Giving smokers a codeword for solidarity
Singaporeans hate getting fined. We also have an innate kampung spirit (community spirit). We also love calling each other “Bro”. It’s unisex, at least in Singapore.
So when the National Environment Agency called for a pitch to advertise the expansion of the smoking ban to include even more shared public spaces, the solution was clear. Give smokers a way to warn their bros.
We created the Smoking Ban Bro. A bro who pops up to warn fellow smoker bros whenever they light up in a shared public space.
Films
Campaign Microsite
Also part of the campaign was a microsite with an automated SMS service that helped smokers and their bros send out warning SMSes to all their other smoker bros, with a sweet download link for a BRO sound clip they could play whenever a fellow smoker lights up in a banned space, or use as a ringtone for their mobiles.
On-ground Activation
Of course, we had to take our bro out on the street to warn bros about the smoking ban.
