Campaign: Smoke Free Pakistan

The intended message for the campaign is to

advocate for people in the community to smoke
less or better yet quit altogether
The campaign communicates with the viewer to
remind him/her of the potential side effects that
result from smoking.
The campaign also consists of phrases to make
the viewer to think and to think of their habit in a
new perspective.
The campaign itself wont physically make a
person quit, however this campaign serves to
remind people of the negative effects and to also
think of others
5000 Pakistanis are admitted to
hospital every day.
54%
1%
1%
3%
9%
32%
Percentage of Total Cigarette Consumption in SA Region, 1999
India
Afghanistan
Nepal
Sri Lanka
Bangladesh
Pakistan
5 reasons why people smoke
Lack of knowledge of smoking hazards
Little or no action by the governments
Cigarette smoke
contains over 4,000
chemical compounds;
600 of which are known
to be poisonous, and
upwards of 60 have
been identified as
carcinogens.
About 6 trillion cigarette butts litter the earth every year
1.7 billion pounds of cigarette butts accumulate in lakes,
oceans and on beaches and the rest of the planet every
year
Cigarette butts are not only everywhere, but they are toxic
and non-biodegradable
Cigarette butts ooze out chemicals such as cadmium,
lead, and arsenic into the marine environment within an
hour of contact with water.
The simple act of lighting a match to your cigarette, cigar,
or pipe puts your home at risk of fire
There is no safe level of exposure to
second-hand smoke. (WHO Report on
the Global Tobacco Epidemic, 2009)
Smoke-free indoor environments are proven, simple approaches that prevent
exposure and harm. (No Smoking Zones)
This is an awareness campaign that tends to
educate people about harmful effects of
smoking and convince them to avoid smoking
The need for the campaign was felt because
of rising rate of smoking in Pakistan

Motivate smokers to attempt to give up by
providing information on the health risks of
smoking.
Provide supporting advice for smokers'
efforts to quit and stay quit.
Display an understanding of the difficulties of
stopping.
Build smokers' confidence in their ability to
stop.

Target market: Adults and teenagers in the
premises of Islamabad/Rawalpindi
Because we have more familiarity with the
Islamabad area and our ad agency has also a
good know how about Islamabad.
Displays at public spots, railway stations, bus
stops, street corners, vehicles
Offering certain incentives for the smokers to
quit smoking
Parental role modeling
Change broader community norms- make adult
smoking seem undesirable
Conducting Seminars
Dissuading shopkeepers from selling cigarettes
Support other anti-tobacco initiatives in Pakistan
Implementation of tobacco control laws
The Campaign is divided into four phases and
is budgeted accordingly
College Activity
Outdoor Advertising
Seminar
Anti-Smoking Walk
A visit to 5 Colleges of Islamabad to persuade
them to be a part of campaign. This will take
us about 5 days and a play based on the
hazards o smoking.
Costs of this activity are listed under
Particulars: Cost(Rs.)
Van Branding 50,000
Transportation 25,000
Uniform 5,000
Certificates 1,000
Brochures 20,000
Total: 101,000
5 (20x20) Billboards will be displayed
Printing Costs @30Rs. Per sq ft: Rs.60,000
Rent(300,000) per billboard: Rs. 1,500,000
300 (6x6) Poll-banners@ Rs. 1,000 per
banner for 15 days: Rs. 300,000

Total: Rs. 1,860,000

Antismoking seminar will be conducted in
University
Particulars: Cost(Rs.)
4 panaflex(10x8) in University: 10,000
Brochures: 2,000
Speaker: 30,000
Lunch 2,000
Flower bouquet 700
10 shields 1,500
Total: 46,200

After the seminar 1 day is reserved for
antismoking walk
Particulars: Costs(Rs.)
2 Cloth banners: 2,000
Water bottles: 50,000
Sports Celebrity: 30,000
T-shirts: 50,000
Total: 132,000
(Rs.)
College Activity: 101,000
Outdoor Advertising: 1,860,000
Seminar: 46,200
Anti Smoking Walk: 132,000
Total: 2,139,200



Trashcans
Vehicle Tail pipes
Chemical Tankers
Skeleton Display :
Think twice when a smoker wants you to
JOIN HIM
Smoking thrills but kills
The consumption of tobacco claims over 5
million deaths worldwide annually, 0.1
million in Pakistan
Gyms
You pay for your death!
Every time a man puts out a cigarette
A cigarette puts out a man somewhere
Death Pack
NON-SMOKERS LUNGS
If you are a non-smoker, this is
how our lungs look like
SMOKERS LUNGS
If you are a smoker, Im so sorry.
This is how your lungs may be.
Dont Burn Your Life
You wouldnt ignore
this warning
Then why this one
Smoking kills Even Tobacco companies
admit it