Ensp Anti Smoking 17 Nov 2007

Slide 1: ENSP Cascais 15 November 2007

Slide 2: integrating Youth Marketing + Social Media applied to smoking prevention

Slide 3: Internet = new order …transparency …no secrets …disclaimers

Slide 4: teenagers 80-90% of smokers start by the age of 18 X X Do popular students smoke? The association between popularity and smoking among middle school students Journal of Adolescent Health, Volume 37, Issue 4, Pages 323-329 T. Valente, J. Unger, C. Johnson 80% of teens smoke + recognized brands adults 99% do plenty of other stupid things

Slide 5: mydisclaimers …not scientific “statistics don’t lie, statisticians do” Nokia Executive …i smoke 1% that try to limit other stupid things

Slide 6: teenagers … + popular a student is in middle school, + likely he or she is to smoke; … antismoking efforts will need to focus especially on popular kids; … peer pressure leads to submission & acceptance; … graphic images/messages ≠ feeling of being invincible and desire for immediacy

Slide 7: teenagers …  smokers  addicted; … fear based anti-smoking BUT with integrated grass roots campaign … Truth® campaign: … Wake up & Pass it on … Rejection … New Norms … Knowledge is Control

Slide 8: competition … an Industry acutely aware of serving young smokers’ emotional needs; … brands that are associated with the attributes of ‘youth’; … Industry with design marketing strategies that are deliberately ‘young’ Marlboro is one of the strongest brands in the world Death warnings & severe limitations on visibility…

Slide 9: social media … transparency; … conversation (listening is implicit) … trust … speed … human voice - language; … crowd wisdom - collective intelligence YES where there is collective intelligence you WILL find collective stupidity but it’s collective!

Slide 10: tools … social networks (MySpace/Facebook) … blogging … micro-blogging (twitter) … resources / Wikipedia … leverage the power of video; … consumer generated content become part of the global conversation!

Slide 11: music industry had 2 choices: work with loyal customers or threaten them with lawsuits

Slide 12: music industry new marketing: coercion it’s the new way to make people buy music

Slide 13: Back Street Boys Over 5 Million Views YouTube Over 5 Million Views Google First 32 pages on Google Search “real” BSB 125,000 Views – 33rd Google page Who ARE the real BSB???

Slide 14: apply same idea new marketing (?): fear it’s the path to a healthier lifestyle

Slide 15: mash it up … redefine the ENSP brand; … use the new (cheap & effective) communication channels; … adapt the communication to suit the audience & the channel etiquette; … integrate with a grass roots campaign; … empower teenagers with knowledge & reasons for making the right choice … respect their choice… don’t give up

Slide 16: how? … make the message tangible … provide peer-to-peer interaction … provide relevant communication channels for teens … seed the message among key audiences … join THEIR conversation … listen & whatever you do… DON’T INTERRUPT!

Slide 17: IGMarketing nuno.lopes@ig-marketing.com Nuno Machado Lopes find me on: