Most people know how bad smoking is for their health. So instead of using the usual scare tactics, Ogilvy Thailand sent kids up to adult smokers to ask them for a light. As expected, all the adults approached were quick to explain how harmful smoking was, and cited various negative health effects. At this point, the kids handed the adults a brochure which said, "You worry about me. But why not about yourself?” accompanied with a hotline to call for information about quitting.
According to the video below, most of the adults approached threw away their cigarettes and none of them threw away the brochure. In fact, the foundation reported a 40% increase in calls to the hotline.
Using cute kids – sneaky, yet effective.