Cannes Lions

ANTI SMOKING SIGNS

JWT, Riyadh / SAUDI TELECOM COMPANY / 2011

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Presentation Image

Overview

Entries

Credits

Overview

Execution

To exploit the abundant traffic signs on campus, several 'tag signs' were added below existing signs and boards. The tag signs featured copy which, when read in conjunction with the sign above, formed an anti-smoking statement. For example, "Stop" became "Stop Smoking", "No Entry" became "No Entry with a cigarette", and "Beware of tire spikes" became "Beware of tire spikes and smoking hazards".

Outcome

After the launch of this campaign, STC reported a significant drop in the number of smokers on campus. Moreover, PR and Communication departments received many inquiries andmuch applause related to their effort.

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