Additional Information


CREATIVE STRATEGY: Thai children demo a radical anti-smoking strategy

To say I'm not a fan of smoking would be something of an understatement. And so I'm always on the lookout to celebrate good anti-smoking campaigns.

Thai Health Promotion Foundation: runs anti-smoking campaign

Thai Health Promotion Foundation: runs anti-smoking campaign

Share this article

Shock tactics are often the answer to this brief. And some of the imagery on fag packets around the world is something to behold. If you have a strong stomach. 

And yet even people who’ve spent their whole lives surrounded by campaigns explaining why not to smoke and how to quit still end up huddled in rain-swept doorways puffing away.

It’s particularly shocking to someone of my generation to see otherwise health-conscious younger folk with their ready supply of Marlboro Lights. 

So what if you could devise a campaign where smokers themselves could be prompted to promote the anti message?

Amazingly, this has been done, as you’ll see in this film:

It’s a simple, but highly effective idea. Children are sent out to ask smokers for a light. Without exception, the adult nicotine-addicts then launch into lectures on the evils of cigarettes.

After listening with rapt attention, the children quietly hand over a slip of paper that essentially thanks the adult for caring, but asks them why they don’t also worry about themselves.

Some people are already claiming this is the best anti-smoking ad ever.

I don’t know about that; but if the claimed 40% increase in response to the Thai Health Promotion Foundation campaign is true, then other countries should also look into this strategy. 

Simon S Kershaw is a creative consultant and a former creative director at Craik Jones

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed


The Wall blogs

The Power of Colour External website

by Ardi Kolah, 17/04/2014


Forget about the BRICS External website

by Dan Foreman, 17/04/2014


Back to top ^