Cannes Lions

CANCER PATIENTS AID ASSOCIATION

PUBLICIS COMMUNICATIONS, Mumbai / CANCER ASSOCIATION / 2009

Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

We used these stains to our advantage and created graffiti around them that looked as if the Gutka user was puking blood (a symptom of cancer). The stark visuals were easily understood by the semi-literate users.Being a public service organization, the budget given to us was “Spend as little as you can.”And we did just that. Half the paraphernalia (the stains) was already available for free. We distributed stencils and spray cans to art students (in all major cities) and asked them to go around spreading the message.What worked to our advantage was the fact that these walls where the message was sprayed were spots where users anyway come to spit their leftover tobacco. Apart from the graffiti, leaflets were distributed telling users about the harmful effects of gutka.When the movement gained popularity, the regionalized message was carried across in villages.

Outcome

The visually scary images of people puking blood worked effectively in warning users that the same might happen to them if they don't stop chewing gutka. Many uneducated Indians weren't even aware of the harmful effects as they thought chewing Gutka was like chewing candy. By spending merely Rs. 1,50,000 ($3,000), the campaign got visibility in over 18 towns across the country.Within just 2 months, over 15,00,000 users came to know about Gutka-the silent killer.

Similar Campaigns

12 items

The Wi-Fight. Life after WiFi 6

SINGTEL, Singapore

The Wi-Fight. Life after WiFi 6

2023, SINGTEL

(opens in a new tab)