ASH is an anti-smoking charity dedicated to reducing the capacity of British American Tobacco (BAT). BAT is holding their annual general meeting at the FULLERTON HOTEL in Singapore.

Brief:

Create ambient advertising and guerrilla activity/stunt that will cause embarrassments to BAT and its shareholders outside the venue. Also, come up with ideas that will attract the public’s attention and result in PR-able media for ASH – Think of the coverage in the papers.

Strategy:

Let Singapore know the annual  tobacco related death toll here through a shock movement. The Chinese Funeral.

Teaser: The day before the stunt.

Red paper alike the ones pasted at void decks of Chinese funerals will be pasted all over the Raffles Place MRT and the surrounding buildings.

Actual Stunt Day :

“Press Ad”

Red photocopied leaflets to be “ambush” inserted into the newspaper stacks around Raffles Place in the morning (due to budget and legal issues). And later during lunch ASH volunteers will dress in the mourners outfit and distribute these flyers.

Mobile Blast:

An SMS will be sent out three times that day urging the recipients to forward them. Times are 9 am, 1 pm and 4 30 pm.

Ambient:

2555 individually numbered Chinese Paper Dolls (used to burn for the dead) will be placed around the Raffles Place MRT area. These dolls will be planted the night before the stunt.

Banner:

Double Sided Funeral Banners to be strung up between lampposts, At all the exits of Raffles Place MRT. Done the night before.

Stunt:

At 7 30 pm one volunteer will announce for everyone participating to gather around. And once grouped, there will be a brief explanation on the dolls and their significance, the 2555 and the campaign. Also details on the smoking death toll in Singapore. Next we observe a minute of silence. Once the minute is over the announcer will talk about ASH Singapore and its launch/recruitment drive that day and also the BAT AGM happening at the Fullerton and will urge the crowd to take a walk to the Fullerton.

While the crowd is walking towards the Fullerton, a wreath made of 2555 cigarette boxes will be put up in front of the Fullerton.

Simultaneously, all the dolls will be gathered and brought over to the Fullerton and dumped there. Then the announcer will tell the BAT, the media and all gathered there the reason for the campaign and the death toll. And also announce to go to ash.org.sg for more details and to watch the video.

Video:

The whole campaign from us putting up the red papers, and slotting the flyers into the newspapers, planting of the dolls at night to the dolls dumped at the Fullerton will be documented to be virally distributed on all available free platforms such as youtube.com, mobile mms videos.

Wreath:

A simple layout of the wreath.