The British Heart Foundation ‘hijacks’ cigarette packets in Blippar campaign

The British Heart Foundation has launched a campaign for No Smoking Day, on 13 March, that ‘hijacks’ cigarette packets, transforming them into virtual ‘swag’ showing smokers how else they could spend their money.

Swap Fags for Swag
Swap Fags for Swag

According to Blippar, which has created the technology behind the app, the project is the first time ever that product packaging has been hijacked using augmented-reality for a charity campaign.

Swipe the Government warnings to activate the app
Scan the Government warnings to activate the app

The app uses Blippar technology to allow people to scan the packets’ Government warning signs with a smartphone, revealing a ‘cloud of digital smoke’, out of which appears items such as cinema tickets, gadgets and planes and luggage, reflecting holidays, encouraging them to ‘swap fags for swag’, says Blippar.

Smokers are shown how else they could spend their cash
Smokers are shown how else they could spend their cash

The app works using recognition technology that has been programmed to recognise the standardised on-pack warnings, such as ‘Smoking Kills’ or ‘Smoking seriously harms you and others around you.’ All the graphics were designed by Blippar’s in-house team.


Have a holiday instead of a cigarette

Have a holiday instead of a cigarette

Betty McBride, director of policy and communications at the BHF, says, ‘The tobacco giants are notoriously protective about their slick cigarette packaging – here’s a bit of slick that does some good for once.’

Once the ‘swag’ items have been displayed to the user, the 3D interactive content will direct the smoker to the website, which provides resources to help smokers give up. The app can be used on IOS or Android devices on smartphones and tablets.

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