Smokin’ Hot Advertising/Awareness Campaign – 2018 (copywriter/scriptwriter/video editor)
In our final year at The One Academy, we were given the task of coming up with an original anti-smoking campaign that would actually work (no kidding, that was the brief). By now, we’re all familiar with the ads and billboards that scream about how smoking causes cancer etc., and yet it doesn’t seem to have affected the number of smokers all that much. We needed to create a campaign that had a deeper emotional impact, since apparently looking after one’s health wasn’t as big of a deal as looking after one’s image… hang on a minute.
Our idea for this campaign came about when we realised that a lot of young smokers first take up the habit because it’s the “cool” thing to do. Smoking starts out as an image thing long before it becomes an addiction. So, to nip it in the bud, we decided to create a campaign that would target young adult audiences by highlighting the effects smoking could have not just on their health, but on their youth and beauty.