Tobacco Control Social Marketing Campaign

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Tobacco Control Social Marketing Campaign
Steve Chapman Senior Marketing Advisor
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Introduction

• In-depth look at Health Canadas on-going
  cessation social marketing campaign
• Contribute insights and experiences gained

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Key Strategy Factors for Success
Mutually reinforcing interventions
Full range of interventions
Coordination among sectors and jurisdictions
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Changing Social Behaviour

• Long-term campaign
• Specific audience
• Variety of vehicles
• Simple call-to-action
• Tested fulfillment pieces
• Promote resources and support program activities

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Cessation Campaign

• Getting started
• Review of best practices literature
• Second-hand smoke campaign

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Objectives Primary (over 3 years)

• To increase the number of ex-smokers aged 40-54
  by 2
• To increase number of quit attempts
• To increase smokers accessing Health Canadas
  program resources

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Cessation Target audience

• Adults aged 40-54 who are thinking about
  quitting smoking
• Slightly skewed towards those of lower
  socio-economic status
• Men and woman, rural and urban areas targeted
  equally

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Concept Development

• Positive Approach
• Engaging, credible spokesperson audience could
  relate to
• Encouraging, empathetic, helpful messages
• Canadian version of Chuck Bob (Eng.)
  Martin (French)
• Bob/Martin did it, so can you!

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Stages of Change

• Reach smokers at various stages
• Smokers understood the premise
• Educated smokers on quitting process
• Helped break down quitting process
• Allowed for strategic airing of action stage ads

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Campaign Messages

• Quitting is possible
• Help is available. Getting help often makes
  quitting easier and it increases the chance of
  success
• Health and in turn lifestyle, will improve upon
  quitting

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Cessation Tactics
Television Eight television ads aired
nationally on conventional and specialty
channels TV Network Partnership Billboards and
Dailies Billboards across Canada and dailies
where no billboards were available Readers
Digest Partnership Walmart Pharmacy Collaboration
National distribution and promotion of Health
Canada resources with campaign integration Web
Google Regional Specific Activities
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Tracking Results Evaluations

• Strong affiliation between TV ads and actions
• 90,000 visits to campaign Bob and Martin
  micro-site in first year, 95,000 in Year 2 and
  53,000 in Year 3
• Over 180,000 units of On the Road to Quitting
  have been requested since the campaign launched
• Close to 90,000 users have created profiles to
  receive email cessation services
• Over 33,000 registrations for e-quit to date

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Calls to 1 800 O-Canada

•    

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Tangible actionsCessation
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Highlights and lessons learned

• Right strategy (its working)
• Continued tracking and testing
• Consistency of messaging
• Integration of campaigns

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Challenges

• Dealing with all levels of approval within the
  government environment
• Short timelines

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