The campaign aims to build an online community of smokers trying to quit by sharing creative anti-smoking messages. Key elements include a viral video showing how to make a paper plane from a cigarette pack, a blog for sharing quitting experiences, and social media accounts. The goal is to encourage members to constantly support each other while directing them to the QUIT UK charity website for professional help and donations. Success will be measured by engagement on each platform and traffic to the website. The low-budget campaign utilizes the community's creative content rather than traditional ads.

1. PITCH DOCUMENT
of Viral Video Campaign
ART OF QUITTING
by
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2. Executive Summary
The ‘Art of Smoking’ social media campaign is designed on behalf of QUIT UK Charity to
support people who want to quit the smoking addiction. It is not the standard anti-smoking
campaign as there used to be many. The purpose of the campaign is to build a community of
people willing to quit smoking and provide them with a platform where they will be under the
constant bombarding of the messages supporting their will.
The key creative element of a campaign is focused on delivering, by people from within the
community, the artistic and creative messages in the form of photos, videos, drawings,
posters, etc., with an anti-smoking theme, which will attract new people to the community and
stimulate them to stop smoking.
The social media platform for the community consists of four elements: the main site of the
campaign (blog) and three accounts on Facebook, YouTube and Twitter. All four tools are
correlated with each other and designed to attract new people to the community, attain their
attention, encourage to deliver their own content and maintain the instant contact with them
by means of supporting messages, generated by people from within the community.
The viral video created for the campaign purposes shows the process of making the paper
plane F-16 from the empty packet of cigarettes, which is deemed to attract people to the new
social media community and encourage them to deliver and share their own creative ideas.
The campaign is designed to last in the long term and became a genuine and self-maintaining
support group in its own right. The underlying purpose of the campaign is to direct smokers
who seek help to the QUIT UK Charity website where they can find a professional help and
they can make a donation.
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3. 1. Background information
The problem of damaging effects of smoking to human health is widely known in society and
the idea of anti-smoking campaigns is not a novelty. Yet it is very hard for smokers to quit the
smoking addiction even when they are conscious of the risky effects of smoking to their body.
The problem of anti-smoking campaigns is that they only raise the awareness of smoking
pernicious consequences. They can evoke smokers’ sense of guilt, but then smokers are left
only to themselves. Many of them start to quit but they are prone to the smallest obstacles.
In anti-nicotine therapy it is recommended that quitters should be under the constant support
of their milieu – family, friends, colleagues and they should self-stimulate their minds by
doing self-convincing activities strengthening their will.
Many smokers in the first stance seek for the help and advice in the internet. Therefore people
who come across the community will be subsequently directed to the charity website and have
a chance to get a professional help.
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4. 2. The goals
The goal of ‘Art of Quitting’ social media campaign is to build a community of people who
are trying to quit smoking, around the idea of being constantly bombarded with encouraging
anti-smoking messages from other people from the community, so that they will and decisions
will be under a continuous support.
The underlying purpose of campaign is to make the QUIT UK Charity the number one in the
UK on advising on quitting smoking habit.
3. The objectives
The objectives of the campaign are as follow:
a) To rise visibility of ‘Art of Quitting’ supporting group.
b) To attract new people to the community.
c) To encourage them to deliver their own content in form of written messages, photos,
videos, drawings etc.
d) To encourage them to maintain conversations between themselves and expand the
community.
e) To increase traffic to the QUIT UK Charity website (www.quit.org.uk).
f) To increase donations to the QUIT UK Charity.
4. The audience
The campaign is targeted to attract:
a) Smokers trying to quit,
b) Friends, relatives, colleagues of smokers who are trying to quit,
c) Artists who are keen on delivering content,
d) People interested in creative arts who would like to share their content,
e) Anti-smoking therapists.
5. The concept of campaign
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5. The main creative concept of campaign is centered around the metaphorical idea that quitting
the habit of smoking cigarettes is not an easy task and it could be comparable to the art. Only
those who practice can become the real masters and tackle the problem.
The campaign is also founded on two psychological concepts, which are as follow: 1. We
easier fulfill our decisions if we previously self
self-convince ourselves about the idea 2. We
idea.
easier fulfill our decisions if we get the constant encouragement.
Therefore by sticking to the platform and by delivering the creative content smokers are more
content,
likely to success.
6. Strategy
The strategy of campaign is based on four following eleme
elements:
a) Viral video (http://www.youtube.com/watch?v=d4d4tvLhYmw)
http://www.youtube.com/watch?v=d4d4tvLhYmw)
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6. The viral video is the main motive of the campaign. It shows the process of making the paper
plane F-16 from the empty packet of cigarettes, which is combined with the metaphor that
16
planes during the war kill people as in the same way kills smoking the cigarette Its purpose
e cigarettes.
is to attract attention to the community and to encourage people to deliver the similar creative
content.
b) Blog (www.artofquitting.blogspot.com)
ofquitting.blogspot.com)
Blog is a central point of the whole platform. It is a place where people have the opportunity
to talk about their process of quitting. They can exchange advice and share their experience.
They can upload their own pieces of work and be commented on them.
c) Facebook page
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7. Facebook page is designed for the same purposes as the main website, but there will be also
installed applications like: competitions, quizzes, games, etc. in order to attr new people to
etc., attract
the community. There will also be implemented surveys and polls, which will gather
information on members’ smoking habits.
d) Twitter account
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8. Through tweeter account the encouraging anti-smoking messages will be sent out to all of the
followers. Their tweets and creative ideas also will be retweeted. It is a good tool to keep with
smokers in constant and very personal touch. Also very useful in finding specialists to
cooperate with.
7. Recommendations
It is recommended that QUIT UK Charity make for smokers regular competitions with prizes
i.e.: to engage members in delivering new content: competition for the best piece of artistic
work, competition for inventing the best encouraging to quit slogan etc.
Members of the community should be in the constant contact with ‘Art of Quitting’, as the
negligence of sending messages may disappoint them and they will withdraw from the
community.
8. Measuring
In the case of this campaign the most important will be measurement of engagement, reach
and resonation, which will be assessed by number of:
ENGAGEMENT:
Blog: comments, uploads
Facebook: likes, comments, uploads, discussions
Twitter: tweets, retweets, mentions
Youtube: comments, thumbs, subscriptions, embeds
QUIT UK Charity website: views, donations, mentions in the internet (i.e.
recommendations), links to website embedded
REACH:
Blog: visits
Facebook: fans
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9. Twitter: followers
Youtube: views
QUIT UK Charity website: views
RESONATION:
Blog: the position in the Google rank, links to blog embedded
Facebook: likes, members, comments, uploads, discussions
Twitter: retweets, mentions
Youtube: embeds, remixing
QUIT UK Charity website: views, donations, mentions in the internet (i.e.
recommendations), links to website embedded
9. Budget
This is a low-budget campaign. There are only costs of: producing viral video, purchasing
Facebook applications and prizes for competitions.
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