Concept for Awareness Campaign (2015)
Role: Creative

We all know about the dangers of smoking. The warning labels on the packets tell us so. But how effective are they? Do negative labels really work or should we as communicators aim for a more emotional and positive approach?

STICKERETTES is a guerrilla style awareness campaign created via the help of kids in families who smoke. A series of simple to apply stickers, in the same dimensions of traditional warning labels, are given to kids with one mission: get your message across to your Mums, Dads, Grandparents…anyone who you want to stop smoking. Whether we like it or not, kids are always in arms reach of a packet. So why not recruit them with something they love (stickers) to help fight something they hate (smoking).

As a reward for their mission completed – Mum or Dad should take a photo of the packet with the new sticker and hashtag #stickerettes and upload via social channels.

Most people with children would possibly give up smoking because of their kids. Statistically, kids from parents who smoke are more likely to start themselves – children who live with parents or siblings who smoke are up to 3 times more likely to become smokers themselves than children of non-smoking households. (Source: ASH)