anti-smoking presentation
DESCRIPTION
Anit-Smoking campaign presentation to VTSF at the VCU BrandcenterTRANSCRIPT
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ydouthink Collis Goodman Hammel Khana Ridoré Stallworth
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Segmentation Study
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Research
Focus Group+ +
Man on the street Secondary
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all-or-nothing
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the numbers have dropped
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...or have they?
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“I’m NOT a smoker”
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Social Smoking
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Smoking doesn’t start with a cigarette, it starts with an excuse.
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51%of college students identify
themselves as social smokers
Source: Pediatrics Journal "Social Smoking Among US College Students"
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“Approximately half of young people who begin smoking
‘casually’ or ‘socially’ were smoking everyday within one year.”
Source: Columbia University Health Services
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Social Smokers may feel they’ve found a loophole in smoking. In
reality, they’ve found the trap.
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Stopping the spark before the fire & reducing the number of smokers
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Print, Adjective
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Print, Lungs/Denial
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Print, Sally
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Radio
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TV Sarah
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TV Lauren
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Website, home page
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Website, don’s video
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Website, headline game
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Website, board game
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Website, merchandise
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Movies
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Movies
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De-engineer the phenomenon of social smoking
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Budget Allocation
Total Budget: $3 million (100%)
TV (3) $1,500,000
Print (3) $400,000
Radio (1) $150,000
Website $250,000
Indoor
Malls (backlight displays) $450,000
Movie Theaters $45,000
Nontraditional
No Social Smoking Signs $5,000
School newspapers $200,000
Media Targets
Demographics Percentage
Children (6-11) 0%
Teens (12-17) 55%
Adults (18-24) 45%