"I Should Have Said"


Anti-Smoking PSA: Health Promotion Board


Every smoker knows the harmful effects of smoking. But scare tactics don't always work when trying to persuade them to quit. So for this campaign, we focused on the emotional consequence that of having lifelong regrets.

We started with a smoker's life story in the launch TVC. And then followed up with real-life testimonials of smokers, told in a personal way.

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Agency: DDB, Singapore