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Award-winning case study
1.
Ex - re-learn life without cigarrettes campaign
ARF Ogilvy Awards, Health and Public Service, Gold, GSD&M Idea City, 2009
This papers describes an anti-smoking campaign (2007-8) for the American Legacy Foundation, promoting EX®, an innovative public health program designed to speak to smokers in their own language a ...

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Case Study
2.
Asthma Fund Holland - COPD Kills (Netherlands)
Promotional Marketing Council, Bronze (Cause or Charity/Non-profit Marketing), IMC European Awards 2008
There was a need to increase awareness and knowledge about COPD among the general public and the at-risk group (smokers/ex-smokers from age 40 upwards). Research and provision of information was recei

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Case Study
3.
Minnesota Partnership for Action against Tobacco: Minnesota Partnership For Action Against Tobacco campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1027-1030
The Minnesota Partnership for Action against Tobacco (MPAAT) was created in 1998 with funding from that state's individual out-of-court settlement of its suit against tobacco companies. Charged ...

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Case Study
4.
GlaxoSmithKline plc: Power To Quit campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.661-668
NicoDerm CQ, a sticky patch that adhered to the skin and delivered a steady flow of nicotine to help ease the physical withdrawal symptoms associated with quitting smoking, was introduced by its manuf ...

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Case Study
5.
Altria Group Inc.: It's A Woman Thing campaign
Megan Mcnamer, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.55-58
The slogan Philip Morris Companies Inc. used in 1968 to launch its Virginia Slims campaign—"You've Come a Long Way, Baby"—effectively combined the two seemingly diss ...

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Award-winning case study
6.
British Heart Foundation - How advertising helped the British Heart Foundation get 'Under the Skin' of hardened smokers
Tim Postle, Gorse Jeffries, Claire Marker and David Bratt, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2006
This 2002-04 anti-smoking campaign for the British Heart Foundation targeted hardened smokers that have previously tried, and failed, to give up smoking on three or more occasions. The plan was to rem ...

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Award-winning case study
7.
Nicorette - Sold not dispensed: the power of consumer brands vs. pharmaceutical brands
Toby Horry and James Miller, Institute of Practitioners in Advertising, Best Idea & Silver, IPA Effectiveness Awards, 2006
This paper discusses the 2001-04 multi-country campaign for Nicorette, the quit-smoking aid from Pfizer. The brand faced the problem of needing to distinguish itself from the competition in order to d ...

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Award-winning case study
8.
JT Internacional (Spain) - Camélame
Promotional Marketing Council, Silver, PMC European Awards 2006
Andalusia is a strategic zone for the brand as it represents 25% of cigarette consumption in the sub-premium segment, where Camel is positioned. However, Camel has a lower market share here than in th ...

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Case Study
9.
British Heart Foundation - Why making an enemy of cigarettes is better than making an enemy of the smoker
Kate Waters, Account Planning Group - (UK), Silver, Creative Planning Awards 2005
This article describes the 'fatty cigarette' campaign for the British Heart Foundation (BHF). Older smokers resisted anti-smoking activity because they perceived it as attacking them, and didn't under ...

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Award-winning case study
10.
Tobacco Control - WARNING: advertising can seriously improve your health: how the integration of advertisers made advertising more powerful than word of mouth
Frank Reitgassl, Anna Marie Kilpatrick, Annabelle Watson, Clare Hutchinson, Jane Dorsett and Kate Waters, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2004
This paper shows how the Government, via a coalition of related brands (NHS, Cancer Research UK and British Heart Foundation), has successfully waged a war on tobacco. Since 2000, 1.1 million fewer pe ...

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Award-winning case study
11.
Cold Turkey: How a giant cigarette took Nicorette to brand leadership
Lucette Parkes and Peter Currey, Advertising Federation of Australia, Bronze, Advertising Effectiveness Awards, 2002
The case describes a campaing that sought to make Nicorette the number one NRT brand by end of 2001, as measured by sales/market share and brand/advertising KPIs. Annual sales in Nicorette gum increas ...

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Award-winning case study
12.
Zyban
The Communication Agencies Association of New Zealand, Advertising Effectiveness Awards, 2002
This case study describes a relaunch of Zyban, a prescription medicine to help smokers to give up. The campaign was designed to reverse the decline in the brand's fortunes which was due to competitiv ...

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Award-winning case study
13.
How do you persuade Australians to stop using a product as addictive as Heroin?
Martin Rippon and Julia Taylor Bigg, Advertising Federation of Australia, Advertising Effectiveness Awards, 2000, pp.1-22
Anti-smoking campaign, 1997-2000, on behalf of the Australian federal government (Commonwealth Department of Health and Aged Care (Population Health Social Marketing Unit)). Resulted in 1.8% drop in t ...

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