Creative brief
CREATIVE BREIF
Client: Hong Kong Council On Smoking and Health (COSH)
Contact: 2838 8822 enq@cosh.org.hk
Product/ Service: Quit Smoking- “One in two smokers will die early”
Creative: TV Commercial
Date: 2012.11.06 (YY/MM/DD)
Background (History):
The total smoking ban was started on 1 July 2009 which was implementing all indoor areas and some outdoor areas to be smoke-free. But the people are continuous smoking and lead the harmful secondhand smoke which affects others as well. In order to protect the public health, prevent the youth smoking and reduce the secondhand smoke, Hong Kong Council on Smoking and Health continuous launch the promotional advertisings on television, the publications in our website to encourage and help more people who are addicted to quit smoking. We should establish a smoke-free Hong Kong because smoking will destroy our health and life in the end.
Why are we Advertising? (Objective)
The objective of this ad is for the audiences to know the mortality rate of smoking and smoking will lose their lives easily, so quit it is good for them.
Who are we talking to? (Target market)
The smokers and the people who want to try smoking.
What is the most important thing we want to say? (Key Proposition)
We want to say how invincible the audiences are, smoking is dangerous and the smokers will die easier from smoking than the car accidents, as well as one out of every two of smokers will die early from smoking finally and quit it.
Why should our audiences believe this? (Support)
Because smoke is harmful in their common sense, COSH also is a reliable source to show the research and information about smoking.
What do we want them to feel/ do? (Response)
Firstly, we want them to feel scared and worry about the mortality rate of smoking. And then quit it. We have provided the smoking cessation hotline to the smokers who unable quit by themselves. So they can call us for help.
Timing:
We will launch the ad on television
Client: Hong Kong Council On Smoking and Health (COSH)
Contact: 2838 8822 enq@cosh.org.hk
Product/ Service: Quit Smoking- “One in two smokers will die early”
Creative: TV Commercial
Date: 2012.11.06 (YY/MM/DD)
Background (History):
The total smoking ban was started on 1 July 2009 which was implementing all indoor areas and some outdoor areas to be smoke-free. But the people are continuous smoking and lead the harmful secondhand smoke which affects others as well. In order to protect the public health, prevent the youth smoking and reduce the secondhand smoke, Hong Kong Council on Smoking and Health continuous launch the promotional advertisings on television, the publications in our website to encourage and help more people who are addicted to quit smoking. We should establish a smoke-free Hong Kong because smoking will destroy our health and life in the end.
Why are we Advertising? (Objective)
The objective of this ad is for the audiences to know the mortality rate of smoking and smoking will lose their lives easily, so quit it is good for them.
Who are we talking to? (Target market)
The smokers and the people who want to try smoking.
What is the most important thing we want to say? (Key Proposition)
We want to say how invincible the audiences are, smoking is dangerous and the smokers will die easier from smoking than the car accidents, as well as one out of every two of smokers will die early from smoking finally and quit it.
Why should our audiences believe this? (Support)
Because smoke is harmful in their common sense, COSH also is a reliable source to show the research and information about smoking.
What do we want them to feel/ do? (Response)
Firstly, we want them to feel scared and worry about the mortality rate of smoking. And then quit it. We have provided the smoking cessation hotline to the smokers who unable quit by themselves. So they can call us for help.
Timing:
We will launch the ad on television