Warc index
 

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 ...

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

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...