Ministry of Health & Welfare: The Fingerband campaign

Korea's Ministry of Health and Welfare, a government body, used digital content to reduce rates of teenage smoking.

Campaign details

Advertiser: Ministry of Health & Welfare Agency: FleishmanHillard Korea

Background

Category: Public Sector Campaign of the Year

Project title: FingerBand Campaign

Client: Ministry of Health & Welfare (MOHW)

Situation analysis

High smoking rate in Korea

  • Korea has a 21.6% smoking rate, high among OECD countries (Source: OECD Health Data, 2014)
  • -In order to reduce the smoking rate, the Government set out the National Health Promotion Plan (HP2020), of which the goal is to reduce adult men's smoking rate to 29.0%.
  • The effective ways to reduce smoking population through an anti-smoking campaign were...

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