Print Versus Online Designing

‘I Quit’ smoking campaign was first launched in June 2011 in collaboration with Singapore Health Promotion heard (HPB) and Ogilvy & Mather.As the prevalence of adults smoking are increasing from 12.6 percent to 14.3 percent in 2010, the aim of this campaign is not only to help people to quit smoking but to put a more emotional touch in celebrating for the quitters who have decided to quit smoking.
The logo of this advertisement was a twist that symbolises on how a smoker holds a cigarette to form a pledge gesture. This symbol identifies those quitters who have quited smoking are deserved to be celebrated and creates a unifying gesture for the quitters and other members of the community.The pledgers were all wear a white tee shirt with the words saying ‘I quit because…’ and to fill up with their own reasons on why they want to quit smoking. Their reasons mainly are for family, health, money, self and their loved ones.
The campaign poster could be seen mainly on the platform doors of all MRT stations. The pros of such visual print posters would be easy accessibility and readability, passengers can take time to read through while waiting for train. The cons would be the information are not available in print brochures format thus information might not be digested and forgotten after that. However, more information of this campaign could also be retrieved via online where the official website(http://www.hpb.gov.sg/smokefree/default.aspx?id=4592) was provided on the poster. There was also a face book club (https://www.facebook.com/IQUITClub) where the public can leave comments to encourage them.
I personally felt very touched by their motivation and will to quit smoking no matter for what reasons. I’m sure that this is also an encouragement to those who wants and in the process of quitting smoking. I felt that this campaign is not only encouraging but also inspiring as it used a positive and emotional touch to speak to the community by using real life stories and taking the pledge as a promise to their own self and family.

Images: http://www.ogilvy.com(top), https://www.facebook.com/IQUITClub/photos(bottom)
Reference: http://www.ogilvy.com/News/Press-Releases/June-2011-Ogilvy-Singapore-and-Health-Promotion-Board-encourages-smokers-to-say-I-Quit.aspx