“breathe 4 yourself” campaign to curb social smoking alex andujar christine mcmanus maria...
TRANSCRIPT
““Breathe 4 Yourself”Breathe 4 Yourself”
Campaign to Curb Social SmokingCampaign to Curb Social Smoking
Alex AndujarChristine McManus
Maria MonsalveMegan Perry
Background & SignificanceBackground & Significance
• Dangers of smoking
• “Social Smokers” use tobacco as a social activity or component rather than a regular behavior characterized by nicotine dependence
• Growing demographic
• Challenge of creating behavior change among social smokers
Formative Research: 5 Key FindingsFormative Research: 5 Key Findings
• Social settings such as bars or clubs, and tend to “bum” cigarettes off their friends
• Alcohol is a key factor
• Social Smokers can do just as much damage to their body
• Don’t consider themselves as “bad” as smokers
• Impact of peer smokers
““Social smoking is a dangerous activity for new smokers, especially Social smoking is a dangerous activity for new smokers, especially those hoping to contain their tobacco use to just weekends or parties. those hoping to contain their tobacco use to just weekends or parties.
The group dynamic of social smoking also makes it more comfortable for The group dynamic of social smoking also makes it more comfortable for people to start smoking. “ (Swartz, The Daily Orange)people to start smoking. “ (Swartz, The Daily Orange)
Target AudienceTarget Audience
• Boston, Massachusetts
• Ages 21 to 35 years old; 850,703
• Classified as “social smokers”
• Lively lifestyle
• Unaware of social smoking health dangers
Campaign GoalCampaign Goal
• The Breathe 4 Yourself (B4Y) campaign will decrease social smoking amongst social smokers, ages 21-35, in the Boston metropolitan area.
ObjectivesObjectives
– Increase awareness amongst the target audience of the hazards of social smoking by 20% within a three-month period
– Get placement of campaign creatives in 10% of Boston bars within a three-month period
– Decrease instances of social smoking on 30% of six targeted Boston college campuses by 10% within a three-month period
Behavior Change TheoriesBehavior Change Theories• Theory of Planned Behavior
– Attitudes• behavior change motivated by beliefs about positive and negative
consequences of the behavior and the relative weight of each
• Theory of Reasoned Action– Subjective norms
• beliefs regarding what people think about a behavior and how strongly an individual is motivated to meet societal expectations
• Elaboration Likelihood Model– Elaboration
• recall, critical judgment, inferential judgment and evaluation is high when people are motivated to think about content in a message
Creative StrategyCreative Strategy
• Light/Comedic Tone
• Usage of The Far Side cartoons
• Serialized (multiple cartoons)
• 3 Step Approach– Image is the draw– Discredit popular belief– Direct to website
~The Sheep~
Follows the crowd. Smokes only because his friends are smoking
around him…
Little does he know thatsocial smoking still has hazardous
effects on his health.
Not Convinced?
Go to www.breathe4yourself.com
and get the FACTS.(click here)
Promotional CollateralPromotional Collateral
• Bar Napkins
• Bar Coasters
• Brochures– Campus Health Centers– Gyms
Public RelationsPublic Relations
• Press Releases– Announcement of Campaign– Story Pitch Letter
• College Press Program
• 5K Run
Budget BreakdownFormative Research $ 24,245
Print Ads $ 223,502
Out-of-Home Ads $ 66,510
On-line Ads $ 4,700
Website $ 25,000
Public Relations $ 10,000
Promotions $ 30,000
Promotional Collateral $ 11,600
Process Evaluation $ 7,300
Outcome Evaluation $ 18,230
Misc. Costs/Incidentals $ 50,000
TOTAL BUDGET $ 471,087
Budget Breakdown
Formative Research
5%
Promotions6%
On-line Ads1%
Website5%
Out-of-Home Ads14%
Print Ads48%
Public Relations2%
Promotional Collateral
2%
Process Evaluation
2% Outcome Evaluation
4%Misc. Costs/Incidentals
11%
Process EvaluationProcess Evaluation
Methods:– Intercept interviews– Online surveys for
registered B4Y members– Pop-up surveys on sites
with banner ads
Purpose: To discover any fixable campaign problems or challenges as soon as possible
Impact/Outcome EvaluationImpact/Outcome Evaluation
Purpose: To measure campaign success and assess results as related to objectives
Methods:– Longitudinal study (sample size of 30 respondents)
– Hits to Web site
– Two-way communication monitoring (blogs, online chats)
– Post-campaign survey (100 respondents)
– Online campus-wide survey (pre and post-campaign)