Syeda, PPt.pdf

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A N T I – S M O K I N G C AM P A I G N

Major Project Proposal

Syeda Rizvi



Syeda Rizvi 7CTA1039 Major Project Title: ‘Anti- Smoking Campaign’

The project will intend to designan “anti-smoking campaign’ to

develop the awareness with thetools and strategies that could

help the smokers quit their

habit.

The campaign will besignificantly designed to

promote the motivation neededto quit smoking while projecting

the alternative options

available to smokers and theirbenefits in comparison of

smoking.

The main suggestion is to

support the willpower of killingthe habit. Further the campaign

will also emphasis to convince

other smokers to preventsmoking.

Prior to writing the outline,

research was commenced to

identify the various tactics of tobacco companies which were

adapted to attract differentdemographic audiences.

Correspondingly the research

was further undertaken toexplore the strategies chosen

by anti smoking campaigns.

All the above initiatives are aim

to understand the basics of theproject and the nature of the

competition.

INTRODUCTION




The advertising campaign willcommunicate the central

message theme ‘developing anawareness of substantial

alternatives that could help to

overcome the addiction of smoking’.

The task will be accomplish of

reaching audiences throughvarious mediums i.e.

newsletter, brochure, billboard,

series of posters, and ananimated ad.

Client

For this project the client will be

the ‘National Health Service'.The NHS provides a

comprehensive range of healthservices. Currently the NHS

introduced several campaignsto stop smoking behavior, and

the most recent was the

‘stoptober’ attempt launched on8th sep 2012.

Audience

The primary audience is the

British youth between the agesof 18 -24 and the secondaryaudience are those who needs\

help or anticipate to quit

smoking.

INTIAL BRIEF

Promotion campaign of ‘anti- smoking’ quit behavior

Aim

The project will commence withthe exploration of various

advertising campaigns ‘s visual

identity that will lead todesigning an appropriate

identity for the campaignwhich will motive the audience

to make healthier choice. Thisidentity (logo) will appear in all

the project’s outcomes.

\

Research

Research will take place by

consulting books, journals,articles, analyzing surveys and

other available useful internetsources.

Work

Final Submitted work will be

1. Visual identity

2. Series Of posters ( consist on 4 -5 posters)

3. Brochure

4. Newsletter

5. Billboard

6. Animated ad




A campaign is to motivate anaudience to continue or take

some new action. Mostcommonly the campaign’s

objective is to drive consumer

behavior.Josue Roberto has quoted “In

Latin, ad vertere means “to turnthe mind toward.” (Roberto,J.

2012).

Origin of advertisement

3000 B.C.Sumerians inventedthe system of writing and the

exchange of messages through

clay tablets . ( Wikipedia)

In 1631 first ad was published

in the French first news paper.(Wilson.M.K, 1985).

ORIGIN OF ADVERTISING CAMAPIGN

What is an ‘advertising campaign’ ?

1613, first French Newspaper




Tobacco Target Audience

Tobacco targets various

demographic groups that

includes men, women,youth ,young adults, ethnicity,

religious groups , working class,gay and lesbian. ( Yancey,K,

A.et al 2006).

Tobacco introduced flavors in

cigarette that were designed toappeal children.

Over the time tobaccomarketing theme have been

changed to face the challengeof anti smoking campaigns.

Tobacco hosted various themes

that introduced taste,satisfaction, desirable social

characters, adult theme, weightcontrol for women, etc.

Tobacco brands are frequently

designed to appeal particulardemographic and psychological

groups.(Cancerconrol.gov)

The intended tobacco audience

has changed with the time,various brands of tobacco are

targeted towards various

demographic.i.e. Joe Camelbrand used the imagery of a

cartoon to target children whoare below the legal smoking

age. However this campaignwas ended in 1997 with the

pressure of anti smoking

groups. The Virgina slims brandwas introduced to target the

female audience.

.

TOBACCO ADVERTISING AND ITS Themes

Tobacco products were firsttime introduced in 1789 when

the negative impact of cigarette

was unknown. Thus from the1870s tobacco companies

started using attractive images

but in 1964 an ‘AdvisoryCommittee to the SurgeonGeneral of the United State’

was published several articles

to prove that tobacco usecauses cancer. (Mackay, J.&

Eriksen,P.M.2002)

Several studies have reviewedthat tobacco marketing is

based on consumer attitudes,

aspirations and lifestyle.

