Kochi: In a first-of-its-kind radio awareness initiative marking World No Tobacco Day, Club FM launched an innovative campaign that literally turned back time to highlight the harmful impact of smoking.
Listeners across Kerala were left puzzled when they noticed that the station’s clock had been moved back by 20 minutes. What initially appeared to be a technical malfunction quickly sparked widespread curiosity, with listeners flooding phone lines, sending messages, and taking to social media to speculate about the unusual occurrence.
The unexpected disruption was later revealed to be a carefully planned public-awareness campaign built around a powerful message:
“Every cigarette can reduce your life by approximately 20 minutes.”
To bring this message to life, Club FM symbolically “returned” 20 minutes by reversing its station clock, creating an experience that encouraged audiences to pause, question, and engage with the campaign’s underlying health message.
The concept originated from within the station itself. The idea was suggested by Reshma, a member of Club FM’s technical team, before evolving into a large-scale awareness initiative across the state.
Commenting on the campaign, RJ Rafi, Creative Head, Club FM, said, “It shows that great ideas can come from anywhere, and that Club FM is a place where creativity is valued.”
Highlighting the station’s commitment to innovation, Jayakrishnan, General Manager, Club FM, said, “Club FM has always believed in creating disruptive content that sparks conversations. We constantly challenge conventional media thinking, and this campaign is another example of how radio can still surprise people and make a meaningful impact.”
The initiative also received praise from the leadership of the Mathrubhumi Group.
Mayura Shreyams, Director, Digital Operations, Mathrubhumi Group, added, “As a legacy media brand, we believe in pushing boundaries and attempting ideas that others may hesitate to try. This campaign demonstrates the courage, creativity, and commitment of our team. I congratulate everyone involved in bringing this powerful idea to life.”
The campaign leveraged the power of radio as a real-time medium to create a memorable public-health message, using disruption as a tool to capture attention and drive awareness around the dangers of tobacco consumption.
By transforming a simple clock adjustment into a statewide conversation, Club FM demonstrated how creative storytelling and innovative media execution can amplify social causes and engage audiences in meaningful ways.
With this initiative, the station further reinforced its reputation for producing impactful public-interest campaigns while showcasing radio’s continued relevance as a medium capable of creating real-world awareness and behavioural conversations.
As the campaign’s central message reminds listeners, when it comes to tobacco consumption, every minute matters.
