Standard Packs, making change happen. Dr. Jean King CRUK
Standard Packs: Making change happenDr. Jean KingDirector of Tobacco Control, Cancer Research UK
Standard packs -Making change happenEAC Workshop, Dublin 30.5.13Jean King & RobinHewingsCancer Research UK
Packs are designed to be attractive and communicate the “personality” of a brand;just as designer products are social cues to style, status, values and character,cigarettes can be “badge products”Evidence shows that tobacco branding works
“Plain packaging” could look like this:Example based on the packs Australia plans tointroduce.Duty paidstampremainsStandardisedmethod ofopeningRemoval ofbrandingHealthwarningremainsBrand name instandard typeface, colour &sizeStandardisedshapeStandardisedcolour
How we knowSystematic review commissioned bythe UK Department of HealthTobacco industry documents examinedby Cancer Research UK researchers•A total of 37 key studies were included thatmet stringent methodological and relevancecriteria•Leading Cancer Research UK researchers wereinvolved•Released as part of legal action in the USA•Obtained by the Health Select Committee in1999•Trade journals and magazines
The systematic review looked at quantitativeresearchAll 19 quantitative studies examining theattractiveness of plain packs found theywere less attractive than brandedequivalent packsThose studies that tested a range ofbranded and unbranded packs found that,the plainer the pack, the less attractive itbecame
Qualitative research fitted with these findings10 studies examined appeal - four themesexplain why plain packs rated as lessattractive, of lower quality and had a poorerimage13 studies looked at perceptions ofsmoker identity and personality•Have colours with negative connotations•Weaken attachment to brands•Project a less desirable smoker identity•Expose the reality of smokingPlain packs consistently received lowerratings for attributes (such as ‘popular’and ‘cool’) than branded packs
.. and reflect the findings of focus group researchdone by Cancer Research UK researchers“It looks as if you’re more mature.Better and more popular.”It makes me feel quite cool ... It makesyou feel stylish and that, kind of upperclass.”Some branded packs had anemotional impact, withteenagers saying:Talking about feminine‘superslim’ cigarettes, girls said:“If any of them are attractive, it’sthat one just because it’s kind ofperfume shaped”.“They look too colourful to beharmful.”
Tobacco documents examined byCancer Research UK researchersInternal documents show:•Brand packaging is a key promotional tool and its importance hasgrown as it becomes one of the last marketing vehicles•Young people and females have been especially targetedQuotes from the industryAn internal Philip Morris presentation said: “Our final communication vehicle with oursmokers is the pack itself. In the absence of any other marketing messages, ourpackaging… is the sole communicator of our brand essence. Put another way: When youdon’t have anything else, our packaging is our marketing.”President of Brown and Williamson (a subsidiary of BAT): “... if you smoke, a cigarettepack is one of the few things you use regularly that makes a statement about you. Acigarette pack is the only thing you take out of your pocket 20 times a day and lay out foreveryone to see.”
An audit of the tobacco retail press in 2009-2011 shows the importance of packagingAn increasing number of mentions ofinnovative packagingA number of reports in the retail press ofhow new packaging designs have boostedsalesSilk Cut Superslims led to year on yeargrowth of 122% between 2008 and 2009The Marlboro Bright Leaf opens like acigarette lighter with a ‘click’ sound
The tobacco industry has every reason to hateplain packaging...It reduces the attractiveness of theirproducts and is estimated to lose thembillions in profitsThe tobacco industry campaign startedquietly but seeing our campaign rapidlyescalated in JuneFront groups Media storiesAdvertisingFieldmarketing
Brands will only compete on price -smoking will become cheaper...but their arguments are weakTrademark rights are arbitrarilyappropriated by the GovernmentAny fall in price can be offset by a rise intax to prevent cigarettes becoming moreaffordableNothing is confiscated – plain packagingonly regulates how trademarks are used –they regularly lose court casesShall shopkeepers can’t easily findpackets and so lose customResearch shows that plain packs areas easy and quick to serve
Claims about smuggling do not make senseLuk Joossens’s report showsThe tobacco industry exaggeratesthe scale of smuggling• The tobacco industry has a poorrecord on smuggling• The existing packs are already easy toforge• They’re so cheap to make theycannot get any cheaper• While still a problem, it has halvedsince its peak to 10% for cigarettes.• This is due to better enforcement bygovernment agencies and strict curbson the tobacco industry’s own activities.• Tobacco industry data is not reliable
Making change happen – advocacy toolkitUse as many advocacy tools as possible:1. Work in coalition2. Develop, package and disseminate the evidence: journal papers,reports, briefings3. Identify your champions in Parliament: provide them withbriefings, speeches, use them to speak at events4. Meet with key decision makers - MPs, civil servants etc5. Understand the politics - process and priorities; hold events andphoto opportunities for MPs
Advocacy toolkitUse as many advocacy tools as possible:6. Gain maximum media coverage - new statistics, studies, letters toeditors, opinion polls, photo opportunities; use scientists, doctors,patients, CEOs7. Find and use celebrity spokespeople8. Develop and use public support – explain the issues and get themto write to/meet their MPs/sign petitions etc9. Oppose the tobacco industry – rebut its arguments on all possibleoccasions; expose industry-funded front groups10. Develop a broad coalition
Coalition working• Some funded coordination is essential• Play to each others strengths and respect the different remits and levelsof resources that each can bring• Develop consensus by reviewing the evidence, assessing the politics,agreeing the objectives and tactics• Be prepared to work collaboratively and sometimes let others take thecredit• Remember the common goal and the common enemy-when we are notunited, the tobacco industry wins
Plain standard packs – a lot done...• 79,000 CR-UK supporters responded to the consultation –over 6,000 haveemailed MPs since• Poll for CR-UK shows 63% support and only 16% oppose• Engaged with hundreds of MPs through Ambassadors, meetings, shopvisits, party conference• Over 1,800 pieces of media coverage in 2012 /early 2013• Policy reports on tobacco packaging and smuggling• CR-UK video of kids looking at packs- over half a million hits• cruk.org/standard-packs
... There’s still a lot to do. Thank you Ireland formaking it easierPublic affairs:•Intensive Cabinet engagementand parliamentary meetings andevents.Campaigns:•New creative assets to bringthe campaign to life.•Ambassadors targetingdifferent groups of support:healthprofessionals, parents, teachers, smokers.Policy:•More briefings and rebuttals.•New research from Australia.•Funding and publicising new UKresearch.
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