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%)

More than 650 , 000 avoidable deaths every year in the EU caused by smoking or passive smoking

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

The campaign objective

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

Three issues:

Prevention

Cessation

Passive smoking

Specific targets:

Young people between 15 and 24

Young adults between 25 and 35

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

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.

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.

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. .

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

[email_address]

HELP Summer tour

HELP Winter tour

World No Tobacco Day (May, 31)

Sports events etc

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

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

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

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 .

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

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 .

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

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

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

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

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

HELP: For a life without tobacco Baltic Team:

Kaspars Licitis

Allar Tankler

Migle Mackeviciute