Client: HCG Hospitals
Industry: Healthcare
Services Provided: Integrated Campaign, Theme Song, Digital Promotion, On-Ground Event
Timeline: 13 May – 31 May 2017 (27 Days)
Geography: India
The Challenge
Anti-tobacco communication is usually built on fear. Graphic warnings and threat-based messaging often fail to change behaviour, especially among people already desensitised to such visuals. HCG wanted a fresh approach that would inspire rather than frighten.
The Strategy
Instead of shaming tobacco users, the campaign celebrated those who had already quit and encouraged those who wished to quit. The thought “Let’s Not Scare Them, Let’s #ClapForThem” reframed the narrative from fear to motivation, creating a social wave of applause for real quitters.
Creative Execution
The campaign was rolled out through teaser films, a launch communication, and a dedicated theme song. On World No Tobacco Day, HCG hosted a Play + Talk Show + Felicitation ceremony for people who had quit tobacco. Digital promotions and activations amplified participation across age groups.
Impact & Results
With a one-month media budget of ₹8 lakh, HCG received calls from people aged 6 to 60 seeking help for their loved ones. The campaign generated positive citywide awareness, inspired real-time quitters to motivate others, and boosted turnout at follow-up camps.
The campaign won “Best Marketing Campaign” at the CMO Asia Healthcare Excellence Awards 2017, Singapore.