According to Ling and Glantz’stobacco products have mostlyattempted to target young

adults to emphasis their image

by exposing their ‘smart’ orquality approach towards

lifestyle.

There are almost three

dominant themes that havebeen used in smoking

advertisements that promotessatisfaction, reducing anxiety

and associates with desirableoutcomes.

The Satisfaction theme includestaste, freshness, mildness,

reducing anxiety strategy focus

on reduction of danger of smoking and desirable

outcomes that includeindependence, social success,

sexual attraction, thinness, etc.

The UK government haslaunched Plain Packs protect

campaign which will meanthat all tobacco products will

look the same. The researcherconcluded that 340,000

children in the UK tempted to

try smoking every year bygetting attracted to tobacco

package designs.

Tobacco companies has adapting

various tactics to attractaudiences by ignoring health risks

associated with it. The main

evidence is the use of Western lifestyle mechanisms to attract the

developing world audience.

Result

Identified key points of tobacco

campaigns :

-promising emotive solution

-emphasizing on a glamorousexpression

-Portraying tobacco with an

extreme trendy image




Cosmetics Message Theme

Ken Smith,2012, USAhttp://www.behance.net/gallery/Smoke-is-

Poisonous/3379081

The main concept of thesemessages is to stress how

second hand smoke andsmoking in general harm a

smoker’s family members,

colleagues and peers.

Another message is to makesmokers realize how non-

smokers are disappointed orangry at smokers due to their

lack of consideration of others.

The purpose of suchmessages is to awaken the

awareness amongst smokersthat how smoking leads

them towards unattractive

and annoying side effects

that are of a cosmetic natureby emphasizing onsmelliness, yellow teeth,

skin dryness, wrinkles thatlead to aging before time.

(Minnesota Department of

Health 1991).

Javier Delgado 2012, USAhttp://www.behance.net/gallery/Anti-

smoking-campaign/3461677

Hamish Gray, 2010, NewZealandhttp://www.behance.net/gallery/Death-

Row/870466

The Selling disease anddeath message focuses the

fact that tobacco companiesprovoke consumers into

purchasing a product that

causes serious disease andeven death.

So the objective of these

tactics is to boostadolescents perception

about the high health risk

and their resistance againsttobacco marketing.

Marta Berkolayko 2012http://www.behance.net/gallery/Anti-

Smoking-Ads/5447007

These kinds of messages

highlight health diseasessmokers mostly suffer with

such as : lung cancer,

emphysema, impotency,cardiac problems and

premature death.This approach enhances

adolescents; perceptions of the severity of the health

risks of smoking.

Selling Disease andDeath Message Theme

Endangers Other MessageTheme

Disease and DeathMessage Theme

Smokers Negative LifeCircumstances Message Theme

In these messages smokers aredepicted as losers who prefer

smoking to camouflage theirfailures in life. Parpis & Shin (1997)

have commented “ that smoking is

a hindrance, rather than a pathwayto achieving higher order

aspirational goals”.

Johan Velez,USA,2012http://www.behance.net/gallery/Teen-Anti-Smoking-Campaign/

4736499

The main idea is to create a perception of the

severity of social disapproval risks because of smoking.

2

43

5

1

33

2

41

55

STRATEGIES APPLIED IN VARIOUS ‘ANTI - SMOKING CAMPAIGNS

Result

Identified key points of tobacco campaigns :

-promising emotive solution-emphasizing on a

glamorous expression-Complementi tobacco as a

trendy brand


http://slidepdf.com/reader/full/syeda-pptpdf 7/12Syeda Rizvi 7CTA1039 Major Project Title: ‘Anti- Smoking Campaign’

Proportion of Adolescents between the age of 18-24 in UK

“18-24 is the highest smoking rate as it wasinvestigated 24% of young adolescents smokers

compare to 10 % of those 65 year or older.”(Cancer

Research UK,2012)

About one in three men and one in six women aged 20-34

still live at home, according to ONS figures, due to high rentsand house prices and other costs.

