Creative Abby-winning ad campaign for the Cancer Patients Aid Association (CPAA)
The brief from the client was to target a smoker with no plans to quit. Since he has no fear for himself, the message was targeted at him indirectly. The ads were an attempt to initiate a serious conversation with him about what happens to his loved ones after his premature death from cancer.
Our objective was to make him fear for his family, thereby prompting him to make plans for them while he's still around. If the process wrought a change in his behaviour, even better.
The first ad in the 3-set ad campaign dwelt on the relationship between the smoker's daughter and his lung cancer.
Your daughter and Your Lung Cancer
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