Directorate-General Health & Consumers - "My Son"

Saatchi & Saatchi Brussels

Saatchi & Saatchi Brussels Bruxelles, Bélgica

9978

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Marca: Directorate-General Health & Consumers
País: Bélgica

Anunciante: European Commission DG COMM

Titulo	My Son
Agência	Saatchi & Saatchi Brussels
Campanha	Ex Smokers are Unstoppable
Anunciante	European Commission DG COMM
Marca	Directorate-General Health & Consumers
Posted	Abril 2013
Produto	DG SANCO
Sector Empresarial	Consciencialização social sobre drogas / álcool / tabaco
Legenda	Ex-Smokers Are Unstoppable
História	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.
Tipo de Mídia	Televisão
Comprimento	41 seconds
Director criativo	Jan Teulingkx
Director criativo	Alexander Cha'ban
Equipa criativa	Stijn Klaver
Equipa criativa	Bouke Zoete
Equipa criativa	Ross McCurrach
Equipa criativa	Arnaud Bailly
Director de contas	Karen Smessaert
Account Manager	Niki Peeters
Account Manager	Catherine De Block
Executivo de contas	Anouk Curvers
Art Buyer	Gaëlle Haesaert
Chefe de produção	Christ Lannoy
Designer gráfico	Davy Dooms
Online Designer	Marlies Deforche
Online Project Manager	Ronny Welter
Strategic Director	Yves Van Landeghem
Planeador estratégico	Wendy Galle
Produtor da agência	Paul Vanwijck
Produtor da agência	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