The Thai Health Promotion Foundation (THPF) and Ogilvy Thailand won a Bronze Outdoor Lion at Cannes in 2012, Gold Special Event and Silver Online awards at the 2013 Clio AWards, Gold for Special Service at the One Show Awards, a Silver Film Lotus at the 2013 Adfest Awards using children to challenge adult smokers.
The video when released went viral and has millions of views worldwide.
Compare the results of the ad whereby almost every adult who received the note stopped to think and threw away their cigarette. No adult, however, threw away the note to the “shock and awe” images used here in Australia trying to scare people into not smoking.
Which one do you think has more impact?
As a non-smoker I believe the commitments made by the adults in the video (i.e. telling the children smoking is not good for them) and then the question from the child querying why they are not remaining consistent with their statements is a powerful use of the Principle of Commitment and Consistency.
If nothing else it certainly makes you think differently about the stop smoking campaign!
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