKER’S HELPLINE
Agency: BATES TAIWAN
Date of First Appearance: Apr 10 2009 12:00AM
Entrant Company: BATES TAIWAN, Taipei, CHINESE TAIPEI
Executive Creative Director: Richard Yu (Bates Taiwan)
Creative Director: Ronny Hsu (Bates Taiwan)
Creative Director: Lion Tsai (Bates Taiwan)
Art Director: Richard Yu (Bates Taiwan)
Art Director: Ronny Hsu (Bates Taiwan)
Copywriter: Lion Tsai (Bates Taiwan)
Art Director: Nelson Liu (Bates Taiwan)
Copywriter: Renee Chen (Bates Taiwan)
Media placement: Light Box - MRT Chungshan - 10/09/2009

Results and Effectiveness
People are aware that cigarette smoking causes lung cancer. So we tried to understand what harmfulness of smoking people are not aware of. And then we tried to show the serious consequences of smoking. We found out that few people know that smoking may causes osteoporosis; moreover fewer people know that osteoporosis causes cause bone fractures and can be life-threatening. Therefore, we used a smoke float to represent loose bones, and show X-ray photos of the spine, carpal bone, and pelvis. When smokers see this print ad it’s like they are looking at their own X-ray photo, and they will understand that smoking is harmful to health.

Creative Execution
Headline: Smoking can’t necessarily help you relax, but can definitely get you osteoporosis. Body: Smoking causes osteoporosis which is a major cause of fractures of the spine, carpal bone, or pelvis. Some patients with serious fractures may have other complications and pass away in one year, others may become disabled. Therefore please do not ignore the fact that smoking is lethal. The evil of cigarettes is deep to the bone. Taiwan Smokers' Helpline:0800-63-63-63

Insights, Strategy & the Idea
Mission of the ad is to deliver “When smokers need a cigarette to relax, they did not know that smoking is not likely to help them relax but causes osteoporosis.”. Therefore, we used a smoke float to represent loose bones, in the way of X-ray photos of spine, carpal bone, and pelvis. These visuals will be conveyed through the outdoor light boxes with the imitation of exact X-ray photo examinations in the hospital. When smokers see these ads it’s like they are looking at their own X-ray photo, and they will understand that smoking is harmful to health.