About
PAGSISISIgarilyo is an Advocacy campaign for our subject Advertising Ethics, under the supervision of our professor Mrs. Jerielyn Reyes. The campaign managed to bag an award at PUP’s Sikat awards as the Best Advocacy Campaign.
The Problem
There are approximately 17.3 million Filipino adult smokers in the Philippines, 48 % (14.6 million) of which are males that on average smokes 11 cigarettes a day, and despite nearly half (48 %) of the adult smokers making an attempt to quit, only 5 percent were successful.
The Challenge
To convince Philip (A popular cigarette brand and male name) that smoking is bad, not only for him but to those he loves, making him realize that he should stop smoking and end his addiction. To encourage him to undergo the transition of ending his addiction within the one (1) year campaign period.
Big Idea
“Magsisi, Itigil ang yosi”
Smoking affects those around them more than the smoker itself, and by showing that the ones they love the most suffer the consequence of their addiction, regret is instilled. The regret will fuel their resolve to transform form a Chain-Smoker to a Changed Smoker.
PAGSISIGARILYO PRINTS:
