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THPF: The Smoking Kid - A personal message to the smokers
Jay Chiat Strategic Excellence Awards, Gold, October 2013
This case study describes how a campaign by the Thai Health Promotion Foundation (THPF), the state agency, used 'inside-out reflection' to encourage people to quit smoking.
This case study describes how a campaign by the Thai Health Promotion Foundation (THPF), the state agency, used 'inside-out reflection' to encourage people to quit smoking. Previous efforts by THPF to promote a free stop-smoking hotline had yielded unimpressive results. Scare tactics and emotional cues were rejected for this campaign as they had proved ineffective in the past: smokers had become 'immune' to these messages. The strategy of 'inside-out reflection' put smokers in a situation where their own voice served as the warning message. A 'Smoking Kid' approached adults who were smoking in public places, and asked to borrow a lighter for their own cigarette. The people approached refused, and told the children why smoking is bad. These approaches were filmed and then placed on social media, where they were widely shared and blogged about, and gained coverage in international media outlets. Calls to THPF's stop smoking hotline increased by 62%.
1600 Quitline: THPF Smoking Kid - A Personal Message to the Smokers
Sutatip Chadavadh and Kusuma Kusoltawee, Warc Prize for Asian Strategy, Asia First and Gold, 2013
This case study explains how the Thai Health Promotion Foundation employed a new approach called 'inside-out reflection' to promote its stop smoking 'Quitline'.
This case study explains how the Thai Health Promotion Foundation employed a new approach called 'inside-out reflection' to promote its stop smoking 'Quitline'. The 'Smoking Kid' was used to create a situation where smokers found themselves in a situation in which their own voice served as the warning message. Online media was used as a direct channel to communicate with smokers on a personal level. With a budget of just US$5,000 and no media spending, Smoking Kid had an enormous impact, becoming the organisations's most effective ever.
Cancer Research UK: The Answer is Plain
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign for Cancer Research UK, a charity, aimed to change minds about the need for plain cigarette packaging - reducing tobacco branding in order to reduce product appeal.
This campaign for Cancer Research UK, a charity, aimed to change minds about the need for plain cigarette packaging - reducing tobacco branding in order to reduce product appeal. The main aim was to gain 55,000 signatures for a petition lobbying the government for the change. Prior to the campaign, much of the British public believed that pack design did not influence children to take up smoking; this meant that ads needed to prove the power of branding on children. Using semiotics-based research, the charity created press ads and a short online film, featuring children talking enthusiastically about what they like about branded cigarette packs. The petition secured 79,000 signatures - at a media cost of 77p per signature - thereby creating pressure for regulatory change.
Institute of Advertising Practitioners in Ireland, Gold, Best Use of Research, AdFx Awards, 2012
This case describes a campaign in the Irish Republic that took a fresh approach on a reduced budget to persuade at least 10% more smokers year-on-year to quit their habit.
This case describes a campaign in the Irish Republic that took a fresh approach on a reduced budget to persuade at least 10% more smokers year-on-year to quit their habit. Communications targeted hardened smokers - those who had no foreseeable intention of stopping - with a message that resonated strongly in focus-group research: "1 in 2 smokers will die from a tobacco related disease". This was followed by the question: "Can you live with that?" Rather than demonising smokers, the campaign included them: smokers and ex-smokers were invited to participate on an online platform that contextualised the quitting issue against the emotional backdrop of human relationships. Content was fed into TV and outdoor, supported by search and Facebook activity, driving people to the campaign site, Quit.ie. In the first two weeks of the campaign, sign ups to Quit Plans were up 500% versus the same period the previous year. Other metrics and KPIs similarly increased. Taking into account longer-term savings in health costs, the campaign claims a potential ROI of nearly 40:1, an 83% improvement on the year before.
Health Promotion Board Singapore: I QUIT - From anti-smoking to pro-quitting
Sonal Narain and Jon Loke, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2012
Smoking was on the rise in Singapore with tough measures such as fear campaigns, taxation and legislation proving ineffective and resulting in smokers feeling marginalised and smoking more, not less.
Smoking was on the rise in Singapore with tough measures such as fear campaigns, taxation and legislation proving ineffective and resulting in smokers feeling marginalised and smoking more, not less. Instead of an anti-smoking campaign that would marginalise them further, a pro-quitting campaign was created to help people who were thinking about quitting carry through on their plans. The campaign spanned various touchpoints to create an environment that was conducive to quitting and that provided support through tools, resources and quit clubs. The results showed that every second smoker moved one step closer to quitting. The quitting success rate was three-times the international average; and the campaign achieved a paybackof 15.7.
Directorate-General Health & Consumers (DG SANCO): Ex-smokers are Unstoppable
European Association of Communications Agencies, Gold, Best innovative use of print Award, Euro Effies, 2012
Rather than offer a direct anti-smoking message, this campaign celebrates the ability of ex-smokers to stay away from tobacco.
Rather than offer a direct anti-smoking message, this campaign celebrates the ability of ex-smokers to stay away from tobacco. The target group was 25 to 34 year-olds in 27 markets across Europe. To kickstart the initiative, Facebook was used to recruit former smokers willing to share their stories and take part in a photo shoot. These participants became national ambassadors for the campaign and their stories were seeded with relevant bloggers. A later phase used print ads and online banners to give the campaign profile and to direct consumers to a set of online tools to help them stay away from cigarettes. This case study cites results such as numbers of users of the online tools, and increased positive word of mouth activity as evidence of the impact of its approach.
truth: Unsweetened truth
Effie Worldwide, Bronze, North America Effies 2012
In 2011, smoking was at an all-time low in the US but Big Tobacco was selling innovative and less expensive alternatives to cigarettes in flavors like Frost and Winterchill.
In 2011, smoking was at an all-time low in the US but Big Tobacco was selling innovative and less expensive alternatives to cigarettes in flavors like Frost and Winterchill. The Unsweetened truth campaign exposed teens to Big Tobacco's newest tactics to get customers hooked on tobacco by posing the question, "Why do they make tobacco taste sweet?" It was first launched as a 30 second cinema spot featuring six people suffering from horrific tobacco-related diseases "singing" on a parade float. The campaign successfully increased engagement with provocative social media and videos. Legacy's research also showed an increase in negative attitudes toward Big Tobacco, which has been a key indicator of teens' intentions not to smoke.
Smokefree North West: Take 7 steps out
James Dawkins, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards 2011
Smokefree North West used this campaign to persuade socially disadvantaged people in the north west of England to change their smoking behaviours, by focusing on the dangers of second hand smoke on children.
Smokefree North West used this campaign to persuade socially disadvantaged people in the north west of England to change their smoking behaviours, by focusing on the dangers of second hand smoke on children. Smoking levels in general are high in the target region: 23% of people in the region smoke in contrast to the UK average of 21%. The campaign included an above-the-line element (TV spots) with PR road show events. Research suggests that the campaign has worked to exact genuine behavioural change; for example, among those respondents who had seen the campaign, 19% suggested that it had actually made them go outside to smoke.
American Legacy Foundation (Truth): Do you have what it takes to be a tobacco exec?
Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011
Since 2000, the truth campaign ('an antidote to the marketing activities of Big Tobacco') has been educating U.S.
Since 2000, the truth campaign ('an antidote to the marketing activities of Big Tobacco') has been educating U.S. teenagers about the dangers of smoking and, in its opinion, the unscrupulous activities of tobacco companies. But by 2009 it was finding it increasingly difficult to engage its audience. The economic crisis and ensuing corporate scandals meant that tobacco companies no longer stood out. Equally, teens had access to a multiplicity of competing information sources on the internet. A segmentation study followed by qualitative research revealed some key insights: teenage rebellion is now about standing up for what you believe, not fighting; they respect authority figures to which they have access; they still think smoking is not a big deal; and all big companies are the same. As a result of these insights, a campaign was devised that asked teens a simple question: "Do you have what it takes to be a tobacco exec?" The objectives were to increase engagement with teens, drive the sharing of the truth message through digital content and fuel teens' negative perceptions of Big Tobacco. It did this by producing 13 TV commercials that used hidden cameras to capture people's real reactions during an interview with our a spoof tobacco company 'recruiter', who asked unsuspecting candidates if they were ok with selling a product that caused cancer and killed thousands of people per day. These ads were supported by a video-based website featuring polls and games. Visits to truth's online properties increased 19.5% over the previous year; content was shared 31,000 times; and 86% of the target audience felt negative towards tobacco companies.
Department of Health NHS Smokefree: A new approach to an old problem
Andy Nairn , Account Planning Group - (UK), Gold; Best presentation to judges, Creative Strategy Awards, 2011
Conventional wisdom had it that smokers needed to be scared into submission, through increasingly terrifying health messages.
Conventional wisdom had it that smokers needed to be scared into submission, through increasingly terrifying health messages. But this approach was becoming less and less effective. The strategic leap of this campaign by the UK National Health Service's Smokefree campaign was to shift the focus from the physical harm to the smoker, to the emotional upset caused to the smoker's family. This threat was both more motivating and harder to deny. The creative strategy was to simply allow real kids to speak for themselves, to their parents. The media leap was to give these children broadcast opportunities to make their personal appeals, targeting specific channels which they knew their parents would use. It's estimated that the new approach contributed to 1.6 million people making a quit attempt and saved the NHS £74m in the first three years alone.
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