Problem
Tobacco use is the leading cause of preventable death and disability in Australia. In 2015, about 21,000 Australians lost their lives. Tobacco use leads to an increase in the medical, social, and economic costs of the community.  Smoking makes young people's moods irritable, affecting their life harmony and happiness.
 

Target audience
Young people whose quality of life is affected by smoking.

 

Task

Develop a campaign to stop people smoking that uses a positive emotional appeal. 

Emotional appeal 
We use a caring, friendly, hopeful tone of voice to communicate with young people and show them things that young people dream about romantically. 

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Insight 
Quitting smoking can improve young people’s lives and make them happy. 

Idea
With the hand as the protagonist, we design a campaign called ‘Quit For A Better Life.’ The key concept is that young smokers' hands could catch more meaningful things instead of holding cigarettes. In three executions, our main illustrations are holding positive elements that match the preferences of young people such as lovers, flowers, and shopping carts. By showing healthy and happy lives, we encourage smokers to give up smoking and choose a better life.

Client / 

Australia government. Department of health.

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Role / 

Art

Director

 

Agency / 

Dragon

One

Studio

 

Year / 

2021