Health Promotion Board
"IQUIT"
This campaign is a personal favourite of ours for one reason- it's our longest running ever. 'I Quit' was an anti-smoking campaign we conceived when we were at Ogilvy pitching for the Health Promotion Board account. Ogilvy won the account. 10 years later, as ECDs at Publicis working on the same account, it's still very much alive.
It's simplicity is key. Don't talk about the effects of smoking, hero the quitters instead.
The best part? The pitch work was executed pretty much as it was.
It is still one of Singapore's most successful anti-smoking campaigns to date.
IPA Effectiveness Awards 2012:
Gold.
Effies Singapore 2012:
Bronze.
AME Awards 2012:
Bronze.
