2016 Winners & Shortlists

The Campaign

Set inside a family home, the parents are seated with the children in the living room and the father is smoking a cigarette. The wife looks displeased, but doesn’t say anything about it. The ashtray is completely filled with previous cigarettes, and as he continues to smoke, his son starts coughing uncontrollably. The father’s figure disappears behind the smoke of the cigarette and the focus is now on the son. The mother rushes by his side and he ends up being hospitalized. The mother is in complete distress as the son lays there with an oxygen mask asleep.

Creative Execution

Many parents smoke, but what differentiates some parents from others, is those who make it a point to avoid smoking in front of their children. This is a crucial point Supreme Council of Health wanted the commercial to deliver. The challenge is to encourage spouses to speak out and not stay quiet, because by doing so she could be saving her children from the detriment of secondhand smoking and saving herself from the burden and pain she will have to endure as a consequence.