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


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Baltic PR Awards 2009
Public Affairs


Agency: PR Studio
Client: European Commission

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

  1. 1. HELP: For a life without tobacco PR activities 2008 Latvia, Lithuania, Estonia 01.04.2009.
  2. 2. Introduction to HELP Kaspars Līcītis PR Studio
  3. 3. The problem <ul><li>More than 650 , 000 avoidable deaths every year in the EU caused by smoking or passive smoking </li></ul>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%)
  4. 4. An initiative of the European Commission <ul><li>The campaign objective </li></ul>Adress one of the main causes of avoidable death s in the EU
  5. 5. An initiative of the European Commission That is to say : Make sure that   SMOKE- FREE becomes the NEW standard in the 27 Member States.
  6. 6. Subjects Target audiences <ul><li>Three issues: </li></ul><ul><ul><li>Prevention </li></ul></ul><ul><ul><li>Cessation </li></ul></ul><ul><ul><li>Passive smoking </li></ul></ul><ul><li>Specific targets: </li></ul><ul><ul><li>Young people between 15 and 24 </li></ul></ul><ul><ul><li>Young adults between 25 and 35 </li></ul></ul>ENTITÉ
  7. 7. HELP – integrated Pan-European campaign PR Events WEB TV advertising
  8. 8. Implementation of HELP campaign <ul><li>A consortium of agencies Ligaris (Paris), Ligaris Europe (Brussels) and Carat Global Management </li></ul><ul><li>A network of local PR agencies was in charge of organizing events and PR activities in every member state: </li></ul><ul><ul><li>In Latvia - PR Studio </li></ul></ul><ul><ul><li>In Lithuania - Komunikacija ir konsultantai </li></ul></ul><ul><ul><li>In Estonia – Corpore </li></ul></ul><ul><li>HELP progress: </li></ul><ul><ul><li>First step : 2005-200 8 </li></ul></ul><ul><ul><li>Second step : 2009-2010 </li></ul></ul>
  9. 9. Political context and partnershi ps <ul><li>The necessary inclusion of key tobacco control stakeholders </li></ul><ul><ul><li>The European Network for Smoking , constituted of 600 anti-smoking NGOs in Europe </li></ul></ul><ul><ul><li>The European Network of Quitlines </li></ul></ul><ul><ul><li>Health Ministries of EU Members States </li></ul></ul><ul><li>Also European Youth Forum is involved in HELP activities </li></ul><ul><li>An Advisory Board to the HELP campaign, constituted of tobacco control experts, gives guidelines and advice regarding the strategic choices made in the campaign. </li></ul>
  10. 10. Public relations and events Campaign HELP: For a life without tobacco
  11. 11. HELP COmets tool <ul><li>CO tests – COmets was developed as a specific way to engage audiences in the 27 Member States. </li></ul><ul><ul><li>Easy to measure in expiratory air. </li></ul></ul><ul><ul><li>Excellent tool to present tobacco smoke as a dirty non friendly product </li></ul></ul><ul><li>The COmets results are used as the basis for a European study led by Professor Bertrand Dautzenberg. </li></ul>
  12. 12. What is CO? <ul><li>Carbon monoxide (CO) is a poisonous gas and one of the most dangerous constituents of cigarette smoke. </li></ul><ul><li>It is present in the air breathed in by smokers . </li></ul><ul><li>Non-smokers can also inhale CO in confined atmospheres where there are smokers. </li></ul><ul><li>. </li></ul>
  13. 13. Different CO mets programs <ul><li>[email_address] </li></ul><ul><li>HELP Summer tour </li></ul><ul><li>HELP Winter tour </li></ul><ul><li>World No Tobacco Day (May, 31) </li></ul><ul><li>Sports events etc </li></ul>About 340 , 000 CO tests have been carried out across the European Union in 2006-2008
  14. 14. Shortly about the COmets program results <ul><li>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 . </li></ul><ul><li>This is certainly due to: </li></ul><ul><ul><li>The progress in tobacco control in Europe </li></ul></ul><ul><ul><li>National and European initiatives </li></ul></ul><ul><ul><li>Anti-tobacco campaigns and HELP in all European Member states </li></ul></ul>
  15. 15. Media relations <ul><li>Daily routine work to build HELP publicity and promote campaign ’s activities </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Press conferences </li></ul></ul><ul><ul><li>Media interviews </li></ul></ul><ul><li>Over 6.800 press cuttings collected </li></ul>
