HELP: For a life without tobacco PR activities 2008

Latvia, Lithuania, Estonia

01.04.2009.

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Introduction to HELP

Kaspars Līcītis

PR Studio

The problem

More than 650,000 avoidable deaths every year in the EU caused by smoking or passive smoking

100,604,000 smokers in the EU (27%), incl.571,000 smokers in Latvia (32,7%)

701,000 smokers in Lithuania (27,3%)343, 000 smokers in Estonia (33,3%)

An initiative of the European Commission

The campaign objective

Adress one of the main causes of

avoidable deaths in the EU

An initiative of the European Commission

That is to say :Make sure that

SMOKE- FREE becomes the NEW standard in the 27

Member States.

SubjectsTarget audiences

_Three issues:●Prevention●Cessation●Passive smoking

_Specific targets:●Young people between 15 and 24●Young adults between 25 and 35

ENTITÉ

PR Events

WEBTV advertising

HELP – integrated Pan-European campaign

Implementation of HELP campaign

_A consortium of agencies Ligaris (Paris), Ligaris Europe (Brussels) and Carat Global Management_A network of local PR agencies was in charge of organizing

events and PR activities in every member state:● In Latvia - PR Studio● In Lithuania - Komunikacija ir konsultantai● In Estonia – Corpore

_HELP progress:●First step: 2005-2008●Second step: 2009-2010

Political context and partnerships

_The necessary inclusion of key tobacco control stakeholders● The European Network for Smoking, constituted of 600 anti-smoking NGOs in

Europe● The European Network of Quitlines● Health Ministries of EU Members States

_Also European Youth Forum is involved in HELP activities

An Advisory Board to the HELP campaign, constituted of tobacco control experts, gives guidelines and advice regarding the strategic choices made in the campaign.

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Public relations and events

Campaign HELP: For a life without tobacco

HELP COmets tool

_CO tests – COmets was developed as a specific way to engage audiences in the 27 Member States.●Easy to measure in expiratory air.●Excellent tool to present tobacco

smoke as a dirty non friendly product

_The COmets results are used as the basis for a European study led by Professor Bertrand Dautzenberg.

What is CO?

_Carbon monoxide (CO) is a poisonous gas and one of the most dangerous constituents of cigarette smoke.

_ It is present in the air breathed in by smokers.

_Non-smokers can also inhale CO in confined atmospheres where there are smokers.

_.

Different COmets programs

_HELP@Work

_HELP Summer tour

_HELP Winter tour

_World No Tobacco Day (May, 31)

_Sports events etc

About 340,000 CO tests have been carried out across the European Union in 2006-2008

Shortly about the COmets program results

_From the survey made by professor Bertrand Dautzenberg: “Over the two years of CO testing of European citizens, the second analysis of the HELP COmets survey shows a decrease in lung pollution by carbon monoxide in non-smokers._This is certainly due to:

● The progress in tobacco control in Europe● National and European initiatives● Anti-tobacco campaigns and HELP in all European

Member states

Media relations

_Daily routine work to build HELP publicity and promote campaign’s activities●Press releases

●Press conferences

●Media interviews

Over 6.800 press cuttings collected

Also...

_ ENSP (European Network for Smoking Prevention) activities:● 38 national projects by local ENSP organisations

_ HELP@SCHOOL: 5,400 educational kits distributed among teachers, including:● Latvia - 222

● Lithuania - 211

● Estonia - 213

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PR activities in Latvia

Kaspars Līcītis

PR Studio

COmets events 2008

_A total of 5,460 people tested in 2008:●35 days of CO-tests●8 major events, including 7 company events

■ Examples: Riga City Festival, Museum Night, Swedbank, BITE, Rīgas Satiksme, Jomas Street Festival, HELP winter tour, HELP&Schools, Latvian Parliament

A total of over 10,000 people tested in 2006-2008.

Best COmets events 2008

_Most successful events:●6 schools – 1,800 CO tests

● Jomas Street Festival – 792 CO tests

●Rīgas Satiksme –540 CO tests

●Musseum Night – 541 CO tests

HELP in Latvian Parliament

HELP in Latvian Schools

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PR activities in Estonia 2008

Allar Tankler

Corpore (EE)

COmets events 2008

_A total of 4,200 people tested in 2008:●18 days of CO-tests●15 major events

■ Examples: SEB Tartu Complex Event, Tallinn Student Days, Tallinn Old Town Days, Beach Youth Centre at Tallinn Stroomi Beach etc.

A total of over 12,000 people tested in 2006-2008.

Best COmets events 2008

_Most successful events:●Elcoteq company event

742 people tested

●Tallinn Student Spring Days 676 people tested

●SEB Tartu Bicycle Rally 643 people tested

Press event

_Provided an overview of HELP activities and campaign COmets survey results● Time: October 23, 2008● Location: Ministry of Social Affairs press room

_Speakers:● Emile Clemens, HELP coordinator, Ligaris Europe● Kristel Ojala, tobacco expert, National Institute for Health Development● Toivo Klaar, head of the European Commission Estonian Representation

_Media attendance:● 11 channels presented and published news items, plus interviews given to additional

media

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PR activities in Lithuania

Migle Mackeviciute

Komunikacija ir konsultantai (LT)

Events in year 2008

_ A total of 4,600 people tested in 2008 ● 24 days of CO-tests

● 12 major events, including 6 company events

■ Examples: Ministry of Health, Kauno energija, Vilnius Municipality, Winter tour in Ignalina Skiing center etc.

_A total of over 10,000 people tested in 2006-2008

Best events in year 2008

_Most successful events 2008:● Summer tour – 2,016 people tested

● Be2gether international music festival – 800 people tested

_Summer tour 2008 - CO events in the most popular resorts of Lithuania for 10 days in a row.● Time: July 1-10, Palanga and Nida

●Media:

■ Balticum TV reportage on evening news

■ 5 journalists visited the tent

■ 15 publications in printed media, 20 publications in the internet, 2 radio stations

HELP Summer tour 2008

Publicity of HELP Summer tour

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THANK YOU! HELP: For a life without tobacco Baltic Team:●Kaspars Licitis

●Allar Tankler

●Migle Mackeviciute