EU-wide Anti-Tobacco Campaign: Experiences gained from HELP and the launch of the new campaign Gerhard Steffes Health Programme and Knowledge Management Unit C.1
The challenge of a campaign to create a unique, consistent and powerful communication solution to effectively reach young people in the 27 EU Member States to encourage a move towards a life without tobacco.
History of the EU campaigns 2002 – 2004 --- 2005 -------------------------- 2010 “ Feel Free to say no” (2002-2004) Help 1.0 “ For a life without tobacco” (2005-2008) Help 2.0 (2009-2010)
Target group and focus of HELP 15 – 24 age group PREVENTION 25 - 34 young adults cessation passive smoking
General Strategy: Web-driven
The core of the campaign was the www.help-eu.com website , available in 22 languages.
The strategy was supported by television and new media applications (such as mini-sites accessible via mobile phone).
Complemented by a series of EU‑wide and national public and press relations events.
Special focus on an interactive concept Collecting, presenting and implementing “Tips” from young people. The best tips were used as creative material. some have even been turned into future TV spots or used in online campaigns.
Some figures 15,6 million visitors to the Help website between 2005 and 2010. 43 % of all Europeans and 67 % of the 15-24 years old had seen one of the HELP advertisements in 2010. From 2005 to 2010 the HELP campaign was covered by 8.400 articles and reports in the media.
Encouraging participation and creativity TV spots Use of new technologies and social networks Involvement of Youth Organisations & Tobacco Control Community Events Monitoring & Evaluation Web site
HELP became one of the largest public health awareness-raising initiatives ever organised in the world.
Expierences gained from HELP
Further strengthening of the participative strategy with a strong focus on the web.
Capitalizing on the viral marketing and social media dimensions.
Further development and promotion of interactive tools.
The new anti-tobacco campaign A coherent and innovative pan-European campaign… … .to encourage smoking cessation.
Attract attention by focusing on the positive aspects of potential new behavior , instead of the negative consequences of current habits.
Target group and focus of the new campaign 25 – 34 age group CESSATION Prevention Passive smoking 27,9 million people
The 2 steps of the new campaign 1. Create awareness and generate traffic to the website. 2. Convert smokers to ex-smokers with i-Coach.
Timing of new anti-tobacco campaign 2011 ---------------------------------------- 2012 ---- 2013 LAUNCH 16. June 2011 Re- LAUNCH early September 2011
Key factors of the new campaign
Strategy builds on the past campaign, but ads a new and captivating twist: powerful, positive messaging.
A new genuine tool that helps people to achieve this difficult challenge.
Innovative media approach for this critical target audience, incorporating their most influential channels like social media, on a per country basis.
Further information www.help-eu.com www.exsmokers.eu
Thank you very much
for your attention !
EU tobacco policy International Treaties Legislation Campaigning