Breasts and second-hand smoke are a RISKY combination.
Commissioned by the Simcoe Muskoka District Health Unit on behalf of the Central East Tobacco Control Area Network, RISKY is a campaign that educates young people about the dangers of second-hand smoke.
The challenge was to raise awareness amongst an audience that doesn’t even know they are at risk. Furthermore, they needed to reach an audience that has become desensitized to campaigns about smoking.
While her original brand had served her well for many years, she realized it was time for a fresh, new look.
We conducted a series of focus groups with members of the target audience. Based on the original research given to us by TCAN, we developed our own strategic creative, which we presented to the focus groups along with the current creative used by the health unit.
We discovered that each set of materials had their own strengths and weaknesses, which sometimes contradicted the initial research provided. The results challenged us to push further and think more strategically.
Knowing that dark and gloomy anti-smoking ads repelled our audience, we implemented brightly coloured backgrounds and high contrast graphics to capture attention.
The focal point of each design is a pair of explosive objects that resemble a pair of breasts. Through careful photo editing, these objects convey the dangerous nature of women’s breasts when combined with secondhand smoke.
With strong visuals and bright colours, each piece in the series captures attention and then leads the viewer’s eye to read the campaign message: smoke around her and you increase her risk of developing breast cancer.
Then, Kitestring Digital stepped in to take RISKY to the web. The team created a fully functional microsite to compliment the campaign and provide educational resources to the public.
The committee could not have been happier with our inspired creative. The RISKY campaign is sure to turn some heads while also informing the public about a serious issue.