The Cancer Patient Aid Association in Mumbai has produced this video Be kind to smokers (from YouTube) and the ceiling/mural/poster of smokers in their grave posted in the smoking room.
CPAA and O & M Take Top Honours, "The Best of the Best Spike" at Media magazine's Asian Advertising Awards function
It
was for the first time in the 15-year-old history of Media Magazine's
Asian Advertising Awards that an Indian agency, Ogilvy & Mather, Mumbai
managed to capture the top prize-"The Best of the Best Spike" for CPAA's
anti-smoking TV ad entitled "The Journey." The prestigious award which was given in front of an audience consisting of 500 of the leading lights in the advertising world at Hong Kong's Grand Hyatt, is especially satisfying since Asian advertisements are generally considered "eye-wateringly dreadful" as the advertising industry's magazine "Campaign" termed them.
The ad shows an elderly man in a bus giving up his seat for a young smoker, implying that the smoker is weaker. The idea was greeted with great enthusiasm at CPAA since it conveyed the anti-smoking message without becoming threatening, as many ads tend to be. CPAA has always tried to convey a positive, supportive
attitude rather than an intimidating, ominous kind. Our aim is to educate the individual to make the right decision on his or her own.
As one of the judges said, "As a pack-a-day member of the target audience, I can tell you that
it's one of the few anti-smoking ads that presents a compelling argument. On top of that, it's funny. A rare accomplishment in one of the most over-trodden regions of probono land."
Campaign magazine was all praise for the involvement of CPAA as a "far-sighted client" which
resulted in an "explosive, exciting, fresh" ad, a match for the best creative work anywhere in the world. Well done, O&M!
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