Shock to raise awareness. The anti-smoking campaign in Thailand consists of distributing vials and writing prevention messages with ink extracted from the lungs.
This is what can be called a “shock campaign”. To prevent Thai smokers from the harmful effects of tobacco, the country’s Health Promotion Foundation is issuing a special warning message. The campaign is based on a somewhat special device: the distribution of a bottle of ink prepared with tar extracted from the lungs of deceased smokers. The vials were then distributed across the country, during awareness events, and petition letters signed with.
The project, entitled “the message of the lungs”, allows, according to its creators, to send smokers an alert that comes “from within”. Simple and effective for some, macabre for others.
Positive feedback
With such a campaign, it is indeed impossible not to divide. But by making an impression, the objective of the campaign is achieved. In a country where, according to Foundation estimates, 90% of smokers would have liked to quit smoking if they had had the necessary support, the campaign is moreover considered to be a success. Anti-smoking programs have reportedly seen an increase in attendance since its inception.
Accompanied by a video, shared more than 100,000 times on social networks, it has the merit of showing in a very concrete way the damage suffered by the body, while some smokers were not aware of it.
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