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.
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.
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.