Заголовок | Ipad |
Агентство | Saatchi & Saatchi Brussels |
Кампания | Ex Smokers are Unstoppable |
Рекламодатель | European Commission DG COMM |
Бренд | Directorate-General Health & Consumers |
Posted | Сентябрь 2012 |
Продукт | DG SANCO |
Бизнес сектор | Антинаркотические/антиалкогольные/антитабачные заявления |
Слоган | Ex-Smokers Are Unstoppable |
История | SUMMARY: 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. |
Тип медиа | Digital |
Креативный директор | Jan Teulingkx |
Креативный директор | Alexander Cha'ban |
Креативная команда | Stijn Klaver |
Креативная команда | Bouke Zoete |
Креативная команда | Ross McCurrach |
Креативная команда | Arnaud Bailly |
Директор рабочей группы клиента | Karen Smessaert |
Специалист по работе с заказчиками | Niki Peeters |
Специалист по работе с заказчиками | Catherine De Block |
Делопроизводитель | Anouk Curvers |
Закупщик художественного оформления | Gaëlle Haesaert |
Руководитель производства | Christ Lannoy |
Графический дизайнер | Davy Dooms |
Online Designer | Marlies Deforche |
Online Project Manager | Ronny Welter |
Strategic Director | Yves Van Landeghem |
Стратегический планировщик | Wendy Galle |
Продюсер агентства | Paul Vanwijck |
Продюсер агентства | Marie Van Den Berg |
Principal Advisor for Policy and Communication, Health & Consumers at the European Commission | Despina Spanou |
Policy Officer of the Directorate-General for Health and Consumers of the European Commission | Gerhard Steffes |
Media Agency | ZenithOptimedia |