HPB sells COLD case to smokers

Singapore - Health Promotion Board (HPB) has launched a new anti-smoking campaign educating smokers on the consequences of Chronic Obstructive Lung Disease (COLD).

The campaign launched on 15 May and runs across TV, radio and print. The TV and radio efforts communicate the discomfort of a COLD sufferer through the sounds of an individual gasping for air. DDB Singapore handled creatives for this campaign which features the testimonials of a COLD sufferer.

"We decided to let the consequence of chronic obstructive lung disease speak for itself. The commercial was simple but therein lies its effectiveness," Terrence Tan, creative director for DDB Singapore, said.

DDB also executed a guerilla stunt for this campaign whereby straws, with tags that instructed users to blow through, were distributed to the public to simulate the feeling a COLD sufferer experiences when having breathing difficulties. Road shows were held to educate smokers on COLD.

The COLD campaign is a sequel to HPB's 'Consequences' campaign in 2007.