Public Affairs 2009 / 3rd place / HELP: For a life without tobacco

HELP: For a life without tobacco PR activities 2008 Latvia, Lithuania, Estonia 01.04.2009.

Introduction to HELP Kaspars Līcītis PR Studio

The problem
More than 650 , 000 avoidable deaths every year in the EU caused by smoking or passive smoking
100 , 604 , 000 smokers in the EU (27%), incl. 571 , 000 smokers in Latvia (32,7%) 701 , 000 smokers in Lithuania (27,3%) 343 , 000 smokers in Estonia (33,3%)

An initiative of the European Commission
The campaign objective
Adress one of the main causes of avoidable death s in the EU

An initiative of the European Commission That is to say : Make sure that SMOKE- FREE becomes the NEW standard in the 27 Member States.

Subjects Target audiences
Three issues:
Prevention
Cessation
Passive smoking
Specific targets:
Young people between 15 and 24
Young adults between 25 and 35
ENTITÉ

HELP – integrated Pan-European campaign PR Events WEB TV advertising

Implementation of HELP campaign
A consortium of agencies Ligaris (Paris), Ligaris Europe (Brussels) and Carat Global Management
A network of local PR agencies was in charge of organizing events and PR activities in every member state:
In Latvia - PR Studio
In Lithuania - Komunikacija ir konsultantai
In Estonia – Corpore
HELP progress:
First step : 2005-200 8
Second step : 2009-2010

Political context and partnershi ps
The necessary inclusion of key tobacco control stakeholders
The European Network for Smoking , constituted of 600 anti-smoking NGOs in Europe
The European Network of Quitlines
Health Ministries of EU Members States
Also European Youth Forum is involved in HELP activities
An Advisory Board to the HELP campaign, constituted of tobacco control experts, gives guidelines and advice regarding the strategic choices made in the campaign.

Public relations and events Campaign HELP: For a life without tobacco

HELP COmets tool
CO tests – COmets was developed as a specific way to engage audiences in the 27 Member States.
Easy to measure in expiratory air.
Excellent tool to present tobacco smoke as a dirty non friendly product
The COmets results are used as the basis for a European study led by Professor Bertrand Dautzenberg.

What is CO?
Carbon monoxide (CO) is a poisonous gas and one of the most dangerous constituents of cigarette smoke.
It is present in the air breathed in by smokers .
Non-smokers can also inhale CO in confined atmospheres where there are smokers.
.

Different CO mets programs
[email_address]
HELP Summer tour
HELP Winter tour
World No Tobacco Day (May, 31)
Sports events etc
About 340 , 000 CO tests have been carried out across the European Union in 2006-2008

Shortly about the COmets program results
From the survey made by professor Bertrand Dautzenberg: “Over the two years of CO testing of European citizens, the second analysis of the HELP COmets survey shows a decrease in lung pollution by carbon monoxide in non-smokers .
This is certainly due to:
The progress in tobacco control in Europe
National and European initiatives
Anti-tobacco campaigns and HELP in all European Member states

Media relations
Daily routine work to build HELP publicity and promote campaign ’s activities
Press releases
Press conferences
Media interviews
Over 6.800 press cuttings collected

Also ...
ENSP (European Network for Smoking Prevention) activities:
38 national projects by local ENSP organisations
HELP@SCHOOL: 5 , 400 educational kits distributed among teachers, including:
Latvia - 222
Lithuania - 211
Estonia - 213

PR activities in Latvia Kaspars Līcītis PR Studio

CO mets events 2008
A t otal of 5 , 460 people tested in 2008 :
35 days of CO-tests
8 major events, including 7 company events
Examples: Riga City Festival, Museum Night, Swedbank, BITE, Rīgas Satiksme, Jomas Street Festival, HELP winter tour, HELP&Schools, Latvian Parliament
A t otal of over 10,000 people tested in 2006-2008 .

Best COmets events 2008
Most successful events:
6 schools – 1,800 CO tests
Jomas Street Festival – 792 CO tests
Rīgas Satiksme – 540 CO tests
Musseum Night – 541 CO tests

HELP in Latvian Parliament

HELP in Latvian Schools

PR activities in Estonia 2008 Allar Tankler Corpore (EE)

COmets events 2008
A t otal of 4 , 200 people tested in 2008 :
18 days of CO-tests
15 major events
Examples: SEB Tartu Complex Event, Tallinn Student Days, Tallinn Old Town Days, Beach Youth Centre at Tallinn Stroomi Beach etc.
A t otal of over 12 , 000 people tested in 2006-2008 .

Best COmets events 2008
Most successful events:
Elcoteq company event 742 people tested
Tallinn Student Spring Days 6 76 people tested
SEB Tartu Bicycle Rally 643 people tested

Press event
Provided an overview of HELP activities and campaign COmets survey results
Time: October 23, 2008
Location: Ministry of Social Affairs press room
Speakers:
Emile Clemens, HELP coordinator, Ligaris Europe
Kristel Ojala, tobacco expert, National Institute for Health Development
Toivo Klaar, head of the European Commission Estonian Representation
Media attendance:
11 channels presented and published news items, plus interviews given to additional media

PR activities in Lithuania Migle Mackeviciute Komunikacija ir konsultantai (LT)

Events in year 2008
A total of 4,600 people tested in 2008
24 days of CO-tests
12 major events, including 6 company events
Examples: Ministry of Health, Kauno energija, Vilnius Municipality, Winter tour in Ignalina Skiing center etc.
A total of over 10,000 people tested in 2006-2008

Best events in year 2008
Most successful events 2008:
Summer tour – 2,016 people tested
Be2gether international music festival – 800 people tested
Summer tour 2008 - CO events in the most popular resorts of Lithuania for 10 days in a row.
Time: July 1-10, Palanga and Nida
Media:
Balticum TV reportage on evening news
5 journalists visited the tent
15 publications in printed media, 20 publications in the internet, 2 radio stations

HELP Summer tour 2008

Publicity of HELP Summer tour

THANK YOU!
HELP: For a life without tobacco Baltic Team:
Kaspars Licitis
Allar Tankler
Migle Mackeviciute

Public Affairs 2009 / 3rd place / HELP: For a life without tobacco

by Baltic PR Awards on Apr 08, 2009

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