Ensp Anti Smoking 17 Nov 2007

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Presentation for the ENSP European meting in Portugal November 2007 - the "2" presentation: in life we always have two choices...

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  • Ensp Anti Smoking 17 Nov 2007

    1. 1. ENSP Cascais 15 November 2007
    2. 2. <ul><li>integrating </li></ul><ul><li>Youth Marketing </li></ul><ul><li>+ </li></ul><ul><li>Social Media </li></ul><ul><li>applied to smoking prevention </li></ul>
    3. 3. <ul><li>Internet = new order </li></ul><ul><li>transparency </li></ul><ul><li>no secrets </li></ul><ul><li>disclaimers </li></ul>
    4. 4. <ul><li>teenagers </li></ul><ul><li>80-90% of smokers start by the age of 18 X </li></ul><ul><li>X Do popular students smoke? The association between popularity and smoking among middle school students   </li></ul><ul><li>Journal of Adolescent Health, Volume 37, Issue 4, Pages 323-329 </li></ul><ul><li>T. Valente, J. Unger, C. Johnson </li></ul><ul><li>80% of teens smoke + recognized brands </li></ul><ul><li>adults </li></ul><ul><li>99% do plenty of other stupid things </li></ul>
    5. 5. <ul><li>my disclaimers </li></ul><ul><li>not scientific </li></ul><ul><li>“ statistics don’t lie, statisticians do” </li></ul><ul><li>Nokia Executive </li></ul><ul><li>i smoke </li></ul><ul><li>1% that try to limit other stupid things </li></ul>
    6. 6. <ul><li>teenagers </li></ul><ul><li>+ popular a student is in middle school, + likely he or she is to smoke; </li></ul><ul><li>antismoking efforts will need to focus especially on popular kids; </li></ul><ul><li>peer pressure leads to submission & acceptance; </li></ul><ul><li>graphic images/messages ≠ feeling of being invincible and desire for immediacy </li></ul>
    7. 7. <ul><li>teenagers </li></ul><ul><li> smokers  addicted; </li></ul><ul><li>fear based anti-smoking BUT with integrated grass roots campaign </li></ul><ul><li>Truth ® campaign: </li></ul><ul><ul><li>Wake up & Pass it on </li></ul></ul><ul><ul><li>Rejection </li></ul></ul><ul><ul><li>New Norms </li></ul></ul><ul><ul><li>Knowledge is Control </li></ul></ul>
    8. 8. <ul><li>competition </li></ul><ul><li>an Industry acutely aware of serving young smokers’ emotional needs; </li></ul><ul><li>brands that are associated with the attributes of ‘youth’ ; </li></ul><ul><li>Industry with design marketing strategies that are deliberately ‘young’ </li></ul><ul><li>Marlboro is one of the strongest brands in the world </li></ul><ul><li>Death warnings & severe limitations on visibility… </li></ul>
    9. 9. <ul><li>social media </li></ul><ul><li>transparency; </li></ul><ul><li>conversation ( listening is implicit) </li></ul><ul><li>trust </li></ul><ul><li>speed </li></ul><ul><li>human voice - language ; </li></ul><ul><li>crowd wisdom - collective intelligence </li></ul>YES where there is collective intelligence you WILL find collective stupidity but it’s collective!
    10. 10. <ul><li>tools </li></ul><ul><li>social networks (MySpace/Facebook) </li></ul><ul><li>blogging </li></ul><ul><li>micro-blogging (twitter) </li></ul><ul><li>resources / Wikipedia </li></ul><ul><li>leverage the power of video; </li></ul><ul><li>consumer generated content </li></ul>become part of the global conversation!
    11. 11. <ul><li>music industry </li></ul><ul><li>had 2 choices: </li></ul><ul><li>work with loyal customers </li></ul><ul><li>or </li></ul><ul><li>threaten them with lawsuits </li></ul>
    12. 12. <ul><li>music industry </li></ul><ul><li>new marketing: </li></ul><ul><li>coercion </li></ul><ul><li>it’s the new way to make people buy music </li></ul>
    13. 13. <ul><li>Back Street Boys </li></ul>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???
    14. 14. <ul><li>apply same idea </li></ul><ul><li>new marketing (?): </li></ul><ul><li>fear </li></ul><ul><li>it’s the path to a healthier lifestyle </li></ul>
    15. 15. <ul><li>mash it up </li></ul><ul><li>redefine the ENSP brand ; </li></ul><ul><li>use the new (cheap & effective) communication channels; </li></ul><ul><li>adapt the communication to suit the audience & the channel etiquette; </li></ul><ul><li>integrate with a grass roots campaign; </li></ul><ul><li>empower teenagers with knowledge & reasons for making the right choice </li></ul><ul><li>respect their choice… don’t give up </li></ul>
    16. 16. <ul><li>how? </li></ul><ul><li>make the message tangible </li></ul><ul><li>provide peer-to-peer interaction </li></ul><ul><li>provide relevant communication channels for teens </li></ul><ul><li>seed the message among key audiences </li></ul><ul><li>join THEIR conversation </li></ul><ul><li>listen & whatever you do… </li></ul>DON’T INTERRUPT!
    17. 17. IGMarketing [email_address] Nuno Machado Lopes find me on:

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