Thai Health Promotion Foundation: Smoking kid

This case study describes how the Thai Health Promotion Foundation boosted the number of calls to its smoking Quitline service.

Thai Health Promotion Foundation: Smoking kid

Ogilvy & Mather Bangkok

What were the objectives for the creative work?

Quitting smoking is difficult and many who want to quit can't do it alone. To aid those who can't quit by themselves, the Thai Health Promotion Foundation offers a free help-line call service, called the 1600 Quitline, staffed by professional counselors. However, despite a high investment in advertising, the number of calls to 1600 Quitline was far too low to be considered effective. An average of only 7,057 calls per month was recorded from January to May 2012, and an average of...

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