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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