Staff Reporters
Apr 29, 2013

Singapore NEA uses a 'bro' to promote smoking ban extension

SINGAPORE - A concerned 'bro' pops up out of nowhere to warn his 'bros' about an expansion of non-smoking areas in a campaign launched by Singapore’s National Environment Agency through BBH Asia Pacific.

wide player in 16:9 format. Used on article page for Campaign.

Launched online and in cinemas this month, the campaign aims to highlight newly designated smoke-free zones in Singapore and warn smokers of the possible fines they could receive. 

Targeted at young people, the campaign features a quirky but concerned character who pops up when a fellow ‘bro’ is about to light up in a newly designated smoke-free zone.

"‘Bro! Bro! Bro! Bro!’" the character says while gesticulating toward a sign explaining a new non-smoking area. The ad ends by encouraging the viewer to "Let all your bros know" about the fines.

The overall campaign philosophy is that everyone shares in the responsibility toward creating cleaner air, which will benefit not just non-smokers but smokers as well.

The campaign includes a microsite, www.tellyourbros.sg, that allows the public to email or SMS a smoker with a friendly automated message listing the various areas covered under the new smoking ban extension. It also allows for ‘bros’ to warn other ‘bros’ about the new law and build a little camaraderie within the community.

The new smoke free zones include the common areas of all residential buildings such as corridors, staircases, void decks, covered walkways, overhead pedestrian bridges, within five metres of bus shelters and hospital outdoor compounds.

Source:
Campaign Asia

Related Articles

Just Published

53 minutes ago

Adland has the power to influence social media but ...

As governments worldwide enforce stricter social media laws, advertisers find themselves at a crossroads—use their influence to hold platforms accountable or risk increased criticism for staying silent?

5 hours ago

Devi Attamimi to lead Hakuhodo International ...

The leadership change comes as HIID aims for accelerated growth which could include acquisitions

5 hours ago

Taboola introduces a ‘reimagined approach’ to ...

With the launch of Realize, CEO Adam Singolda wants Taboola to move past its origins in native advertising to focus on the entire performance landscape.

11 hours ago

Should brands try to be 'besties' with GenZ?

Pandering to GenZ by ‘meme-jacking’ will not help brands if they do not compensate and credit creators, says Bob Gold & Associates’ Albert Heape