Scottish Govt uses AR in anti second-hand smoke roadshow

The Scottish Government has partnered with Kommando Experiential Marketing and Story UK to deliver a 29-date augmented reality (AR) tour, coined 'Take it Right Outside'.

The augmented reality tour will stop off at 29 locations
The augmented reality tour will stop off at 29 locations

Central to the tour is a custom-built living room space that uses AR to illustrate the effects that second hand smoke can have on children.

Using the technology, parents view their own child surrounded by the chemicals contained in cigarette smoke, and blackened lungs appear to inhale and exhale on their chest – tactics that are designed to add a personal touch to the campaign.

After taking part in the AR activity, families are then quite literally asked to ‘Take it Right Outside’ via a door in the living room. Participants are met by a photographer, who captures an image of them and hands it over in a frame complete with the tag line: ‘Our homes are smoke free’.

Brand ambassadors are on hand at the space to offer advice and information for reducing second-hand smoke in the home, meanwhile visitors are able to take informative flyers, door hangers and car air fresheners home with them.

Those who are unable to visit the space can upload their pledge images to an online gallery and share them via social media. 

The tour is set to visit supermarkets and shopping centres across Scotland throughout October and November.

Jacqueline McMillan, account director at Kommando, said: "Augmented reality is one of the most exciting technologies around. It bridges the gap between the real world and digital information systems. 

"We felt the technology was the best way to bring the invisible to life, creating a memorable and educational experience. It’s a hard-hitting and important message, but the concept provides an immersive and engaging way to reach our audience and hopefully initiate behaviour change."

Jill Walker, head of health marketing at The Scottish Government, added: "From research we know that our target audience is not aware that they need to do more to protect their kids from smoke. Because 85% of second-hand smoke is invisible and odourless, many believe that if they can’t see or smell smoke, it isn’t there. 

"The opposite is true and we believe this approach will help us reach those audiences and contribute to reducing the proportion of children in Scotland exposed to second-hand smoke in the home."  

More: Coughing bus stop lands in Scotland for lung cancer

Destination - We're all off to Glasgow

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