Desocializer campaign

Olga Bukharova, Claudia Calles, Jason Fearon,

Andrew Grant, Joel Martin, Sabrina Moore

Decrease percentage of BC post-secondary students who are smokers from 18% to 14% during the period from September 2008 until August 2009

Post-secondary students in BC Male and female smokers 19 to 29 years old, 19-24 skewed

Health Authority Post- secondary Institution Campuses chosen

Fraser North Douglas College New Westminster

British Columbia Institute of Technology Burnaby

Simon Fraser University Burnaby

Fraser South Kwantlen College Surrey

Simon Fraser University Surrey

Fraser East University College of the Fraser Valley Abbotsford

Vancouver Island University of Victoria Victoria

Malaspina University-College Nanaimo

Camosun College Victoria

Northern University of Northern British Columbia Prince George

Interior University of British Columbia Kelowna

Thompson Rivers University Kamloops

Vancouver Coastal University of British Columbia Vancouver

Vancouver Community College Vancouver

Langara College Vancouver

FHA and Thompson/CaribooAboriginalTrade Students

Fledgling smokers

Early dependent smokers

I am a casual smoker

When I am seen smoking with others, I look sophisticated, important and confident

Aware about adverse health effects but don’t feel vulnerable yetThink that smoking enhances their imageHave no attention to quit soonDependent even though may not realize that

Former smokers between 19 to 29 years old who attend post-secondary institutions in BC

Smokers 19 to 29 years old who are not students

TimingExposurePromotional considerationsCreative considerations

High frequency during first monthStrong visual presenceInteractivityTargeting

SegmentationCost-efficiencyFrequencySeasonality

School year versus summer

15 schools 1 major region 5 communities

BigboardsMiniboardsCampus Newspapers

Pre-show commercialsBacklitsMiniboards

Interior bus cardsKing displaysSeventiesSkyTrain platform postersTransit shelters

FacebookYouTubeGoogleMicrosite

InteractiveInformation

SuperBoardsPosters

Street teamsAerial bannersWild postingsPremiums

50% awareness among students60% visit website40% smokers

~52,000

18% to 14%4% of total students

433,000

Approximately 17,300

Focus group with smokersOne-on-one interviews

Discoveries: Existing messages too exaggerated Well-educated about health risks

Social smokers feel that because they smoke so little, the health effect are not relevant to their lives

“I am 21, and I still have 30 years left to get my life sorted out.”

“I do not smoke that much, so I don’t feel like it affects me.”

Focus creative on the immediate effects of smoking.

Use only one logo on creative to reduce image clutter. More logos are used on larger media.

Develop an online presence where the target market can interact with the message.

Focus-tested two creative concepts Testing took place using an online

survey

Gathered a wide range of opinions, from across Canada

One concept was more effective in driving traffic to the website

Respondents were able to recall the sponsor’s name after seeing the logo in the advertisement