Doctors see the consequences of addiction from the tobacco industry every day. #artsenslaanalarm is a collective of doctors with the aim of denormalizing the tobacco industry.
We use the genuine concerns of doctors to demonstrate how abnormal the tobacco industry is. To sound the alarm, doctors literally step out of their doctor’s office to warn and offer help.
The tobacco industry is addicting unprecedented numbers of young people to vaping, without mentioning the health risks. While the facts about vaping do not lie and show that vaping is very harmful.
Breaking into every possible media in one day with a cry for help from the doctors. A cry for help in which they share the four most shocking facts about vaping with as many parents as possible.
The cry for help hits like a bomb. Boosted in the commercial break and then editorially, it appears everywhere. This not only provides a gigantic reach, but above all an enormous transfer of knowledge of the four facts about vaping.
Credits
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Client
- Trimbos Instituut
- #ArtsenSlaanAlarm
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Client Lead
- Senne Hartskeerl
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Creative Director
- Ruben Cusell
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Media Director
- Rocco Stallvord
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Media Producer
- Marlena Fishell
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Creatives
- Marius Gottlieb
- Roel Welling
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Director
- Joey de Leeuw
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Head of Production & Producer
- Roos Aalvanger
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DOP
- Nanko Goeting
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Meewerkende Media Partijen
- JCDecaux
- Global
- Ocean Outdoor
- Hillenaars
- Jean Mineur
- Talpa
- BNR
- NRC
- AD
- FD
- Telegraaf
1 in 5 Dutch young people have used a vape in the past year. Parents are aware of this vaping behavior, but they feel powerless against the cunning marketing of the deadly tobacco industry. If parents talk to their children about vaping, we can prevent disease and addiction. But parents need help with this. And doctors can offer that to them.
We interview concerned parents about their love for their children and their knowledge about the dangers of vaping. We let their children watch the interview without their knowledge. The children experience the real concerns of their parents. Doctors give all parents tips on how to make it easier to start the conversation.
A new study reveals how big the problem of vaping is in the Netherlands. Combined with the compelling film, this message was featured in all leading media. The stacked, organic reach was over 93 million, more than 3,000 prevention lesson packages were requested, the film is showing in 698 cinemas."
Vapes are sickening and addictive, but nevertheless increasingly popular among young people. Influencers (or creators) play an important role in this: by showing vapes in their content, they normalize their use, often without them realizing it.
We bring concerned doctors to youth platform Tiktok to address creators who show vapes about their responsibility. In personal videos, they present creators with a choice: Will you help the deadly tobacco industry with addicted young people or will you help the doctors prevent disease and addiction?
The campaign causes an explosion of attention: Within Tiktok, the doctors go viral, creators remove their vape content and promise not to show vapes anymore. Outside of Tiktok, all major (news) media cover this story, giving extensive attention to the dangers of vaping. It 's the conversation in talk shows, in class and at home at the dinner table."
Additional content
The consequences of smoking and the doctor who will soon have to treat are still too far away from the smoker.
Doctors leave their consulting rooms, take to the streets and talk to smokers. Say hello to your future medical appointment caused by smoking.
Doctors are invited in the media to tell their story. The conversation has begun.
Additional content
People already know how unhealthy smoking is for them, but a large proportion of smokers and non-smokers are unaware that the tobacco industry is cunningly misleading them.
What would it be like if all employees of the tobacco industry spoke the terrible truth over a drink?
The film acted as an eye-opener.
