"I Should Have Said"

TVC

Anti-Smoking PSA: Health Promotion Board

2018

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.

Social Content

Agency: DDB, Singapore