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|Industry:||Public interest & Non-profit|
|Media:||Ambient & Interactive|
|Other credit:||Others/Media Agency : ZenithOptimedia |
Creative Team: Stijn Klaver, Bouke Zoete, Ross McCurrach, Arnaud Bailly
Head of Production: Christ Lannoy
Others/Online Designer: Marlies Deforche
Others/Online Project: Ronny Welter
Others/Strategic Director: Yves Van Landeghem
Others/Principal Advisor for Policy and Communication, Health & Consumers at the European Commission: Despina Spanou
Others/Policy Officer of the Directorate-General for Health and Consumers of the European Commission: Gerhard Steffes
Every year, 695 000 Europeans die because of smoking. On average, I in 5 European smokers have tried to quit at least once in the past year.
But something magical happens once smokers get rid of their tobacco habit. They don’t just quit smoking. They start doing lots of other, positive things as well.
The ‘Ex-smokers are Unstoppable’ campaign from the European Commission shifts the focus to the benefits of giving up as it targets 25-34 year old smokers,an age group well aware of the health risks of tobacco. For the first time, the message is a positive one in that it aims to support a long-term motivation to get rid of one's addiction and stay away from tobacco and lead happier and healthier lives. The campaign is built around four elements: appeal, recommendation, reflection and quitting.
Facebook is a central platform for all campaign activity with 29 national pages. National ambassadors willing to share their ex-smokers’ stories with the rest of the world were recruited and their personal stories shared virally and seeded via anti-smoking, health and sports bloggers. In addition to the motivational message, free practical help based on science and guidelines on how to stop are provided through iCoach, an online tool which guides smokers through a five-stage process that offers motivation, advice and tips and sends daily help by e-mail so that they stay on course.
Results clearly demonstrate that a positive Ex-Smoker campaign gets more attention than a negative Anti-Tobacco one. Two thirds of the research sample is convinced that this approach will encourage more people to stop smoking, and 80% think that it does a better job compared to previous prevention campaigns. Most importantly, intentions to stop have become a reality with heavy registrations and use of iCoach after a campaign of just 5 months giving 150,000 plus Europeans so far a better chance to turn themselves into EX-Smokers and become Unstoppable.
|EACA Euro Effies 2012|
Gold General Healthcare & OTC Products
General Healthcare & OTC Products