Joy Sen Gupta

Many initiatives have been taken in India to apprise the public, specially youngsters, about the perils of smoking. Be it the statutory warning messages on cigarette packs or in-movie warning tickers, these initiatives have become a blind spot.

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The need of the hour is an all new medium that is not only cheaper but has a widespread reach also.

So we in collaboration with the youth collective, a reputed NGO, came up with a media innovation strategy to use one side of the matchboxes. This new media advertising space proclaims this harmless aid as potentially fatal if used to light a cigarette.

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The idea is rendered in multiple executions, that goes to the level of highlighting specific smoking hazards like pregnancy complications, impotency, oral cancer, among a few.