Spring Clinton
SVP, Associate Director of Integrated Production at Arnold Worldwide
Boston, Estados Unidos
TituloSmokers (case study)
Agência
Campanha Tips From Former Smokers
Anunciante Centres for Disease Control & Prevention
Marca CDC
Data da primeira Transmissão/Publicação 2014 / 4
Sector Empresarial Consciencialização social sobre drogas / álcool / tabaco
Legenda You can quit.
História The tobacco industry spends $10.5 billion annually promoting their products. And every day 1,300 Americans die from them. Our objective is to decrease that death toll and help smokers quit. That's easier said than done. These people are addicted to smoking. Many have tried to quit and failed.
Everyone knows smoking kills. But few think about what it's like to live with the effects of a tobacco-related disease. The CDC’s Tips From Former Smokers campaign shows real victims of tobacco. From their own personal experiences, these former smokers give helpful 'tips' on dealing with life if smoking leaves you in the same condition. 
Filosofia Tobacco use is the leading cause of preventable death in the United States. It kills more than 480,000 people every year. And for every person who dies from tobacco use, another 30 Americans continue to suffer with at least one serious tobacco-related illness.
Beyond health consequences, tobacco costs the U.S. more than $170 billion in health care expenses. Meanwhile, the tobacco industry spends $1 million an hour, every hour to promote cigarettes.
Someone needed to take to the nation's media and say something to counterbalance the tobacco industry's onslaught. 
Problema No serious discussion of health can avoid the leading cause of preventable death in the United States: tobacco. Therefore, the goal of the campaign was to continue to drive awareness around the dangers of smoking and get people to seek help by driving smokers to a national quit line (1-800-QUIT-NOW) and a quitting website (smokefree.gov), both of which have been proven by the CDC to be effective in increasing quit attempts.
Our focus groups showed that while people were aware smoking causes cancer and death, few knew the many other ways smoking harms the body. Our strategy was to change those perceptions.
Key to us was that our ad participants were not actors. They'd all be former smokers who knew what it's like and give 'tips' about how to deal with life should smokers continue smoking and contract the same disease. 
Resultado We know from government research studies that a short-term increase in calls to the campaign quit line and visitors to the website help more people successfully quit in the long-term. Call volume increased to an average of 8,273 calls per week for the duration of the campaign, an increase of 80%. Unique visits to the website increased to an average of 102,602 visits per week for the duration of the campaign, representing an increase of 938%.
But, more importantly, according to The American Journal of Preventative Medicine, the Tips From Former Smokers campaign will save about 179,000 healthy life-years and contributed to averting about 17,000 premature deaths. This comes at a cost of $480 per smoker who quit and $393 per year of life saved. Compare this to the commonly accepted threshold for cost-effectiveness of a public health intervention at $50,000 per year of life saved. 
Tipo de Mídia Case Study
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