Kidstuff, Mudra MAX’s promotional marketing unit, has delivered an ingenious campaign for ‘World No Tobacco day’. Kidstuff’s campaign for Cancer Patients Aid Association (CPAA) intends to educate the public and spread the message about the health hazards of tobacco on May 31st, celebrated around the globe as ‘World No Tobacco Day’.
A recent New England Journal of Medicine report stated that India is heading towards a smoking related cancer catastrophe, with around 60% of smokers aged between 30 and 69 likely to die from smoking related diseases. Therefore, our challenge on ‘World No Tobacco Day’ was to tackle the issue of low awareness through an insightful activity encouraging smokers to quit.
We implemented various initiatives to reinforce the central message. The activity involved promoters, dressed to resemble a cigarette. These promoters caught the smokers at common smoking areas near office complexes, public transport stands, lunch homes and malls – with the quirky message, ‘On World Tobacco Day people are quitting smoking & cigarettes have become jobless’. Cigarettes are therefore hunting for a new job! The promoters also handed out resumes of the jobless cigarettes– which detailed their killing talent.
Over 10,000 resumes were distributed across Mumbai & Delhi using over 20 promoters. The resume of the jobless cigarettes were also placed on the leading job portals to touch netizens.
A couple of Radio Stations would also be joining hands with Kidstuff by promoting the message through RJ mentions.
The initiative is also active on Facebook:
http://www.facebook.com/pages/Smokey-Cigarson-isJobless/111759308869563 and Twitter: https://twitter.com/smokeycigarson
Commenting on the campaign, Rahul Karwa, Head-Kidstuff Mumbai said, “Being a smoker myself I know that the smokers can’t be preached or spoken to condescendingly- they need a more direct approach. Hence we chose disruption as the route, to get creative while staying effective! A human cigarette pack distributing resumes is an extremely unique sight, so our chance to engage the TG increases manifold.”
About Kidstuff
Kidstuff, a specialist communication services unit, is a promotional marketing company specializing in events, sampling and consumer promotions. Founded over a decade ago, Kidstuff is a pioneer in this industry. It has branches across 6 metros; a pan-India coverage of over 500 towns; established relationships with over 16,000 schools, 1000 colleges and 250 cinema halls. Some of the most popular consumer promotions in Indian marketing history like Britannia Khao World Cup Jao and Pepsi Blue Billion have been conceived and executed by Kidstuff.
Kidstuff's clients include Pepsi, Hindustan Unilever, USL, Western Union, Castrol and Johnson & Johnson among others.
