Today´s world is a world of constant change. Our life is increasingly dominated by new technologies and communication , and our ability to adapt has never been so important .
The anti-tobacco campaign has been in past and will be the future an initiative are based on an interactive concept. Such a strategy needs also to be fine-tuned at national and/or regional levels in order to reflect cultural and societal specifics.
MTV partner ship
Tips – serious or silly – addressing the traditional tobacco-control themes of prevention, cessation and passive smoking. The best tips are used as creative material and some have even be turned into future TV spots or used in online campaigns.
The partnership strategy The Help campaign is designed and conducted in partnership with youth organisations (including the European Youth Forum, the International Federation of Medical Students' Associations (IFMSA) and the European Medical Students Association (EMSA)); communication experts; tobacco control professionals from the European Network for Smoking Prevention (ENSP) and the European Network of Quitlines (ENQ). An important Help initiative in 2009 was the creation of the European Student Network on Tobacco Control Monitoring/Evaluation An Advisory Board of tobacco control experts, chaired by Prof. Gerard Hastings of the University of Stirling, supervises campaign development and ensures the scientific accuracy of its messages. The TV campaign is systematically pre and post-tested by Ipsos, a survey-based market research company.
Help was innovative in many respects. It became a brand.
One of the main achievments was the progressive involvement of young people in all aspects of the campaign.
On average, 31 % of smokers in the EU have tried to give up smoking within the last 12 months.
Focus on the benefits ! NOT smoking should become fun
With the slogan &quot;Ex-Smokers are Unstoppable&quot;, the campaign uses the inspiring achievements of ex-smokers to motivate smokers to quit, and provides tools to assist them.
For a life without tobacco: the objectives of the campaign are to make EU- citizens aware of the dangers of tobacco consumption to encourage them to stop smoking thus contributing to reducing the burden of one of the most important preventable disease. Results expected are: create a positive social environment encouraging stopping smoking, informing about how to stop smoking, increased number of people quitting smoking Fighting health inequalities : particular attention should be given to those groups within society where smoking prevalence is higher than average, and to disadvantaged groups. Gender issue should also be considered. A help to reducing health inequalities : within this group, particular attention will be given to those groups within society where smoking prevalence is higher than average, and to disadvantaged groups
Ex-smokers have a better life. They’re open to new experiences and we will make sure they’ll have them! EX-smokers EXperience more is a rewarding platform. Every experience will be linked with either physical, mental or financial benefits one can experience when becoming an ex-smoker.
1. It´s not about stopping something, but about starting something new. 2. It´s not why to quit, but how to quit.
An EU wide dimension campaign The campaign should guarantee a coverage and presence across all Member States of the European Union, with a special emphasis on some MS in order to maximise the impact of the campaign, i.e. based on smoking prevalence, anti-tobacco campaigns already existing, smoking cessation infrastructures. Building on the existing A key point is develop/strengthen synergies and partnerships with Institutions and NGOs in Member States dealing with anti tobacco campaign. This ensures that even where national campaign efforts exist, EU action adds weight and value. In particular, EU Campaign conveys a coherent message and a consistent approach trough all MS, ensure scale economy, thus a more effective use of resources
reach target group through employers
Scientific expertise: A panel of public health and communication experts, comprising members from different Member States and professional and cultural backgrounds, advises on and monitors the campaign throughout its duration. This panel will meet 2-3 times a year . This panel may in particular be asked to provide scientific input, expertise and advice to the contractor - to validate the quality of the messages employed; - on media tools and products; - on monitoring and evaluation; - to ensure consistency between the Commission's campaign and Member States' national campaigns. Where appropriate, representatives of governmental organisations may also be invited to contribute scientific expertise.
The campaign is financed through a specific budget: “the Community Tobacco Fund”. This fund is fed from a levy on the aid granted to tobacco growing in the framework of the Common Agricultural Policy. As a result of the 2004 agricultural reform, the subsidies to tobacco growing have been phased out. 2009 was the last year when subsidies were allocated to tobacco growers, 2011 will be the last year for financing tobacco control activities. The annual contribution to the information part of the Tobacco Fund in 2011 to fund the campaign is around € 15 millions.
Plenary 4 g steffes
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 <ul><li>The core of the campaign was the www.help-eu.com website , available in 22 languages. </li></ul><ul><li>The strategy was supported by television and new media applications (such as mini-sites accessible via mobile phone). </li></ul><ul><li>Complemented by a series of EU‑wide and national public and press relations events. </li></ul>
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
<ul><li>HELP became one of the largest public health awareness-raising initiatives ever organised in the world. </li></ul>
Expierences gained from HELP <ul><li>Further strengthening of the participative strategy with a strong focus on the web. </li></ul><ul><li>Capitalizing on the viral marketing and social media dimensions. </li></ul><ul><li>Further development and promotion of interactive tools. </li></ul>
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
Key factors of the new campaign <ul><li>Strategy builds on the past campaign, but ads a new and captivating twist: powerful, positive messaging. </li></ul><ul><li>A new genuine tool that helps people to achieve this difficult challenge. </li></ul><ul><li>Innovative media approach for this critical target audience, incorporating their most influential channels like social media, on a per country basis. </li></ul>
Further information www.help-eu.com www.exsmokers.eu
<ul><li>Thank you very much </li></ul><ul><li>for your attention ! </li></ul><ul><li>Gerhard Steffes </li></ul><ul><li>Gerhard.Steffes@ec.europa.eu </li></ul>
EU tobacco policy International Treaties Legislation Campaigning