Directorate-General Health & Consumers (DG SANCO): Quit smoking with Barça

Client: European Commission
Brand: Directorate-General Health & Consumers (DG SANCO)
Agency: Saatchi & Saatchi Brussels
Category: General Healthcare & OTC Products
Country: Belgium

'Ex-Smokers are Unstoppable' is the European Commission (EC)'s successful anti-tobacco campaign running since June, 2011. Since launch, the campaign has seen the development of many programmes and initiatives to communicate the EC's quit smoking message to Europeans. The most recent of these, 'Quit Smoking With Barça', was developed with a view to increasing reach, engagement and ultimately influencing behavioural change of smokers across the 27 Member States of the EU.

'Ex-Smokers' and thus, 'Quit Smoking With Barca' achieves this end by uniquely emphasising all of the positive elements of becoming an ex-smoker, rather than communicating the negative consequences of the habit. This innovative 'football partner programme' emerged from an understanding that with a core target audience of 25-34 year old men we would need to find the right voice to mobilise our audience in a way that no public institution could. We concluded that football, a source of endless fascination and emotional involvement with a vast and loyal fanbase of young men was the natural next step.