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Campaign: Smoking babies

Client: National Cancer Society Malaysia WPP company: Y&R, Kuala Lumpur

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The National Cancer Society Malaysia (NCSM) provides education, care and support services for people affected by cancer and was the first cancer-related NGO in Kuala Lumpur. It is estimated that one in four Malaysians will develop cancer by the age of 75, yet many expectant mums still choose to smoke.

Together with the NCSM, Y&R initiated a campaign to educate and remind pregnant women and new mothers about the effects smoking has on their babies. The campaign, worth $15,000 of agency time, consisted of three powerful images dramatizing how a mother’s smoking has a direct effect on an unborn child or young baby. The posters were displayed in clinics throughout Kuala Lumpur.

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