Handing over ciggies for a good cause

Singapore

THE inaugural Give up for Good campaign, the brainchild of local creative agency Up & Up and the Singapore Cancer Society, took place on Dec 3 at Bugis+. It brought together three key stakeholders - smokers, corporates and cancer patients and their families.

"This is an idea that engages smokers directly by demonstrating the power of choice that they have with every stick of cigarette," said Anand A Vathiyar, managing director of Up & Up.