  16. 16. Also ... <ul><li>ENSP (European Network for Smoking Prevention) activities: </li></ul><ul><ul><li>38 national projects by local ENSP organisations </li></ul></ul><ul><li>HELP@SCHOOL: 5 , 400 educational kits distributed among teachers, including: </li></ul><ul><ul><li>Latvia - 222 </li></ul></ul><ul><ul><li>Lithuania - 211 </li></ul></ul><ul><ul><li>Estonia - 213 </li></ul></ul>
  17. 17. PR activities in Latvia Kaspars Līcītis PR Studio
  18. 18. CO mets events 2008 <ul><li>A t otal of 5 , 460 people tested in 2008 : </li></ul><ul><ul><li>35 days of CO-tests </li></ul></ul><ul><ul><li>8 major events, including 7 company events </li></ul></ul><ul><ul><ul><li>Examples: Riga City Festival, Museum Night, Swedbank, BITE, Rīgas Satiksme, Jomas Street Festival, HELP winter tour, HELP&Schools, Latvian Parliament </li></ul></ul></ul><ul><li>A t otal of over 10,000 people tested in 2006-2008 . </li></ul>
  19. 19. Best COmets events 2008 <ul><li>Most successful events: </li></ul><ul><ul><li>6 schools – 1,800 CO tests </li></ul></ul><ul><ul><li>Jomas Street Festival – 792 CO tests </li></ul></ul><ul><ul><li>Rīgas Satiksme – 540 CO tests </li></ul></ul><ul><ul><li>Musseum Night – 541 CO tests </li></ul></ul>
  20. 20. HELP in Latvian Parliament
  21. 21. HELP in Latvian Schools
  22. 22. PR activities in Estonia 2008 Allar Tankler Corpore (EE)
  23. 23. COmets events 2008 <ul><li>A t otal of 4 , 200 people tested in 2008 : </li></ul><ul><ul><li>18 days of CO-tests </li></ul></ul><ul><ul><li>15 major events </li></ul></ul><ul><ul><ul><li>Examples: SEB Tartu Complex Event, Tallinn Student Days, Tallinn Old Town Days, Beach Youth Centre at Tallinn Stroomi Beach etc. </li></ul></ul></ul><ul><li>A t otal of over 12 , 000 people tested in 2006-2008 . </li></ul>
  24. 24. Best COmets events 2008 <ul><li>Most successful events: </li></ul><ul><ul><li>Elcoteq company event 742 people tested </li></ul></ul><ul><ul><li>Tallinn Student Spring Days 6 76 people tested </li></ul></ul><ul><ul><li>SEB Tartu Bicycle Rally 643 people tested </li></ul></ul>
  25. 25. Press event <ul><li>Provided an overview of HELP activities and campaign COmets survey results </li></ul><ul><ul><li>Time: October 23, 2008 </li></ul></ul><ul><ul><li>Location: Ministry of Social Affairs press room </li></ul></ul><ul><li>Speakers: </li></ul><ul><ul><li>Emile Clemens, HELP coordinator, Ligaris Europe </li></ul></ul><ul><ul><li>Kristel Ojala, tobacco expert, National Institute for Health Development </li></ul></ul><ul><ul><li>Toivo Klaar, head of the European Commission Estonian Representation </li></ul></ul><ul><li>Media attendance: </li></ul><ul><ul><li>11 channels presented and published news items, plus interviews given to additional media </li></ul></ul>
  26. 26. PR activities in Lithuania Migle Mackeviciute Komunikacija ir konsultantai (LT)
  27. 27. Events in year 2008 <ul><li>A total of 4,600 people tested in 2008 </li></ul><ul><ul><li>24 days of CO-tests </li></ul></ul><ul><ul><li>12 major events, including 6 company events </li></ul></ul><ul><ul><ul><li>Examples: Ministry of Health, Kauno energija, Vilnius Municipality, Winter tour in Ignalina Skiing center etc. </li></ul></ul></ul><ul><li>A total of over 10,000 people tested in 2006-2008 </li></ul>
  28. 28. Best events in year 2008 <ul><li>Most successful events 2008: </li></ul><ul><ul><li>Summer tour – 2,016 people tested </li></ul></ul><ul><ul><li>Be2gether international music festival – 800 people tested </li></ul></ul><ul><li>Summer tour 2008 - CO events in the most popular resorts of Lithuania for 10 days in a row. </li></ul><ul><ul><li>Time: July 1-10, Palanga and Nida </li></ul></ul><ul><ul><li>Media: </li></ul></ul><ul><ul><ul><li>Balticum TV reportage on evening news </li></ul></ul></ul><ul><ul><ul><li>5 journalists visited the tent </li></ul></ul></ul><ul><ul><ul><li>15 publications in printed media, 20 publications in the internet, 2 radio stations </li></ul></ul></ul>
  29. 29. HELP Summer tour 2008
  30. 30. Publicity of HELP Summer tour
  31. 31. THANK YOU! <ul><li>HELP: For a life without tobacco Baltic Team: </li></ul><ul><ul><li>Kaspars Licitis </li></ul></ul><ul><ul><li>Allar Tankler </li></ul></ul><ul><ul><li>Migle Mackeviciute </li></ul></ul>