WAN IFRA awards MiD DAY for its Smoke Free City Campaign

Mid Day has won WAN IFRA Young Readers award in the brand category for Smoke Free City campaign. The Smoke Free city campaign that MiD DAY did around World No Tobacco Day with a insight that tobacco consumptions may seem harmless, but every year millions of people suffer and die as the cigarette burns their lives. Even more are affected as the addiction takes away bread earners from thousands of families.

People get into the habit of smoking in the early days of their lives and get addicted to it. Also influencers play a big role in encouraging youngsters to smoke. Over the past 20 years, on World No Tobacco Day, various organizations all over the world unite towards spreading the message of kicking the butt and leading a healthy life.

Mid Day decided in putting out the killer flame before it clogs the lives of Mumbai's youth with Mid Day Smoke Free City Campaign on World No Tobacco Day. As a part of the campaign, the tabloid encouraged youth to pledge to light up lives instead of cigarettes. Mid Day also encouraged the youth to get their friends and family and loved ones to quit smoking and make their city smoke free for 24 hours on World No Tobacco Day -31st May 2011.

People who pledged with Mid Day received hourly updates from Mid Day on how to refrain from smoking, or from the urge to smoke. These tips came from Kokilaben Dhirubhai Ambani Hospital. Posters and standees were also been put up in select offices in Mumbai, encouraging people to pledge and give up smoking. Some of the pledges received through SMS and on the activity's Facebook page were printed in Mid Day.

Manajit Ghoshal, MD & CEO, Mid Day, tells Adgully, "This campaign was our way to show our readers that we care for the society. We recieved a fabolous response on the campaign. Gradually through the process some political parties also wanted to join in but we did not wish to make it a representative movement of a political ideology so we refrained from the association."

Ghoshal says that there were extended on-ground activation and mass-media activities that spread the message far and wide. "Winning this award has nothing but reassured our team's confidence and value," he adds.