In 2011, 64% of men and 46% of women aged 20 were

living with their parents, while only 7% of 34-year-old malesand 2% of 34-year-old females remained in the family home.

The figures show that about 5.5 million people aged between20 and 34 were living as a couple in their own household,

while 1.5 million live with others but not family, and justunder 1 million lived alone.(guardian,2012).

http://www.guardian.co.uk/money/2012/may/29/3m-young-adults-live-parents

TARGET AUDIENCE

http://www.sociology.ed.ac.uk/youth/docs/UK_sociodem.pdf

purchasing power of target audiences

64.7% are employed

35.5% are un employed

23.6 % are full time students

24.8% are economically inactive

“youth unemployment statistic” 17oct 2012

658,000 unemployed in last three months to August 2012



Anti Smoking strategies and their impact

Initial ideas have beenextracted by an article

written by Joyce M.Wolburg(2009), where the author has

quoted various comments of

college students wherestudents express their

thoughts about ongoing anti-smoking campaigns.

“

“As many ‘antidrug’ campaigns do give all thereasons to stop smoking but not the tools of

quitting” . (Wolburg.M.J 2009).

“There isn’t an ad out there that would getme to quit. A smoker who isn’t ready to quit

won’t do so from an ad.” (Wolburg recorded in 2009)

“Many of the antismoking messages that maysuccessfully prevent young teens from

starting to smoke may nevertheless be

ineffective with college students who already smoke, or worse, undermine smokers’ efforts

to quit” .( Wolburg. M.J 2009).

Wolburg( 2006) noticed thatmany ads are annoying and

ineffective particularly whensmokers noticed continuously

one message delivered by

various campaigns so they allare aware that smoking is

harmful but many smokers

acknowledge that thestrategies and approaches mustbe changed to acquire

modification in quitting smoking

behavior.

The author has pointed towards

the most popular antismokingcampaigns developed by the

American legacy Foundation,

‘truth’ . The general goal of ‘truth’ was to address the risks of

smoking amongst teenagers andwarning them of the risks

associated with the habit.(Farrelly,MC. Healton,CG. Davis,kc

etal.(2002).

Truth’ has adapted negativeadvertisement methodology with the

disease and death message theme; “oneof their most popular ad, titled ‘Body

Bags’ has presented a group of teens

pulled out of 1200 body bags onto the

side walk in front of the building,

yelling into a megaphone thatthese bags represented the

number of people killed bysmoking every day”. (Campaign

Media Analysis Group,(2003).

The intention of such

advertisements clearly conveysthe ‘”hard medical realities of theeffects of smoking”.( Parpis 1997,

p. 35) and emphasizes that

“tobacco companies profited fromselling products that killed their

customers”.

In response of this ad ( Body Bags)

Wolburg recorded various studentreactions:

‘They’re dumb (anti-smoking ads). Nobody wants to see

1000 body bags on TV. I change the channel or ignorethem. Or else I laugh.”(Wolbugr recorded in 2004)

Ansolabehere S, et al ( 1994) hasmentioned “although the negative

advertising is not always clearly defined, it is generally regarded as

consisting of messages intended to

attack, criticize or discredit opponents and opponents’

messages, rather than messagesdesigned to promote

a preferred alternative”.

Wolburg has also pointed theadverts of anti-smoking must “Give

the tendency of college studentsmokers to underestimate the

difficulty in quitting, special

initiatives may be needed toeffectively promote

smoking cessation”.( Wolburg. M.J 2006).

However, The British AmericanTobacco (BAT) emphasis that “

campaigns must target the youthwhen marketing its products, i.e.

when a person begins smoking

and he realizes that he/she isstill young the possibility of

quitting smoking is lower”.( Makere University,2011)

While Wolburg’s (2006) analysis

was an attempt to understand whatdrives students to stop quitting

smoking to evaluate the strategies

they use. Thus this approach couldhelp to gather meaningful

information that would help toconvey the message more effectively

to the target audience.

