1600 Quitline: THPF Smoking Kid & A Personal Message to the Smokers

Sutatip Chadavadh and Kusuma Kusoltawee

Campaign details

Brand owner: Thai Health Promotion Foundation
Agency: Ogilvy and Mather Advertising Thailand
Brand: 1600 Quitline
Country: Thailand
Channels used: Online video, Word of mouth and viral
Media budget: Up to 500k

Executive 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 a free hotline: 1600 Quitline, to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low and this needed to be addressed.

Smokers either ignored the campaigns or didn't give the key message much thought. Those campaigns failed to create the attention that could lead to long-term behavioural change.