Outdoor ad: ASA: ASA Logo

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ASA = Anti-Smoking Activists

The problem:

Rock stars and other celebrities smoke cigarettes. Celebrities are cool = smoking is cool.

How could the Finnish Cancer Society tell the youth that many celebrities are just addicted to smoking and would like to quit?

The solution:

We created ASA. It stands for Anti-Smoking Activist. The group gathers together Finnish celebrities who want to fight smoking. They can be rock stars, movie people, formula one drivers... anyone who wants to be an anti-smoking activist.

The first ASA-members were Finnish rock stars who got tired of smoking and quit at the same time. They got advice and support from the Cancer Society. People could follow their quitting in Facebook and on the ASA blog.

ASA is an ongoing project. New members are always welcome.

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"This is a great thing! It's good that this kind of things can be done nowadays. When we were young anti-smoking was not cool at all." - Leady & James from the band Winyls. They quit because of ASA and haven't smoked ever since.