Cannes Lions

ALLIANCE AGAINST TOBACCO

NEOGAMA/BBH, Sao Paulo / ACT NGO / 2008

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Overview

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Overview

Description

To develop a campaign for ACT Brazil, an NGO whose objective is to warn people against the harms of tobacco, and those caused by second-hand smoking which most often takes place in closed spaces such as: bars, restaurants, and nightclubs. ACT is fighting for a smoking ban in these enclosed establishments because involuntary smoke inhalation is the third greatest cause of preventable death in the world.

Execution

In order to show how second-hand smokers are exposed to cigarette smoke, the campaign reproduces enclosed spaces within matchboxes. The concept “any closed space is too small for cigarettes” reinforces the idea.

Outcome

In 5 days of campaign in São Paulo, more than 15 thousand matchboxes were handed out in bars, restaurants and nightclubs. A total of 100 commercial establishments in 8 different boroughs of São Paulo. The public’s response was great, including smokers. People were approached exactly at the moment they were being exposed to cigarette smoke, making the campaign more effective and causing the desired impact.

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