A12. Charities, Public Health & Safety & Public Awareness Messages

"Smoking Kid" Inside Out Reflection
Ogilvy & Mather Advertising Thailand
Thai Health Promotion Foundation
1600 Quitline
Smoking has been a public scourge for generations in Thailand.
For the past 20 years, the Thai Health Promotion Foundation has operated and aggressively promoted free hotline "1600 Quitline" to help smokers kick the habit.
Despite the high investment, the number of calls remained considerably low. Smokers either ignored the campaigns or didn't give the key message much thought. The campaigns failed to create attention that led to long-term behavioral change.
Instead of using scare tactics or emotional cues to convince smokers to call 1600 Quitline, the Smoking Kid campaign employed a new approach called "Inside-Out Reflection."
The smokers found themselves in a situation in which their own voice served as the warning message, thus creating a "self-awakening" moment. Online media was used as a direct channel to communicate with smokers on a personal level.
With a budget of just $5,000 and no media spending, Smoking Kid had an enormous impact that touched smokers and non-smokers alike.
The campaign not only became the most effective ever for the THPF, but also generated massive buzz around the world. Smokers far beyond Thailand's borders experienced their own "inside-out reflection" moment, sparking a global conversation and providing inspiration to many looking to give up smoking once and for all.

Strategic Planners: Vanich Jirasuwankij, Sutatip Chadavadh, Nuntaporn Laoruangroj, Kusuma Kusoltawee
Chief Creative Officer: Nopadol Srikieatikajohn
Executive Creative Director: Wisit Lumsiricharoenchoke
Creative Directors: Taewit Jariyanukulpan, Prasert Vijitpawan
Copywriters: Denchai Kheereerak, Kris Garford Spindler
Art Directors: Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Asawin Tejasakulsin
Agency Producer: Uravasee Chuturonggukul
Agency Account Directors : Phawit Chitrakorn, Patsa Attanon 
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