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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
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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
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Syeda Rizvi 7CTA1039 Major Project Title: ‘Anti- Smoking Campaign’
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
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Syeda Rizvi 7CTA1039 Major Project Title: ‘Anti- Smoking Campaign’
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
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Syeda Rizvi 7CTA1039 Major Project Title: ‘Anti- Smoking Campaign’
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
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Syeda Rizvi 7CTA1039 Major Project Title: ‘Anti- Smoking Campaign’
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.
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43
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33
2
41
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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
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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
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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
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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
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“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
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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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Farrelly MC, Healton CG, Davis
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‘‘truth’’: evaluating national tobacco counter marketing
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