Desocializer campaign


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  • Desocializer campaign

    1. 3. Olga Bukharova, Claudia Calles, Jason Fearon, Andrew Grant, Joel Martin, Sabrina Moore
    2. 4. <ul><li>Decrease percentage of BC post-secondary students who are smokers from 18% to 14% during the period from September 2008 until August 2009 </li></ul>
    3. 5. <ul><li>Post-secondary students in BC </li></ul><ul><li>Male and female smokers </li></ul><ul><li>19 to 29 years old, 19-24 skewed </li></ul>
    4. 7. Health Authority Post- secondary Institution Campuses chosen Fraser North Douglas College New Westminster British Columbia Institute of Technology Burnaby Simon Fraser University Burnaby Fraser South Kwantlen College Surrey Simon Fraser University Surrey Fraser East University College of the Fraser Valley Abbotsford Vancouver Island University of Victoria Victoria Malaspina University-College Nanaimo Camosun College Victoria Northern University of Northern British Columbia Prince George Interior University of British Columbia Kelowna Thompson Rivers University Kamloops Vancouver Coastal University of British Columbia Vancouver Vancouver Community College Vancouver Langara College Vancouver
    5. 8. <ul><li>FHA and Thompson/Cariboo </li></ul><ul><li>Aboriginal </li></ul><ul><li>Trade Students </li></ul>
    6. 10. <ul><li>Fledgling smokers </li></ul><ul><li>Early dependent smokers </li></ul>
    7. 11. <ul><li>I am a casual smoker </li></ul><ul><li>When I am seen smoking with others, I look sophisticated, important and confident </li></ul>
    8. 12. <ul><li>Aware about adverse health effects but don’t feel vulnerable yet </li></ul><ul><li>Think that smoking enhances their image </li></ul><ul><li>Have no attention to quit soon </li></ul><ul><li>Dependent even though may not realize that </li></ul>
    9. 13. <ul><li>Former smokers between 19 to 29 years old who attend post-secondary institutions in BC </li></ul><ul><li>Smokers 19 to 29 years old who are not students </li></ul>
    10. 15. <ul><li>Timing </li></ul><ul><li>Exposure </li></ul><ul><li>Promotional considerations </li></ul><ul><li>Creative considerations </li></ul>
    11. 16. <ul><li>High frequency during first month </li></ul><ul><li>Strong visual presence </li></ul><ul><li>Interactivity </li></ul><ul><li>Targeting </li></ul>
    12. 18. <ul><li>Segmentation </li></ul><ul><li>Cost-efficiency </li></ul><ul><li>Frequency </li></ul><ul><li>Seasonality </li></ul><ul><ul><li>School year versus summer </li></ul></ul>
    13. 19. <ul><li>15 schools </li></ul><ul><li>1 major region </li></ul><ul><li>5 communities </li></ul>
    14. 20. <ul><li>Bigboards </li></ul><ul><li>Miniboards </li></ul><ul><li>Campus Newspapers </li></ul>
    15. 21. <ul><li>Pre-show commercials </li></ul><ul><li>Backlits </li></ul><ul><li>Miniboards </li></ul>
    16. 22. <ul><li>Interior bus cards </li></ul><ul><li>King displays </li></ul><ul><li>Seventies </li></ul><ul><li>SkyTrain platform posters </li></ul><ul><li>Transit shelters </li></ul>
    17. 23. <ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Google </li></ul><ul><li>Microsite </li></ul><ul><ul><li>Interactive </li></ul></ul><ul><ul><li>Information </li></ul></ul>
    18. 24. <ul><li>SuperBoards </li></ul><ul><li>Posters </li></ul>
    19. 25. <ul><li>Street teams </li></ul><ul><li>Aerial banners </li></ul><ul><li>Wild postings </li></ul><ul><li>Premiums </li></ul>
    20. 27. <ul><li>50% awareness among students </li></ul><ul><li>60% visit website </li></ul><ul><li>40% smokers </li></ul><ul><ul><li>~52,000 </li></ul></ul>
    21. 28. <ul><li>18% to 14% </li></ul><ul><li>4% of total students </li></ul><ul><ul><li>433,000 </li></ul></ul><ul><li>Approximately 17,300 </li></ul>
    22. 29. <ul><li>Focus group with smokers </li></ul><ul><li>One-on-one interviews </li></ul><ul><li>Discoveries: </li></ul><ul><ul><li>Existing messages too exaggerated </li></ul></ul><ul><ul><li>Well-educated about health risks </li></ul></ul>
    23. 30. Social smokers feel that because they smoke so little, the health effect are not relevant to their lives “ I am 21, and I still have 30 years left to get my life sorted out.” “ I do not smoke that much, so I don’t feel like it affects me.”
    24. 35. Focus creative on the immediate effects of smoking. Use only one logo on creative to reduce image clutter. More logos are used on larger media. Develop an online presence where the target market can interact with the message.
    25. 36. <ul><li>Focus-tested two creative concepts </li></ul><ul><li>Testing took place using an online survey </li></ul><ul><li>Gathered a wide range of opinions, from across Canada </li></ul>
    26. 37. <ul><li>One concept was more effective in driving traffic to the website </li></ul><ul><li>Respondents were able to recall the sponsor’s name after seeing the logo in the advertisement </li></ul>