|Agence||J. Walter Thompson Asia Pacific|
|Campagne||Vicious Cycle - Health Promotion Board|
|Annonceur||Health Promotion Board|
|Marque||Health Promotion Board|
|Mise en ligne||Mars 2004|
|Secteur d'activité||Lutte contre la drogue, l'alcool, le tabac|
|Slogan||Easy to start. Very dificult to stop|
|Synopsis||The ads communicate that smoking is an act that easy to start and very difficult to stop. It illustrates that smoking is a vicious circle from which it is near impossible to get out.|
|Philosophie||The strategy was to appeal to the vanity factor of teenagers. The campaign highlights the damage smoking does to things top-most on the minds of the teens; like personal appearance and sexual performance.|
|Problème||The problem was that teenagers were apathetic to the usual claims of ardinary 'anti-smoking' campaigns. They believed that diseases like cancer and heart afflictions happened only yo old people. Teenagers believed that they were going to live forever and that smoking helped them integrate with their peer groups and made them look cool and grown-up.|
|Type de média||Presse magazine|
|Directeur de création||Norman Tan|
|Concepteur / rédacteur||Joji Jacob|
|Directeur artistique||Ivan Wibowo|
|Directeur de clientèle||June Ong|
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