DDB stubs female light-up rate

Singapore - The Health Promotion Board (HPB) has launched a DDB-conceptualised anti-smoking campaign that targets female smokers in an effort to drive down the number of women lighting up.

Tagged ‘Stop smoking, start shopping', the agency created a luxury store in Orchard Road and stocked it with branded dresses and accessories that were price tagged according to the equivalent number of cigarette packs needed for purchase in order to afford the items. The execution served to convey the message that fashionable items would be easily affordable if you were to use what you'd otherwise spend on cigarettes. The outdoor execution also featured ‘customers' in the form of fashion models who were brought in to make it appear as though they were browsing through the racks and merchandise.

So far, results of campaign has been positive with the execution attracting public attention and substantial media coverage on the first day of its launch.

"It's a more fashionable approach for a fashionable audience: female smokers. The HPB understood our strategy for targeted campaigns to engage different segments. There's more to come from the DDB team," David Tang, president and CEO of DDB Singapore said.

This latest anti-smoking campaign for the HPB comes on the back of DDB's ‘Scare' campaign which was launched earlier this year.