Home >> Advertising >> Article

140 characters to quit smoking

30-August-2013
Font Size   16
140 characters to quit smoking

You might have noticed bold messages in cinemas such as ‘Smoking causes cancer’, but how about a Twitter crowdsourced song on anti-smoking. #DontSmokeBecause is the first ever Twitter crowdsourced song conceptualised by Creativeland Asia for the brand Godrej Aer.

What started out as a hashtag is now a song based on a democratic message, which is compiled with 2704 tweets posted by people across India and filmed with the support of 330 people.

#DontSmokeBecause was launched on the Twitter handle of @Godrejaer and asked people to write in their reasons to avoid or quit smoking. Within five days of the launch, thousands of tweets came pouring in with hundreds of reasons. Soon after this, the video was filmed with the support of people including young college students, senior citizens, working professionals, singers, amongst others.

Beginning from the conceptualisation stage, Creativeland Asia, Mumbai built the thought of #DontSmokeBecause. This thought was further executed on Twitter by the social media team of Creativeland Asia. Post this, the in-house production team and 330 people came together to film the video.

Anu Joseph, Executive Creative Director, Creativeland Asia said, “In the early days of Twitter, we had created a successful Twitter-based campaign to track inventory for Hippo. Since then, we have continued to push ourselves to use social media properties for client partners to create value-based differentiation. #DontSmokeBecause is a step-towards using the 140-character platform inventively.”

“This is the first ever Twitter crowdsourced song. The idea was to get people to write the lyrics themselves. We launched the hashtag #DontSmokeBecause on the Twitter handle of @Godrejaer and asked people to write in their reasons to avoid or quit smoking. Within the next five days, we got thousands of tweets in response. We took the best ones, and some of the more lyrical ones, and wrote a song with the tweets,” Joseph added. The project took two months – from conceptualisation to execution.

It is a great initiative by Godrej Aer to promote anti-smoking. We have always seen ads played in cinema halls for the cause with disturbing images. However, the video is very positive and lively with messages like ‘your gulabi lips get dark’ and ‘your teeth lose their spark’.

It doesn’t highlight the symptoms and the outcomes of smoking in a very direct manner, but very intelligently it gives out a message of the disadvantages of smoking. The target audience is youth, so the idea of using Twitter to promote this message is very apt and innovative.  Using crowdsourcing as a medium is very catchy and compiling a song using the tweets will attract a lot of attention because this has been done for the first time. The video is engaging and gets a thumps up because it ends on a positive connotation that there are better things to do like kiss, smile and chew rather than smoking.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

By acquiring 21st Century Fox, Disney will have an immensely powerful content portfolio, adding to an already impressive assemblage which includes Marvel, Pixar and Lucasfilm.

The company’s revenue dropped by 7 per cent at Rs 542.3 crore

With a plethora of books on the marketing and advertising arena being unveiled, the biggest reason this one shines is for the brutal candour with which it is told