Target Audience

The launch engages employers, CSR leaders, HR professionals, healthcare partners and media to promote workplace smoking cessation. It supports participating companies in implementing smoke-free policies and encourages organisational investment in employee health and wellbeing. 

Design Approach

The concept transforms the launch into a visual metaphor for cessation, using an interactive installation that symbolises dismantling smoking habits. This idea-driven gesture externalises behaviour change, reinforcing collective resolve for healthier corporate environments. (Project context summary)

Marketing Strategy

The ceremony’s experiential design becomes a focal element for press and stakeholder engagement, strengthening message recall. By embedding symbolic interaction into coverage and communication assets, the launch boosts visibility and positions the programme as impactful and socially responsible. (Project press)