This presentation by Pierre Siquier, of the Ligaris Advertising agency, about the HELP campaign is to be delivered during the 4th European Conference on Tobacco or Health.
TARGETING THE YOUTH IN THE EUROPEAN UNION: THE HELP ANTI-TOBACCO CAMPAIGN
P. Siquier1.
1LIGARIS, Paris/France
Background
The Anti-tobacco campaign is the largest communication programme ever
conducted by the EU with a total budget of € 60 million over a
4-year-period (2004-08). The European Union, concerned by its 650 000
annual deaths attributed to smoking, tasked its Health Directorate to
run a communication programme simultaneously in all EU member states to
address young people with the issues of prevention, cessation and the
dangers of passive smoking.
The challenge
To deliver a unique, consistent and powerful communication solution
that would work across the 27 EU Member states and encourage a move
towards tobacco denormalisation with a message that could effectively
and credibly address Young Europeans target on the issue of tobacco.
The communication solution
The aim of the “Help, for a life without tobacco” campaign was to
develop a European “brand” for non smoking, and to use the same tools
as those used by commercial marketing (TV and Internet media campaigns,
a website in 22 languages, PR events and activities in the 27 MS).
Brand strategy was to avoid moralising and shock type messages and to
develop a campaign that could coexist with national anti-tobacco
communications. The EU is therefore positioned as a pan European source
of help and support for its citizens.
The creative strategy was based on one key insight : smoking makes us
engage in absurd behaviours. The creators therefore chose to illustrate
this insight by creating a bizarre parallel world where cigarettes were
replaced by paper whistles. This creative twist was used to illustrate
a variety of “absurd” situations that smoking provokes and to encourage
young smokers to re-think their behaviour. These messages were
positively evaluated through a pre-test conducted by Ipsos in 20
countries (40 focus groups).
The results :
- 1.7 billion media contacts
- 55% of young Europeans remember having seen at least one film.
- Strong approval rating for the TV campaign: 83% of under 25 year olds.
- 2.7 million single visits to the help website
- Over 260 events held Europe-wide
- The campaign was covered 3 900 times in the press/TV/radio/web
Also this article, in french (pdf)
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