Scottish government uses augmented reality in campaign against second-hand smoke

Campaign: The Scottish government used augmented reality

The Scottish government has employed augmented-reality technology for an experiential campaign to highlight the effects of second-hand smoke.

The campaign followed a commitment from the Scottish government – the first of its kind globally – to set a target of reducing the proportion of children exposed to second-hand smoke from 12 to six per cent.

The Scottish government appointed experiential marketing agency Kommando to take the augmented reality campaign – in which people could see the harmful effects of chemicals by looking at an empty living room through a tablet screen – to the streets.

Jill Walker, head of health marketing for the Scottish government, said: “From research we know that our target audience already think they are taking the necessary steps to protect their kids from second-hand smoke by not smoking in front of them, or opening the window as they smoke in another room.

“Just because you can’t see it, doesn’t mean it’s not there. Augmented reality has brought the harmful effects to life and really encouraged parents to think before they light up indoors again.”

Kommando worked with Story UK on the campaign.