ABOUT

BRIEF
The Ministry of Health from the Government of Chile, calls for a public tender for the communication campaign service of health risks associated with the consumption of tobacco and electronic cigarettes, "Choose NOT to smoke 2022".

CONTEXT
Chile is one of the countries with the highest consumption of anime in the world, at the same time it’s the country with the highest consumption of tobacco in America. Starting both addictions between the ages of 12 and 14. This inspired us to raise awareness through content specially designed for them.

IDEA
We created and produced the first anime miniseries in Chile with two chapters based on two real stories about the fatal consequences of smoking. An integrated digital campaign that not only seeks to visualize a problem, but also the Chilean talent in manga and anime.

RESULTS
We reach to 95% of our country’s youth on social media with 4.049.770 of TOTAL REACH.

Increasing impressions by 150% more than expected with 16.946.401 IMPRESSIONS and 71% more views with 8.169.217 VIEWS.

Archieving the Ministry of Health’s most successful awareness campaign ever with over 30.000 POSITIVE REACTIONS.