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Anti smoking strategy based on the successful theTruth Campaign.
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a new brand of thinking on smokingbased on thetruth® campaign
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Anti Tabacco Campaign
z strategic background
z brand architecture
z target
z evolution of the brand
z integration
z strategy
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+ 1,200 people die everyday from smoking-related disease
2,000 teenagers become regular smokers every day
80% of smokers start before the age of 18
The Tobacco Industry spends over $32MM a day marketing some of the strongest brands in the world – creating “friendly familiarity” with young people
The Facts – smoking USA
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Outbrand Big
Tobacco”Create a relevant brand to
give teens an alternative to cigarettes
THE challenge
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the top 20 brands in the WORLDSource: Martin Lindstrom & Millward Brown 2005
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Teen brands are tools for expression and identification.
I’m global
I’m unique
I’m an athlete
I’m connected
I’m cool I’m about the environment
Teen Brands
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Tobacco companies own
some of the most powerful
brands in the world.
Around 80% of teens smoke the most recognized brands
Teens and Tobacco
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Talked to thousands of teens
Analyzed the competition
Listened to the experts
…here’s what they learned:
What Truth did:
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Source: NYTS 2002
Demographics
Teens Who Have Ever Smoked
0%10%20%30%40%50%60%70%80%
6 7 8 9 10 11 12
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Rebel
Take Risks
Fit In
EXPRESSIONS OF CONTROL: “NEED STATES”
Be Independent
Self Expression
Feel Respected
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Index Open to
Smoking Teens
I like new experiences, breaking rules 155
I like to do things that are risky and dangerous 154
Standing up to adults is cool 141
Daydream about getting even 400
It’s OK to lie sometimes 157
These behaviours are all about CONTROL
v MINDSET: Sensation Seekers
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Smoking among Teenagers by Sensation Seeking Status
0%
10%
20%
30%
40%
50%
60%
4th-5th 6th-8th 9th-10th 11th-12th
Grade
Sm
okin
g P
reva
lenc
e
High
Low
Source: Porter Novelli/Youth Styles Study
The Target: Sensation Seekers
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Birth Teen Adult
No control Asserting Control Full Control
Control: A Universal truth About Growing Up
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for teens:
SMOKING
=
CONTROL
! Key Insight
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To compete with
tobacco,
truth must fulfill
the desire for control
as effectively as
the tobacco industry
has.
Strategy
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Anti-Smoking“Diz não”
“Pensa, Não fumes”“Tabaco mata”“Tabaco é feio”
Until now, the world has been upside-down...
Not Cool
RebelliousPreachy
AspirationalTobacco
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New BrandThe Future
Anti-Smoking“Diz não”
“Pensa, Não fumes”“Tabaco mata”“Tabaco é feio”
Not Cool
RebelliousPreachy
AspirationalTobacco
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2/3 of teensRemember ads for tobacco
2 times the % of adults
Teens especially remember ads by Philip Morris - Marlboro
Source: Campaign for Tobacco-Free Kids March 2002
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Expose the reality of the tobacco industry
Take teens’ need to rebel and point it at Big Tobacco
Relate to sensation-seeking teens on their own terms
New Approach
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Rational:
Honest facts and information that
expose the lies of Big Tobacco and
put teens in control
Emotional:
Rebellious Risky
Intelligent Empowering Independent
Tolerant
Brand essence
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8.5 million people live with illnesses linked to tobacco.
1/3 of young smokers will eventually die of illnesses relates to tobacco.
By the year 2020, it is estimated that tobacco will have killed worldwide 10
million people per year.
Every 8 seconds, someone in the world dies from an illness related to tobacco.
Every year, cigarettes leave 12,000 teens without a mother and 31,000 without a
father.
In the USA, tobacco kills more Americans than automobile accidents, homicide, Aids,
drugs and fires all put together.
Campaign evolution
Objective
Message
Reaction
Tobacco Industry sells a product that
kills. More then leaves and paper.
1st Phase
Industry & Product
Awareness
“WAKE UP &PASS IT ON”
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“REJECTION”
Industry Documents:In their own
words
2nd Phase
Convey Industry’s
Perspective
A president of a tobacco company said under oath that he believed that gummy bears were as addictive as
cigarettes.
In the past, big tobacco companies compared smoking addiction to M&Ms.
In 1985, a vice president of a tobacco company, talking about death derived from smoking explained: “People die
in their sleep, should we then prohibit them from sleeping??”
In 1984, a tobacco company tagged teen smokers as “substitute smokers.”
A tobacco company donated $125,000 of food to a charity and then spent $21 million communicating it. When you have a product that kills you really do need to work hard
on PR.
A tobacco company developed, behind closed doors, a cigarette called "Y1" which had 50% more nicotine.
How do babies avoid passive smoke? “At some stage they learn to crawl.” replied a tobacco executive in 1996
Objective
Message
Reaction
Campaign evolution
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“NEW NORMS”
What differentiates the
Industry. Connect hard facts to cold
reality
3rd Phase
QuestionFairness &
Pattern
Objective
Message
Reaction
Campaign evolution
Tobacco Industry sells a product that
kills. More then leaves and paper.
1st Phase
Industry & Product
Awareness
“WAKE UP &PASS IT ON”
“REJECTION”
Industry Documents:In their own
words
2nd Phase
Convey Industry’s
Perspective
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“KNOWLEDGE IS CONTROL”
Ask Questions, seek answers. A view from the
inside
4th Phase
Motivate questions
Objective
Message
Reaction
Campaign evolution
“NEW NORMS”
What differentiates the
Industry. Connect hard facts to cold
reality
3rd Phase
QuestionFairness &
Pattern
Tobacco Industry sells a product that
kills. More then leaves and paper.
1st Phase
Industry & Product
Awareness
“WAKE UP &PASS IT ON”
“REJECTION”
Industry Documents:In their own
words
2nd Phase
Convey Industry’s
Perspective
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What if adverts told the truth?
Creative
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Target
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“ Younger adult smokers have been the critical factor in the growth and decline of every major brand and company over the last 50 years.... If younger adults turn away from smoking, the
industry must decline, just as a population which does not give birth will eventually dwindle.”
R.J. Reynolds, 1984
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Tweens (8 – 12)• Paradox between being a kid
and being a teen
• Peer influence coming to its prime
To reach younger tweens (8-10), talk to their age group
For older tweens (11-12), aim for 14 y/o
College (18 – 22)• Independence is real… kind of• Their world is self-contained• Have money to spend but picky
about where to spend it
To reach college students, target college students
Young Independents (18 – 24)• Independence is real• Provide for themselves• Have money to spend
To reach young independents, target 24 y/o
To reach 13-15 y/o, target 17 y/o To reach 16-17 y/o, target 21 y/o
Teens (13 – 17)• Peak of peer influence• Sparks of independence• Want to fit in but at the same time
be a unique individual
Lifestage Chart
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Integration
Online
Advertising
Gear
Grassroots
Collateral
Buzz
Competition
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Searching for the truth
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On-line social network
Activities
National tour - grassroots
Pedagogic information
Media Partners – Grupo Media Capital
Cidade FM / Best Rock FM
TVI - television
IOL / Sapo – Internet Portal
Entertainment – live music
strategy
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National Tour
Schools
Universities
Shopping Centres
Local Council Events
Main National Events – music festivals
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Financial Partners with added value
Sport (Adidas / Puma)
High Profile Consumer – (Coca-Cola)
Banks (Montepio)
Lifestyle (Surf, Skate, Hi-Tech, Hip-Hop)
Associations (Liga Portuguesa de Futebol
Profissional)
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