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)

Target Audience

The campaign engages everyday individuals who may not typically consider mental wellness programmes. By adopting a lightly recruitment-inspired tone, it presents participation as an open invitation, encouraging a broad demographic to recognise wellness as relevant and accessible to their daily lives.

Design Approach

The design incorporates gentle cues from recruitment communication—clear headlines, structured layouts, and direct messaging—without overshadowing warmth and approachability. Relatable illustrations and balanced colours reinforce inclusivity, highlighting that the initiative welcomes all people seeking emotional balance and preventive support.

Marketing Strategy

A multi-platform rollout leverages the approachable invitation style to encourage public engagement. By presenting wellness participation as an easy, natural step, the campaign broadens reach, strengthens trust, and positions the programme as an inclusive, community-focused mental wellbeing resource.