Directorate-General Health & Consumers - "My Son"

Saatchi & Saatchi Brussels

Saatchi & Saatchi Brussels Bruxelles, Belgien

9983

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Directorate-General Health & Consumers
Länder: Belgien

Werbende: European Commission DG COMM

Titel	My Son
Agentur	Saatchi & Saatchi Brussels
Kampagne	Ex Smokers are Unstoppable
Werbende	European Commission DG COMM
Marke	Directorate-General Health & Consumers
Posted	April 2013
Produkt	DG SANCO
Geschäftsbereich	Rotes Kreuz, öffentliche Beratungsstellen (Drogen/Alkoholismus/Rauchen/Aids)
Slogan	Ex-Smokers Are Unstoppable
Story	SUMMARY: Every year, 695 000 Europeans die because of smoking. On average, I in 5 European smokers have tried to quit at least once in the past year. But something magical happens once smokers get rid of their tobacco habit. They don’t just quit smoking. They start doing lots of other, positive things as well. The ‘Ex-smokers are Unstoppable’ campaign from the European Commission shifts the focus to the benefits of giving up as it targets 25-34 year old smokers,an age group well aware of the health risks of tobacco. For the first time, the message is a positive one in that it aims to support a long-term motivation to get rid of one's addiction and stay away from tobacco and lead happier and healthier lives. The campaign is built around four elements: appeal, recommendation, reflection and quitting. Facebook is a central platform for all campaign activity with 29 national pages. National ambassadors willing to share their ex-smokers’ stories with the rest of the world were recruited and their personal stories shared virally and seeded via anti-smoking, health and sports bloggers. In addition to the motivational message, free practical help based on science and guidelines on how to stop are provided through iCoach, an online tool which guides smokers through a five-stage process that offers motivation, advice and tips and sends daily help by e-mail so that they stay on course. Results clearly demonstrate that a positive Ex-Smoker campaign gets more attention than a negative Anti-Tobacco one. Two thirds of the research sample is convinced that this approach will encourage more people to stop smoking, and 80% think that it does a better job compared to previous prevention campaigns. Most importantly, intentions to stop have become a reality with heavy registrations and use of iCoach after a campaign of just 5 months giving 150,000 plus Europeans so far a better chance to turn themselves into EX-Smokers and become Unstoppable.
Medientyp	Fernsehen
Länge	41 seconds
Creative Director	Jan Teulingkx
Creative Director	Alexander Cha'ban
Creative Teammitglied	Stijn Klaver
Creative Teammitglied	Bouke Zoete
Creative Teammitglied	Ross McCurrach
Creative Teammitglied	Arnaud Bailly
Etatdirektor	Karen Smessaert
Kundenbetreuer	Niki Peeters
Kundenbetreuer	Catherine De Block
Account Executive	Anouk Curvers
Art Buyer	Gaëlle Haesaert
Produktionsleitung	Christ Lannoy
Grafik-Designer	Davy Dooms
Online Designer	Marlies Deforche
Online Project Manager	Ronny Welter
Strategic Director	Yves Van Landeghem
Strategieplaner	Wendy Galle
Agency Producer	Paul Vanwijck
Agency Producer	Marie Van Den Berg
Principal Advisor for Policy and Communication, Health & Consumers at the European Commission	Despina Spanou
Policy Officer of the Directorate-General for Health and Consumers of the European Commission	Gerhard Steffes
Media Agency	ZenithOptimedia