The Thai Health Promotion Foundation (THPF) is an NGO which helps people quit smoking through practical tips and advice. In 2012, Ogilvy & Mather Bangkok was tasked with creating a campaign that would encourage people to call their hotline. Rather than bombarding people with smoking-related health risks, which most smokers are already aware of, O&M decided to take a different tack. Two children were hired to approach smokers and ask for a light. The smokers all refused and lectured the children on the dangers of smoking. They were then handed a THPF brochure which asked “You worry about me, but why not about yourself?” The exchanges were filmed and broadcast on YouTube where within just three days they garnered over 5 million views. The video attracted local and international journalists who discussed the campaign on Thailand's top news outlets, as well as Al Jazeera, Reuters and Fox News to name a few. The campaign was recognised at the Spikes Asia and Cannes Lions awards. Most importantly, calls to the THPF hotline increased by 40%.