Design > Graphic Design & Design Crafts

SPIT

OGILVY SHANGHAI, Shanghai / PUBLIC HEALTH BUREAU OF FENGXIAN, SHANGHAI / 2011

Awards:

Gold Cannes Lions
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Presentation Image

Overview

Credits

Overview

BriefExplanation

Spitting is a national habit in China. The Public Health Bureau Of Shanghai wanted ananti-spitting public awareness campaign targeting migrant workers in Shanghai.

ClientBriefOrObjective

Most migrant workers have been educated the sputum in spits contains germs that spread diseases. But many do not know the germs are not contained within the spot of the spit. The wind helps to carry the germs that are in the spray of the spit to further distances. According to the Public Health Bureau Of Shanghai, germs can spread to as far as 70 meters depending on the wind conditions. So how do we make them see this fact?

Effectiveness

Public awareness was heightened further by various media coverage. The extra publicityhelped to spread the word about this unknown fact about spitting to more people.

Execution

The solution is simple: make the germs visible. Make the message obvious to the migrantworkers. We created charcoal artworks that show how far the germs could spread from its source. A total of 51 artists consisting of graffiti artists, graphic designers, and fine arts students were involved in this gigantic piece of social art. And in the middle of the artwork we have an arrow that points to a spot of spit. On the arrow we fit in the message. We chose places that are near the migrant workers' living quarters to showcase the artwork.

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