Although tobacco is widely accepted as a legal drug, the habit of inhaling and exhaling tobacco smoke can be seen as a worldwide epidemic, since it kills up to half of its users. According to WHO, tobacco is the main cause of 6 million deaths per year, of which approximately 600.000 are the result of non-smokers being exposed to second-hand, passive smoke. Over the years, smoking has achieved the status of the world’s single greatest preventable cause of death.
Even though researches from a Dutch survey agency, TNS NIPO, tell people how bad smoking is, this dangerous habit remains the main cause of premature deaths in the Netherlands. To fight with this social problem, the Dutch Foundation for Smoking and Health, Stivoro, in an attempt to demonstrate how bad smoking is, launched a short controversial video that shows the ugly truth lying behind the tobacco industry that sells “a product that leads to a true genocide” – without depicting a single cigarette, or a picture of damaged lungs.
With the following idea in mind “What would happen if everyone at a tobacco company would tell the truth?”, the mini-film describes a farewell party of a coworker. As a normal party, this one has good food, drinks and even a manager who should be giving the usual speech. But things don’t flow normally, because the crowd says the “ugly, awkward and painful” truth about what lies behind their great success. Still, everyone clinks their champagne glasses wishing for more customers and cheering “More addicts!”
With this project, Stivoro wants to raise awareness among consumers about the fact that smoking is the main cause of 20.000 deaths and nearly 100 new addicted kids in the Netherlands each year. This impressive advert was done in collaboration with the Wefilm agency, which also produced the Heineken HR video, encouraging its employees to “Go Places” and develop their personality and career.
As for a fresh start, a lot of people have made a list of New Year’s resolutions, and giving up smoking is usually one them. Therefore, to encourage smokers to quit this smelly habit, pharmacy from Sweden, Apotek Hjärtat, created an interactive billboard that coughs when it senses smoke nearby, raising awareness about the effects of cigarette smoke on those who do not share this bad habit.
Credits:
Client: Stivoro
Concept: Wefilm
Director: Beer ten Kate