The “Tobacco Control Campaign 2025” was implemented by Sixth Sense Media for the Vietnam Tobacco Control Fund in Hanoi, Ho Chi Minh City (HCMC), and Da Nang. The campaign utilized bus and bus shelter advertising to optimize brand recognition, increase contact frequency, deliver health messages, and encourage smoking cessation.

1. Campaign Overview

• Campaign Name: Tobacco Control
• Brand/Executing Unit: Vietnam Tobacco Control Fund – Ministry of Health (MoH)
• Sector: Cultural Communication – Public Health
• Execution Period: September 1st, 2025 – November 30th, 2025
• Locations: Hanoi, Ho Chi Minh City (HCMC), Da Nang
• Advertising Format: Die-cut window-climbing bus advertising combined with bus shelter advertising – A widespread OOH communication system integrated into the daily commute of urban residents.

2. Background

In Vietnam, the smoking rate remains high, especially among adult males. According to statistics from the Ministry of Health, over 40% of Vietnamese men smoke, leading to a massive burden of illness and treatment costs for smoking-related diseases.

Passive smoke not only directly affects smokers’ health but also threatens millions of women and children who live or work in environments with smoke.

Given this situation, the Vietnam Tobacco Control Fund launched the mass communication campaign “Tobacco Control” with the goal of raising community awareness, changing smoking behavior, and minimizing exposure to smoke in public places, especially in large cities.

3. Campaign Objectives

• Widely disseminate legal regulations on the prevention and control of tobacco harm.
• Raise community awareness about the harmful effects of traditional tobacco, e-cigarettes, and heated tobacco products.
• Promote specific actions: Quitting smoking, protecting personal and family health.
• Spread the message “Smoke-Free Family” – aiming to build a civilized, healthy community.

4. Strategy & Messaging

Insight

Smokers often know the harm but lack the motivation to change, while their loved ones bear the heaviest impact of the smoke. Therefore, a campaign that touches on family emotion is needed to help smokers “see the reason to stop.”

Big Idea

“Quit Smoking for Those You Love” – evoking affection, responsibility, and the positive image of a man within the family and a civilized person in society.

Key Messages

The campaign was deployed simultaneously with various specific messages, both emotional and legal:

• Tobacco smoke contains 69 carcinogens – Quit today!
• Love your family, don’t smoke.
• Every smoke-free family is a healthy home.
• Your child needs a healthy father, not smoke.
• I choose to quit smoking for the ones I love – How about you?
• Using e-cigarettes and heated tobacco products is against the law.
• Civilized people do not smoke in public.
• Compliance with regulations prohibiting the use, production, trade, import, and transport of e-cigarettes and heated tobacco products is the responsibility of every individual and organization.

5. Communication Channels

Bus Wrap Advertising (Window-Climbing)

• Continuous coverage on key routes, especially in central areas, near hospitals, and schools—places with high public concentration.
• Large, mobile display area helps images and messages reach millions of people daily.
• The wrap was implemented with striking PP decal on the bus body, combined harmoniously with mesh decal on the windows to ensure both aesthetics and safety during transit.

Bus Shelter Advertising

• Long contact time: Viewers can read and memorize the message while waiting for the bus.
• Direct visibility, good lighting: Suitable for conveying clear, in-depth public awareness messages.
• Widespread coverage across three major cities, creating a resonant OOH communication network and synchronizing the campaign’s visuals.

→ The combination of buses and bus shelters creates a harmonious mobile – fixed communication ecosystem, ensuring both wide spread and deep impression in public awareness.

6. Sixth Sense Media’s Involvement

As a partner deploying communication for the Tobacco Control Fund, Sixth Sense Media feels incredibly proud and honored to contribute to disseminating these positive social messages. We undertook:

• Strategic selection of bus routes and shelter locations – ensuring maximum display effectiveness in central urban areas.
• Design and production of campaign visual identity, consistent with national communication messages.
• Transparent operational supervision and reporting, helping the Fund monitor real-time progress and communication effectiveness.
• Support for acceptance photos and communication photos, contributing to a more impactful media outreach.

With experience in deploying numerous OOH advertising projects for social organizations, government agencies, and major corporations, Sixth Sense Media continues to affirm its role as a professional partner in the field of community-focused Out-of-Home advertising.

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