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

This case study explains how the Thai Health Promotion Foundation employed a new approach called 'inside-out reflection' to promote its stop smoking 'Quitline'.

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

Sutatip Chadavadh and Kusuma Kusoltawee

Campaign details

Brand owner: Thai Health Promotion FoundationAgency: Ogilvy and Mather Advertising ThailandBrand: 1600 QuitlineCountry: ThailandChannels used: Online video, Word of mouth and viralMedia 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...

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