2012 Winners & Shortlists

Results and Effectiveness

As a result, 15,000 smokers joined the therapy sessions at our NAQA clinic. This also led to a 65% increase in visitors to the clinic compared to last year. It was crazy on the net, Saudis were discussing it on blogs, Facebook , YouTube and Twitter. Even it was discussed on the major TV Stations and Programs (MBC, Saudi TV 1 & Saudi TV 2); to say how creative and innovative the idea was. Another impressive thing was that some companies has asked Naqa to have this Poster placed in their offices.

Creative Execution

We needed to demonstrate to smokers what second hand smokers feel. So we came up with the “Coughing Poster”. The smoke of the cigarette gets funneled through a fan into a smoke detector. The smoke detector gives a signal to a programmed amplifier that transforms the beeping alarm sound into a cough sound coming. All this has been fit into a poster with an image of a coughing person on it. We placed it in places where smokers gather. we've done this exercise in the 3 major cities of the kingdom Riyadh, Jeddah and Dammam.To gain media we’ve posted it on Facebook, Twitter and was discussed in the major Saudi Blogs. People started talking about that on the net and major TV stations and programs talked about this innovative idea such as MBC, Saudi TV 1 & 2.

Insights, Strategy and the Idea

To increase awareness about the harmful effects of second-hand smoke Target Audience: Our target was smokers who kept on smoking in public areas where smoking is prohibited. They’ve affected the non- smokers with of second-hand smoke Insight: Although smoking is banned in most public areas, people still smoke in malls, parking lots and outside most facilities entrances. Thus non-smokers were still under the harmful influence of second-hand smoke. Relevance-Client & Target Audience: Our idea fits the client’s objective which is mentioned above.; it was an unconventional idea, that you don’t see everyday. Naqa needed such an idea because the traditional ads weren’t effective. As for our target, it was surprising for them and impactful because of the coughing sound. They were obliged to look at it, read the message and think of what they are doing and yet in simple, funny entertaining way.