Post on 26-May-2015
description
transcript
A Personal message to
smokers
The sm king Kid
Neha Malik, Neha Soni, Anurag Mishra, Ravi Kumar, Waseem Akram
Introduction
• THPF has aggressively promoted free hotline “1600 Quitline” to help smokers.
• Despite high investment, the number of calls remained low.
• The campaign failed to create the attention that led to behavioral change.
• A new approach called “Inside-Out Reflection” used to convince smokers.
• Online media was used as a direct channel to communicate.
• With $5000 budget & no media spending, Smoking kid had an enormous impact.
How to convince someone who refuse to listen Since 1990s, the Thai government took measures like:
Banning Smoking in public areas Restricting advertising Images on cigarette package Promotion of “1600 Quitline”
Challenges
Smokers immune to anti-smoking campaigns
Smokers ignored the campaigns 1600 Quitline became just another
meaningless warning New approach required
Goal was to increase the number of calls to the 1600 Quitline by 10% over 3 months
Strategy
• Inside-out Reflection approach
• A personal message to smokers
• Creative idea
• Smokers and Thai cultural insight were combined
• The ‘Smoking Kid’ Idea
• Smokers to act the speakers if the anti-smoking
campaign
Implementation
Outcome
• Increase in number of calls during campaign
• Earning was way higher then investment
• Post campaign effect
• Global recognition
• Clip got popular in 30
countries
Recommendations
• Strict Ban on smoking in public.
• Ban to have smoking areas in work place.
• Smoking “not so cool” in social media.
• Public banners on impotency caused due to smoking.
• Smoking cards.
Questions
• Would this add work on you? Comment?
• Using kids in this awareness, was it right?
• What will be the effect of smoking card on manufacturer and smokers?
• Compare the investment with outcome of this project.
• ………..