2013 Winners & Shortlists

SMOKING CAUSES DEAFNESS

BrandNEW MEDICAL CENTRE
Product/ServiceNO SMOKING DAY
EntrantY&R ABU DHABI, UNITED ARAB EMIRATES
CategoryPOSTERS
Entrant Company Y&R ABU DHABI, UNITED ARAB EMIRATES
Advertising Agency Y&R ABU DHABI, UNITED ARAB EMIRATES

Brief Explanation

Relating smoking to lung cancer, bad health and illness is very common. Our approach was to target an ailment that people don't usually associate with smoking. Research studies, including a report published in the Journal of American Medical Association (JAMA), have spoken of a causal relationship between smoking and loss of hearing. The challenge then was how to communicate this effectively and in a relative manner.

The Brief

Create a poster for No Smoking Day that will interest the target market sufficiently and provide them with a statistic/interesting fact that they did not know before.

How the final design was conceived

While brainstorming, we thought of common habits that are present amongst the hearing-impaired, and realised that sign language used the exact same body extension as smoking. Even the way the fingers are positioned in both actions (sign language and holding a cigarette) is very similar. We took this insight and created the headline out of letters in sign language.

Indication of how successful the outcome was in the market

Being a transient statistic, we currently do not have any data present on the effectiveness of this campaign. However, the staff at the hospital and pharmacies have informed us that the poster was drawing a lot of attention from patients and visitors, based on the fact that it was new information regarding this area.

Credits

Name Company Role
Pramod Kr Y/R Abu Dhabi Finalizer
Georges Elhoyek Y/R Abu Dhabi Creative Director
Avinash Subramanyam Y/R Abu Dhabi English Copywriter
Anoop Chandran Y/R Abu Dhabi Art Director