2013 Winners & Shortlists

Brief Explanation

BRIEF About 60% of BPG Group employees smoke during working hours. So how do we get them to quit this dangerous habit? SOLUTION People have been through the entire drill of Anti-smoking campaigns, posters, graphic images of disfigured throats, lungs and tongues etc. You name it. They’ve seen it. At best, it draws applause. The solution had to be disruptive. So what was the big idea? On average, each smoker spends one hour per day on cigarette breaks. With over 150 smokers, that's approximately 37,500 wasted hours per year. So, we decided to have smokers work AN EXTRA HOUR every day to compensate for their smoke breaks.