Where there's smoke, there's fire.
Breathe is a health organisation that believes that when people are conscious of their breathing they are able to think more clearly and are better positioned to make positive decisions that can impact their lives.
Client: Breathe
Title: Same Difference
Time: 30
Code: B/001/E
Copywriter: Pule Moropoli
Title: Same Difference
Time: 30
Code: B/001/E
Copywriter: Pule Moropoli
MV1:
English-well spoken, patient instructor, slow paced in his approach, 40-year-old
English-well spoken, patient instructor, slow paced in his approach, 40-year-old
SFX:
Match lighting, drawing smoke (inhalation), puffing out smoke
Match lighting, drawing smoke (inhalation), puffing out smoke
Vape juice burning - crackling, drawing vape (inhalation), puffing out smoke
Birds chirping, light whistling breeze, inhaling, exhalation
Challenge
The challenge was to create an anti vaping radio ad.
Vaping is essentially smoking disguised. Vape is an electronic cigarette which comes in different makes and sizes and delectable e-juice flavours that pack different levels of nicotine.
Insight
Some people have said that smoking helps calm them. Concerned with their health, others have taken to vaping which is positioned as a healthier option, however, its long-term health effects are yet to be acknowledged.
Solution
Vaping (and smoking) is essentially breathing. People who vape (or smoke) to distress "might" unknowingly be engaging breathing meditation, which provides the same benefits albeit with positive health effects.
The idea is to arm the TA with a truly healthier habit that they can engage in order to successfully break a difficult one.
Execution
Recording
