THPF: The Smoking Kid - A personal message to the smokers

This case study describes how a campaign by the Thai Health Promotion Foundation (THPF), the state agency, used 'inside-out reflection' to encourage people to quit smoking.

THPF: The Smoking Kid – A personal message to the smokers

Ogilvy & Mather Bangkok

Summary

Smoking has been a public scourge for generations in Thailand.

For the past 20 years, the Thai Health Promotion Foundation has operated and aggressively promoted free hotline, "1600 Quitline" to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low. Smokers either ignored the campaigns or didn't give the key message much thought. The campaigns failed to create the attention that led to behavioral change.

Instead of using scare tactics or emotional cues to convince smokers to call...

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