上海卫生局：一口痰竟飞溅70米

文/am.kurt

吐痰？！恶心！随地吐痰？！！！缺德的恶心！

有没想过，你“嗬~呸~”一吐，貌似不起眼、仅一元硬币大小的分泌物，便携带者数以万计的细菌，从你口中飞溅而出，伴随着空气的流动，在成千上万人共同呼吸着的空气中划过一道1-5米的弧线后，将鲜活的细菌似撒播种子一般洒遍你身边70米的空间范围；也许你不怕受到细菌的二度伤害，也不担心过往陌生人的死活，可如果恰巧你的妻儿老小或者心仪对象陪在你身边，那么，你还会一吐“为快”吗？

上海卫生局为了大力普及“吐痰有害健康”的知识，特邀51位铅笔画大师，借以铅笔画生动、形象、逼真的表现方式，于公共街道上完成一幅辐射面70米的大型“痰”状物，以此告诫卫生知识匮乏的人士们，一吐虽畅快，是祸不是福！

Type of Entry: Graphic Design & Design Crafts
Category: Illustration
Advertiser/Client: PUBLIC HEALTH BUREAU OF FENGXIAN, SHANGHAI
Product/Service: PUBLIC AWARENESS OF SPITTING
Entrant Company: OGILVY SHANGHAI, CHINA
Design/Advertising Agency: OGILVY SHANGHAI, CHINA

Executive Creative Director: Kevin Lee (Ogilvy Shanghai)
Creative Director: Kevin Lee/Kit Ong/Kelvin Leong (Ogilvy Shanghai)
Copywriter: Kit Ong/Adams Fan (Ogilvy Shanghai)
Art Director: Xiao Kun/Siwen Bao/Deng Hua/Zhang Lei/Robin Wu/Kelvin Leong/Kevin Lee (Ogilvy Shanghai)
Photographer: Adams Fan/Bai He ()
Producer: Aywei Wong/Hon Foong/Chye Yee (Ogilvy Shanghai)
Designer: Nial/Deng Hua/Zhang Lei/Kelvin Leong/Kevin Lee (Ogilvy Shanghai)

Brief Explanation:
Most migrant workers have been educated the sputum in spits contains germs that spread diseases. But many do not know the germs are not contained within the spot of the spit. The wind helps to carry the germs that are in the spray of the spit to further distances. According to the Public Health Bureau Of Shanghai, germs can spread to as far as 70 meters depending on the wind conditions. So how do we make them see this fact?
Describe the brief from the client:
Spitting is a national habit in China. The Public Health Bureau Of Shanghai wanted an
anti-spitting public awareness campaign targeting migrant workers in Shanghai.
Description of how you arrived at the final design:
The solution is simple: make the germs visible. Make the message obvious to the migrant
workers. We created charcoal artworks that show how far the germs could spread from its source. A total of 51 artists consisting of graffiti artists, graphic designers, and fine arts students were involved in this gigantic piece of social art. And in the middle of the artwork we have an arrow that points to a spot of spit. On the arrow we fit in the message. We chose places that are near the migrant workers' living quarters to showcase the artwork.
Indication of how successful the outcome was in the market:
Public awareness was heightened further by various media coverage. The extra publicity
helped to spread the word about this unknown fact about spitting to more people.