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Statistics show that every year 8,00,000 new cancer cases are registered - 3,20,000 of which are suffering from Head and Neck cancers largely attributed to tobacco habits. While, tobacco claims about 4.9 million deaths annually globally, an alarming 1 million of them are from India.
Over the years several advertising agencies and publishing houses have come forward to help us raise awareness about critical issues pertaining to tobacco consumption and cancer in general. Their efforts have won us many awards and accolades worldwide and have thus signaled the organisation's seriousness in dealing with tobacco issues and policy.
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The word cancer immediately invokes terror and thoughts of death in the minds of most people. At the same time, the incidence of cancer is on the rise. It is evident from one’s experience that it is becoming a more and more common disease with a case in every family. In fact, cancer is not something to be feared. A majority of cancers can be prevented by adopting healthy social practices and, if detected early, can be totally cured. In India, especially, there is a need for education and information on various aspects of cancer. Even educated patients have a problem accessing information which could help them to cope better with the disease.
Recognising this particular problem, Cancer Patients Aid Association has focused on ways and means to tackle it. Our appeals received overwhelming responses from the advertising, television & film fraternity as they joined hands on various occasions to create compelling & hard-hitting campaigns - print, billboards & short movies. Along with reaching out to a large number of people these, many of these campaigns won awards and accolades at international levels.
A
series of advertisements made by Contract Advertising also appeared in
Indian Express and Loksatta regarding Passive Smoking. Too often, smokers
endanger the lives of non-smokers by smoking in their presence. Recently,
studies have shown that such second hand smoke can also raise the risk
of contracting cancer significantly. The danger is especially grave for
children of parents who smoke. They are more likely to suffer from pneumonia
or bronchitis in the first two years of life than children who live in
smoke-free households. Several studies have also established a link with
sudden infant death syndrome (SIDS). Children of parents who smoke have
a twofold-increased risk of dying of SIDS.
CPAA is indeed grateful to these agencies for acting out of a sense of moral responsibility. Their efforts will help people to imbibe the message of Prevention and Early Detection.
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 The above poster was designed by Raheel Patel, Director, Design Dialogue. (+91 9979873283). |
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 Click to Play Director - Vihan Suryavanshi |
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(Click to Play)
Presentations (Select to download): The
Anti-Smoking advertisement entitled "Asterisk" enlisting all the harmful
chemicals that a cigarette contains was awarded 2 Silver Lions
in the category "Outdoor - Public Health and Safety". The ad
was created by O&M's Sujit Unni and Santosh Patil. The hard-hitting 'Second-hand
smoke kills' campaign created by O & M India under the
creative supervision of Mr. Piyush Pandey bagged several awards in
2002, viz:
The ad shows an elderly
man in a bus giving up his seat for a young smoker, implying that the
smoker is weaker. The idea was greeted with great enthusiasm at CPAA since
it conveyed the anti-smoking message without becoming threatening, as
many ads tend to be. CPAA has always tried to convey a positive, supportive
attitude rather than an intimidating, ominous kind. Our aim is to educate
the individual to make the right decision on his or her own. As one of the judges
said, "As a pack-a-day member of the target audience, I can tell you that
it's one of the few anti-smoking ads that presents a compelling argument.
On top of that, it's funny. A rare accomplishment in one of the most over-trodden
regions of probono land." Campaign magazine
was all praise for the involvement of CPAA as a "far-sighted client" which
resulted in an "explosive, exciting, fresh" ad, a match for the best creative
work anywhere in the world. Well done, O&M! CPAA's
website won the "Silver for Creative Excellence" in Internet Advertising
for Options Trikaya Grey in the Website Design category at the Ninth A&M
Awards, 2000. At the
33rd Annual All India Award ceremony of The Advertising Club, Bombay,
held on 31st March, 2000, CPAA's website was honoured with the silver
"Abby" for excellence in advertising in the Internet (Home Page/ Site)
category.
You can download the slides by first filling
your details in the form given below.
Year
2003
The
Anti-Smoking advertisement entitled "Cancer Cures Smoking" was
awarded the Gold Lion in the category " Outdoor Public Health and
Safety"
at the Cannes Lions
International Advertising Festival held in Cannes, France in June 2003.
The ad was created by O&M's Pushpinder Singh and Sagar
Mahabaleshwarkar with the Creative Director - Mr. Piyush
Pandey and the helm.
Year
2002
2002
was a milestone
year for
CPAA's awareness campaigns. A
DEAD horse and an overloaded bus brought India instant
International glory.
Year
2001
It
was for the first time in the 15-year-old history of Media Magazine's
Asian Advertising Awards that an Indian agency, Ogilvy & Mather, Mumbai
managed to capture the top prize-"The Best of the Best Spike" for CPAA's
anti-smoking TV ad entitled "The Journey." The prestigious award which
was given in front of an audience consisting of 500 of the leading lights
in the advertising world at Hong Kong's Grand Hyatt, is especially satisfying
since Asian advertisements are generally considered "eye-wateringly dreadful"
as the advertising industry's magazine "Campaign" termed them.
CPAA's
Website www.cpaaindia.org
gets A&M Award
CPAA's
Website www.cpaaindia.org
Awarded ABBY Silver