World Lung Foundation (WLF) was established in 2004 to reverse the global epidemic of lung disease. In the fight against lung cancer in Indonesia, WLF initiated the #SuaraTanpaRokok campaign to raise awareness of the dangers of long-term smoking.
Vital Strategies (formerly World Lung Foundation) needed to gain public support for the existing smoke free regulations in Indonesia and to counter the cigarette companies’ campaigns on many media platforms.
Speaking primarily to youngsters, we drove awareness on the dangers of active and passive smoking. Together with several tobacco control advocates, we created a campaign named Suara Tanpa Rokok (“Voices without cigarettes”), a 3-step campaign with clear objectives for each step; to buzz and educate, to sustain and to advocate.
We developed a microsite – suaratanparokok.co.id – that featured the stories of victims and sustained the conversation by inviting the influencers and audience to submit their own stories. We also launched social media marketing to drive visitors to the site with videos, statistics and close-to-home smoker stories.
A national survey showed that more than 10 million people remembered seeing the campaign online, with over 30 million impressions on Facebook. The hashtag #SuaraTanpaRokok gained a total of 9.2 million reach with 19.1 million impressions during our management of the campaign.
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