Thai Health Promotion Foundation: The Messages From The Lungs

In Thailand, every day 142 people die from smoking. Research also shows that 90% of smokers, at least once, thought of quitting, but most of them never get a chance to because harmful effects only stay inside the body. And when they start to show up, it would be already too late. Thai Health Promotion Foundation wanted to tackle the insight and launch a anti-smoking campaign that change smokers' perception and raise an awareness to give them more understanding about the harm of smoking and provoked them to quit. By bringing the message from inside body to the outside for smokers to see. ‘The Message from the Lungs’ introduced the world’s first ink made from smokers’ donated lungs. By cooperating with Faculty of Medicine, Chulalongkorn University, we are successfully extracted black substance from smokers’ donated lungs and made it into ink. Then bottled and distributed them in public space for people, especially current and potential smokers to see how smoking can harm their lungs and their bodies, and also encouraging them to quit sooner. ‘The Message from the lungs” became huge topics and were spread across the nation. The topic generated more than 70M THB in earned media. The messages were also shared on social network by more than 100,000 of people. And most importantly, a large number of smokers were convince by the messages to quit as our quit-smoking program’s participants increased by 500% compared to last year. Agency: BBDO Proximity Thailand.