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Ministry Of Health and Family Welfare

Year(s) :  2009, 2010
Grant Recipient Type :  Government
Grantor :  World Lung Foundation (WLF)
Direct Grant :  No

This project supports MPOWER letter goal(s): W

Key achievement to date: With technical support from WLF, the Indian Ministry of Health & Family Welfare ran the "Sponge" campaign in 2009 and again in 2010. This Australian ad, adapted for Indian audiences, graphically depicts the amount of tar that collects inside an average smoker's lungs. The campaign uses visual and verbal metaphor: That lungs are like sponges, to demonstrate the amount of tar a pack-a-day smoker inhales each year.

Major accomplishments to date:

  • The campaign achieved an audience recall of 41%
  • The PSA ran on Indian TV channels, radio, and in cinemas in 11 languages
  • The campaign aired on more than 40 TV channels, 28 radio channels and hundreds of nationwide cinemas

World Lung Foundation
61 Broadway, Suite 2800   ·  New York, NY  10006
212-542-8870 (main)   ·
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