2011 Winners & Shortlists

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.