This campaign represented a new approach in Norway when it was launched in 2006. Three people who all have COPD (chronic obstructive pulmonary disease)tell their emotional story.
Focus on COPD in 2006
Ever since 2003 mass media campaigns have been an important part of Norway's tobacco control efforts. The reason for this was the government's goal to reduce youth smoking prevalence by 50 % during the five years from 2002 to 2007.
New Years campaign 2006 – how and why
This campaign represents a new approach in Norway. Three people who all have COPD (chronic obstructive pulmonary disease)tell their emotional story. By using real stories and real people we hope to communicate how this disease leads to a reduced quality of life. This campaign will show the risk that smokers have of getting sick at a relatively young age, and how difficult even mundane everyday tasks are. For many people it means giving up the lifestyle they’re used to at a far too early age.
Strong emotional campaign messages have been used in countries were mass media is an integrated part of tobacco control. This strategy has been used, among other places, in the USA, Australia, Canada and England. Real stories from real people make the message genuine and credible.
This campaign is only one of the many initiatives to reduce youth smoking prevalence. This is still the main goal. One might think that such campaigns have less effect on youth than adults. However both national and international studies show that adults and young people react in largely the same way. Mature messages seem to be the best way to communicate serious issues. We also know that smoking is a behaviour that is easily influenced by social norms. To reduce youth smoking, one must at the same time denormalise smoking as a social phenomenon. It is therefore a goal in itself to motivate all smokers, in all age groups, to quit smoking.
COPD is a relatively little known disease in Norway. Many who suffer from COPD haven’t been diagnosed, or been offered treatment or cessation aid. The campaign will be instrumental in increasing knowledge about this disease and could have a major impact on an individual basis. The more smokers who learn about the disease, the more likely they will be to quit before they become too sick. Those who already have COPD in its latter stages, will be able to get cessation support and keep the disease in check.
Scientific studies show that repeated and intensive mass media campaigns are effective measures to reduce tobacco consumption. It is important that they are an integrated part of an otherwise comprehensive tobacco control strategy. How the message should be presented is less documented, but research shows that strong emotional messages have effect. A campaign needs to appeal to “heart, head and gut feeling” to effectively change smoking behaviour. We are sure that this campaign will have the desired effect.
Comments