The HCG Cancer Care Campaign Asks Adults to 'Put Out the Fire'
Meghan Young — March 20, 2013 — Marketing
References: ogilvy & ibelieveinadv
The images used for the HCG Cancer Care campaign may be creepy, but they also send a very strong message. Each one centers around an adult who continually smokes around children, be it their own or someone else's. From a worried mom to a careless uncle, children exposed to cigarettes can face a lifetime of health problems. As one ad reads, "Children inhale more air than adults, absorbing more toxins," and another, "Cigarette smoke inflames children's air pathways and leads to asthma attacks. Put out the fire."
Conceived and executed by the Ogilvy ad agency branch based in India, the HCG Cancer Care campaign was art directed by Vinci Raj with creative direction by Shamik Sen Gupta. The disturbing double mouth imagery was shot by photographer Koppula Photography and retouched by Irfan- Studio6.
Conceived and executed by the Ogilvy ad agency branch based in India, the HCG Cancer Care campaign was art directed by Vinci Raj with creative direction by Shamik Sen Gupta. The disturbing double mouth imagery was shot by photographer Koppula Photography and retouched by Irfan- Studio6.
Trend Themes
1. Children's Health Awareness - Opportunities exist for innovative campaigns that raise awareness about the long-term health effects of smoking on children.
2. Anti-smoking Initiatives - There is a growing market for disruptive solutions aimed at reducing smoking rates and promoting healthier lifestyles.
3. Creative Advertising Techniques - Innovations in advertising and visual storytelling can captivate audiences and convey powerful messages.
Industry Implications
1. Healthcare - The healthcare industry can embrace disruptive approaches to educating the public about the harmful effects of smoking on children and offer support for smoking cessation.
2. Advertising - The advertising industry can leverage creative techniques and storytelling to develop impactful campaigns that drive behavior change and social awareness.
3. Childcare - The childcare industry can adopt innovative approaches to promote smoke-free environments and educate parents and caregivers about the importance of protecting children from secondhand smoke.
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