Brand | STC |
Product/Service | ANTI-SMOKING INITIATIVE |
Entrant | JWT Riyadh, SAUDI ARABIA |
Category | Use of Ambient Media: Small Scale |
Entrant Company: | JWT Riyadh, SAUDI ARABIA |
Advertising Agency: | JWT Riyadh, SAUDI ARABIA |
Results and Effectiveness
After the launch of this campaign, STC reported a significant drop in the number of smokers on campus. Moreover, PR and Communication departments received many inquiries and much applause related to their effort.
Creative Execution
To leverage the abundance and distribution of the traffic signs on campus, several "tag signs" were added below existing signs and boards. The tag signs included copy which, when read with the sign above, formed a sentence against smoking. For example, "Stop" became "Stop Smoking", "No Entry" became "No Entry with a cigarette", and "Beware of tire spikes" became "Beware of tire spikes and smoking hazards".
Insights, Strategy and the Idea
Ambient Smoking Signs was a CSR effort. STC wanted to take a step further in encouraging people in the community to quit smoking, especially men aged 20-40. That segment included the highest percentage of company employees, and also the highest growth in the number of smokers nationwide.
Commuting in the company's huge main campus in Mursalat, Riyadh, STC's 20,000+ employees drive thru different streets, intersections and roundabouts, passing by numerous traffic signs and notice boards every day. Our idea was to improve the utility of this high-traffic, free media.
Credits
Ramsey Naja |
JWT MENA |
Chief Creative Officer |
Chafic Haddad |
JWT KSA |
Executive Creative Director |
Nizar Swailem |
JWT Riyadh |
Executive Creative Director |
Ali Baasiri |
JWT Riyadh |
Creative Director |
Yasser Kotb |
JWT Riyadh |
Associate Creative Director |
Yasser Kotb |
JWT Riyadh |
Copy Writer |
Fayez Jabri |
JWT Riyadh |
Director In Charge |
Alaa Abu Hammeen |
JWT Riyadh |
Account Manager |