HS Ad Wins Top Prize at Effie Awards with 'No-Dam Campaign'

Youth Smoking Cessation Intentions Increase to 42%... Advertising Effectiveness 'Ttokttok'

HS Ad's I Wish You Were No-Dam Campaign.

[Asia Economy Reporter Lim Chunhan] HS Ad announced on the 3rd that its planned and produced Ministry of Health and Welfare campaign, "I Hope You Are No-Dam," won the Grand Effie, the highest award at the 2022 Effie Awards.

In addition to the Grand Effie, HS Ad received a total of seven awards, including two Golds, two Silvers, and two Bronzes, and was selected as the Advertising Company of the Year. The Effie Awards, held in 51 countries worldwide, differ from other creative-focused advertising awards by evaluating the effectiveness of advertising campaigns based on how much they contribute to actual marketing performance.

The No-Dam campaign is one in which teenagers themselves become the speakers delivering the message, reinforcing and spreading a non-smoking attitude. With the slogan "I Hope You Are No-Dam," the sincere voices of teenagers express concern for friends tempted to smoke and encourage participation in non-smoking, gaining high praise for its persuasive message.

Actual youth intention to quit smoking increased from 33% before the campaign to 42% after its execution, and the percentage of respondents who said they would quit smoking within the next six months also rose from 21% to 25%, demonstrating a tangible increase in the will to quit smoking.

An HS Ad official said, "We are honored to receive the Grand Effie, which evaluates based on actual marketing performance," and added, "We will continue to strive to present more successful campaigns that move the market and consumers."