BBH unleashes ‘Bro’ campaign for NEA to spread awareness of newly designated smoke-free zones
Next time you see someone light up a cigarette in a stairwell at a residential area, you have a license to warn them by shouting Bro! Bro! Bro! Bro! – thanks to a new smoking ban extension campaign for the National Environment Agency.
Created by BBH Asia Pacific, the integrated campaign is aimed at highlighting the newly designated smoke-free zones in Singapore and warning smokers of the possible fines they could receive.
NEA’s overall campaign objective is to highlight the benefits of not smoking in these designated areas leading to cleaner and fresher air in Singapore. ‘Bro’ is an extension of this campaign, targeting youth in particular in a friendly and engaging way.
The campaign features a quirky but concerned character that pops up from nowhere, just when a fellow ‘bro’ is about to light up in a newly designated smoke – free zone. He then breaks into an animated holler – ‘Bro! Bro! Bro! Bro! – surprising and warning smokers that they are about to break the law and be slapped with a fine.
The campaign includes a microsite that allows you to email or sms a smoker with a friendly automated message listing the various areas covered under the new smoking ban extension. The microsite allows for 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 5 metres of bus shelters and hospital outdoor compounds.
Credits – Regional Executive Creative Director: Steve Elrick. Art Directors: Marcus Yuen, Uni Lee. Copywriter: Daniel Foo. Producer: Georgina Kent. Planner: Frank Reitgassl. Business Director: Christina Chong. Account Manager: Manavi Sharma. Director: Chris Begley. Producer: Chris Loo. Production House: Shooting Gallery Asia.