Roche - The Integer Group® Italy




To raise awareness for the World No Tobacco Day Integer was asked by Roche to develop a prevention campaign against passive smoking.
The insight that 52% of children in Italy are regularly exposed to passive smoke led to the creation of Ector the Protector Bear, the first toy that protects children from smoke. Ector coughs every time someone smokes next to him thanks to a smoke detector linked to an audio device inside him. In this way Ector discourages smokers, notifies parents and educates children to stay away from the risks of smoking.
The awareness campaign "Ector The Protector Bear" has a dedicated website where more information about the risks of smoking can be found as well as a detailed description of the development process of Ector. This integrated campaign was created by Integer with the support of Trudi and The FabLab.