FINDINGS



Anti Smoking strategies and their impact

Almost all the students areaware through various

medium that Tobacco is a

single largest preventablecause of death” (Wolburg,

2009).In another study Dr Tea

Broadway (2000) reportedthat “scientific evidence

shows, those who try to quitsmoking face a more difficult

problem physically. Smoking

is a hard habit to break andpsychologically, quitting

smoking may even be

tougher”.(Sulait,N.(2011).

“

“Exposure to anti-smoking advertising decreasedthe likelihood of progression to establish smoking

for young adolescents but add no effect to olderadolescents.” (Emily J Kothe and Barbara A Mullan2011).

Student’s personal commentscited in Wolburg investigation

undertaken in 2006 and then in2009 helps to identify the gap

where they hardly find any

message through print or digitalmedia that provide suggestions or

alternatives which can help themto quit because” smoking is a

difficult addiction to overcome “.(Wolburg2006).

“Anti-smoking messages taughtthem the health risk and gave

them all the right reasons to stopsmoking but not the tools of

quitting.” (Wolburg, 2009).

Conversely smokers also reported that:

Furthermore, Hye-jin-paek (2008)

pointed that ‘Anti-smoking

campaign can play a direct and

indirect role in shaping

adolescents smoking behavior’, he

further argued “ no study has

taken into consideration what an

individual brings to antismoking

campaign exposure and how thatmay affect their responses to the

campaigns”.

Kothe & Mullan have furtherdescribed that “anti-smoking

advertising generally did notdecrease the desire to smoke”.

“ The ad might remind you of what smoking

does but it won’t make me feel like quitting .”

“I feel advertising campaigns are fairly harsh

yet effective. I must admit it turns me off smoking, however they would not make me

quit”.(Wolburg,M,j.(2009).

FINDINGS



“Get Unhooked” By NHS

The Advertising Standards Authority in the UK said that any

campaign that relates to cause “fear’ and “distress” will consideroffensive particularly when they cause fear to children.

“

http://www.metro.co.uk/news/49222-ban-for-scary-anti-smoking-ads

BRITISH GOVT. ‘BAN’ ON SCARY ANTI-SMOKING ADS



Nicole Channon, United Kingdom,2012http://www.behance.net/gallery/Anti-Smoking-Litter-Campaign/5027249

Charley Waite 2012 United Kigndomhttp://www.behance.net/gallery/Anti-Smoking-campaign/4275591

Rhys Jones 2011 United Kingdomhttp://www.behance.net/gallery/NHS-Anti-Smoking/2325890

Pam Langfield USA 2011http://www.behance.net/gallery/Anti-smoking-posters/2502961

Stoptober anti-smoking campaign launched by Governmenthttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-

Government.html

kids smoke effect31 Mar 2012http://www.telegraph.co.uk/health/

healthnews/9177856/Government-release-

new-hard-hitting-anti-smoking-advert.html

QUIT SMOKING CAMPAIGNS CONTEMPORARY APPROCHES

Manuchar Kereselidze,2012, Georgia http://www.behance.net/gallery/Web-Design/5867347



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Student Smokers:LeveragingTheir Quit-Smoking Strategies

for Smoking Cessation

Campaigns.PDF.

Wolburg,M,J.(2006), CollegeStudents’ Responses to

Antismoking Messages :Denial,Defiance, and other Boomerang

Effect,PDF.

Farrelly MC, Healton CG, Davis

KC et al. Getting to the

‘‘truth’’: evaluating national tobacco counter marketing

campaigns’. PDF

DPhil, F, Brain .(2003)Effects of

Anti-Smoking Adevrtising onYouth Smoking: A Review,

Available at:<http://people.oregonstate.edu/

~flayb/MY%20PUBLICATIONS/

Mass%20media/Wakefield %20et%20al%2003JHC

%20Review%20Effects%20anti-smok%20adverts.pdf

> Last Accessed 13 November

2012.

Parpis, Eleftheria (1997),"Up in Smoke: Kicking Butt,"

AdWeek (Eastern Edition),

38 (41), 33-38.

Healton CG. (2002) Gettingto the ‘‘Truth’’: Assessing

Youths’

Reactions to the ‘‘Truth’’ and ‘‘Think. Don’t Smoke’’

Tobacco Countermarketing

Campaigns.PDF

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