/
The challenge
The Ministry of Health created the #Rompe1cigarro campaign for adolescents to prevent and raise awareness about the danger of cigarette smoking.
The solution
MTG created a campain targeting children ages 10-14, focusing on the most popular social network for their demographic: TikTok. We worked with Chilean influencers such as Ignacia Antonia, Itay Vargas, and Tati Fernandez, who encouraged users to generate content by breaking a cigarette.
The campaign was well-received on TikTok and Instagram.
Main platform for content dissemination, where we target the followers of Ignacia Antonia, Itay Vargas, Tati Fernandez.
Secondary platform, used for traffic diversion and for communication with other entities.
The Results
200
Users uploaded more than 200 videos for the challenge.
10M
The hashtag #break1cigarro has 10M views on TikTok.