ENSP Cascais

15 November 2007

integrating

Youth Marketing

+Social Media

applied to smoking prevention

Internet = new order

…transparency

…no secrets

…disclaimers

teenagers80-90% of smokers start by the age of 18X

XDo popular students smoke? The association between popularity and smoking among middle school students  Journal of Adolescent Health, Volume 37, Issue 4, Pages 323-329

T. Valente, J. Unger, C. Johnson

80% of teens smoke + recognized brands

adults99% do plenty of other stupid things

mydisclaimers

…not scientific “statistics don’t lie, statisticians do”

Nokia Executive

…i smoke1% that try to limit other stupid things

teenagers… + popular a student is in middle school, + likely he or she is to smoke; … antismoking efforts will need to focus especially on popular kids;… peer pressure leads to submission & acceptance;… graphic images/messages ≠ feeling of being invincible and desire for immediacy

teenagers… smokers addicted;… fear based anti-smoking BUT with integrated grass roots campaign

… Truth® campaign:… Wake up & Pass it on

… Rejection

… New Norms

… Knowledge is Control

competition… an Industry acutely aware of serving young smokers’ emotional needs; … brands that are associated with the attributes of ‘youth’;… Industry with design marketing strategies that are deliberately ‘young’

Marlboro is one of the strongest brands in the world

Death warnings & severe limitations on visibility…

social media… transparency;

… conversation (listening is implicit)

… trust

… speed

… human voice - language;

… crowd wisdom - collective intelligenceYES where there is collective intelligence

you WILL find collective stupidity

but it’s collective!

tools… social networks (MySpace/Facebook)

… blogging

… micro-blogging (twitter)

… resources / Wikipedia

… leverage the power of video;

… consumer generated content

become part of the global conversation!

music industryhad 2 choices:

work with loyal customers

or

threaten them with lawsuits

music industrynew marketing:

coercionit’s the new way to make people buy music

Back Street BoysOver 5 Million Views YouTube

Over 5 Million Views Google

First 32 pages on Google Search

“real” BSB

125,000 Views – 33rd Google page

Who ARE the real BSB???

apply same ideanew marketing (?):

fearit’s the path to a healthier lifestyle

mash it up… redefine the ENSP brand; … use the new (cheap & effective)

communication channels;… adapt the communication to suit the

audience & the channel etiquette;… integrate with a grass roots campaign;… empower teenagers with knowledge &

reasons for making the right choice… respect their choice… don’t give up

how?… make the message tangible

… provide peer-to-peer interaction

… provide relevant communication channels for teens

… seed the message among key audiences

… join THEIR conversation

… listen & whatever you do…

DON’T INTERRUPT!

IGMarketing

nuno.lopes@ig-marketing.com

Nuno Machado Lopes

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