This document outlines a proposed campaign in the UK called the "Anti-Teen Smoking Project" with the goal of reducing teenage smoking rates by 10% by 2015. The campaign would target teenagers aged 13-17 who have not started smoking through fun and engaging communications created by teens themselves, such as a video contest on YouTube about overcoming peer pressure to smoke. Teens would be encouraged to share their stories and celebrate individuality. The campaign would utilize both paid media like YouTube ads and owned media like a dedicated YouTube channel, as well as earned social media to start conversations among teens about rejecting smoking. Progress would be measured quarterly through advertising effectiveness and social media buzz.

1. The UK Anti-Teen
Smoking Project
by Carol L. Weinfeld

2. Introduction
• Ah, the teen years
• Pimples, popularity and peer pressure
• Let’s add to these problems, smoking.
• Fact: More than 80% of UK adult smokers started smoking as
teenagers. (Source: Infomat.net)
flickr.com/nerissa’s ring

3. Challenge
• To reduce UK teenage smoking 10% by 2015

4. Target
• Whom should we target?
• Teens who smoke or those who haven’t yet started?
• Teens who haven’t started, aged 13-17
• It’s easier to prevent teens from starting than stopping.
• Smokers present an addiction challenge: it’s hard to quit.

5. Peer Pressure
• Why do they start?
• Peer pressure
• They want to feel accepted, so do what their friends ask them
to.
• Even though they know it’s wrong.
• Peer pressure is powerful.
• How could we combat peer pressure?

6. flickr.com/mattgrimm

7. Communications
• Celebrate teens for who they are.
• Tell them: Be yourself.
• Who cares what others think?
• You can think for yourself.
• You can decide.
• You can say no.
flickr.com/chikache

8. How Will We Communicate?
• We won’t.
• They will. (Inspiration: protectthetruth.org campaign)
• With a contest for video stories about overcoming peer
pressure to smoke
• Stories should be fun, like the tone of the campaign
• Dedicated YouTube channel to upload videos
• Best video makers win concert tickets to decidedly non-
smoking bands, perceived as cool by teens

9. • Other teens’ stories should resonate.
• They’ll identify with them.
• They’ll see it’s okay to say no to peers trying to influence them
to smoke.
• They’ll learn to say I don’t want to.
• It’s okay to say no.
• You could do what you want.
flickr.com/sea-turtle

10. Other Communications
• YouTube teen stars lead viewers to YouTube channel, invite
teens to submit their stories to be chosen as ad
• Fun, interactive billboard where teens use phones to
extinguish a cigarette, like McDonald’s “Pick ‘n Play” campaign
where phones were used to play ping pong without an app
• Another example: McDonald’s Piccadilly Circus ad where
consumers posed in front of a billboard and shared the photos
on social media

11. McDonald’s Billboard
Piccadilly Circus, London
givingnot@rocketmail.com

12. • Another example: Cadbury’s interactive “Splat the Egg” game
on billboards
• Fun is important: it engages the viewer.
• We don’t want to talk down to teens.
• We don’t want to sound like serious grownups.
• We want teens to talk to each other about not smoking.
• Use text messages to advertise the campaign
• Support: Girls send 32 messages/day; boys 23 (Source: Ofcom)
• Other media: Contest ads on Facebook
• Culmination: T.V. ad created by teen chosen by YouTube stars

13. Cadbury “Splat the Egg” Game
ramble.Sun.Matrix.com

14. Convergence
• Paid media: YouTube ads, T.V. ad, text ads, interactive
billboard, Facebook ads, search
• Owned media: YouTube channel
• Earned media: Photos of billboard, videos shared on social
networks, e.g. Instagram, Facebook
• Combination should start teens talking about not smoking
• A campaign of their own making should empower them to
reject smoking on their own

15. Measurement
• Measure advertising effectiveness quarterly in 2013
• Monitor buzz of earned media in same timeframe

16. Thank You
Carol L. Weinfeld
@clweinfeld