Major Project Proposal

A N T I S M O K I N G C AM P A I G N
Syeda Rizvi

INTRODUCTION
The project will intend to design an anti-smoking campaign to develop the awareness with the tools and strategies that could help the smokers quit their habit. The campaign will be significantly designed to promote the motivation needed to quit smoking while projecting the alternative options available to smokers and their benefits in comparison of smoking. The main suggestion is to support the willpower of killing the habit. Further the campaign will also emphasis to convince other smokers to prevent smoking. Prior to writing the outline, research was commenced to identify the various tactics of tobacco companies which were adapted to attract different demographic audiences. Correspondingly the research was further undertaken to explore the strategies chosen by anti smoking campaigns. All the above initiatives are aim to understand the basics of the project and the nature of the competition.

Syeda Rizvi

7CTA1039

Major Project

Title: Anti- Smoking Campaign

INTIAL BRIEF
Promotion campaign of anti- smoking quit behavior
The advertising campaign will communicate the central message theme developing an awareness of substantial alternatives that could help to overcome the addiction of smoking. The task will be accomplish of reaching audiences through various mediums i.e. newsletter, brochure, billboard, series of posters, and an animated ad. Client For this project the client will be the National Health Service'. The NHS provides a comprehensive range of health services. Currently the NHS introduced several campaigns to stop smoking behavior, and the most recent was the stoptober attempt launched on 8th sep 2012. Audience The primary audience is the British youth between the ages of 18 -24 and the secondary audience are those who needs\ help or anticipate to quit smoking. Aim The project will commence with the exploration of various advertising campaigns s visual identity that will lead to designing an appropriate identity for the campaign which will motive the audience to make healthier choice. This identity (logo) will appear in all the projects outcomes. \ Research Research will take place by consulting books, journals, articles, analyzing surveys and other available useful internet sources.

Work Final Submitted work will be 1. Visual identity 2. Series Of posters ( consist on 4 -5 posters) 3. Brochure 4. Newsletter 5. Billboard 6. Animated ad

Syeda Rizvi

7CTA1039

Major Project

Title: Anti- Smoking Campaign

ORIGIN OF ADVERTISING CAMAPIGN

What is an advertising campaign ?
A campaign is to motivate an audience to continue or take some new action. Most commonly the campaigns objective is to drive consumer behavior. Josue Roberto has quoted In Latin, ad vertere means to turn the mind toward. (Roberto,J. 2012). Origin of advertisement 3000 B.C.Sumerians invented the system of writing and the exchange of messages through clay tablets . ( Wikipedia) In 1631 first ad was published in the French first news paper. (Wilson.M.K, 1985).

1613, first French Newspaper

Syeda Rizvi

7CTA1039

Major Project

Title: Anti- Smoking Campaign

TOBACCO ADVERTISING AND ITS Themes

Tobacco products were first time introduced in 1789 when the negative impact of cigarette was unknown. Thus from the 1870s tobacco companies started using attractive images but in 1964 an Advisory Committee to the Surgeon General of the United State was published several articles to prove that tobacco use causes cancer. (Mackay, J.& Eriksen,P.M.2002) Several studies have reviewed that tobacco marketing is based on consumer attitudes, aspirations and lifestyle. According to Ling and Glantzs tobacco products have mostly attempted to target young adults to emphasis their image by exposing their smart or quality approach towards lifestyle. There are almost three dominant themes that have been used in smoking advertisements that promotes satisfaction, reducing anxiety and associates with desirable outcomes. The Satisfaction theme includes taste, freshness, mildness, reducing anxiety strategy focus on reduction of danger of smoking and desirable outcomes that include independence, social success, sexual attraction, thinness, etc. Tobacco Target Audience Tobacco targets various demographic groups that includes men, women, youth ,young adults, ethnicity, religious groups , working class, gay and lesbian. ( Yancey,K, A.et al 2006). Tobacco introduced flavors in cigarette that were designed to appeal children. Over the time tobacco marketing theme have been changed to face the challenge of anti smoking campaigns. Tobacco hosted various themes that introduced taste, satisfaction, desirable social characters, adult theme, weight control for women, etc. Tobacco brands are frequently designed to appeal particular demographic and psychological groups.(Cancerconrol.gov) The intended tobacco audience has changed with the time, various brands of tobacco are targeted towards various demographic.i.e. Joe Camel brand used the imagery of a cartoon to target children who are below the legal smoking age. However this campaign was ended in 1997 with the pressure of anti smoking groups. The Virgina slims brand was introduced to target the female audience.

The UK government has launched Plain Packs protect campaign which will mean that all tobacco products will look the same. The researcher concluded that 340,000 children in the UK tempted to try smoking every year by getting attracted to tobacco package designs. Tobacco companies has adapting various tactics to attract audiences by ignoring health risks associated with it. The main evidence is the use of Western life style mechanisms to attract the developing world audience. Result Identified key points of tobacco campaigns : -promising emotive solution -emphasizing on a glamorous expression -Portraying tobacco with an extreme trendy image

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Syeda Rizvi 7CTA1039 Major Project Title: Anti- Smoking Campaign

STRATEGIES APPLIED IN VARIOUS ANTI - SMOKING CAMPAIGNS

1
Disease and Death Message Theme
These kinds of messages highlight health diseases smokers mostly suffer with such as : lung cancer, emphysema, impotency, cardiac problems and premature death. This approach enhances adolescents; perceptions of the severity of the health risks of smoking.

Cosmetics Message Theme

Selling Disease and

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The purpose of such messages is to awaken the awareness amongst smokers that how smoking leads them towards unattractive and annoying side effects that are of a cosmetic nature by emphasizing on smelliness, yellow teeth, skin dryness, wrinkles that lead to aging before time. (Minnesota Department of Health 1991).

Death Message Theme

The Selling disease and death message focuses the fact that tobacco companies provoke consumers into purchasing a product that causes serious disease and even death. So the objective of these tactics is to boost adolescents perception about the high health risk and their resistance against tobacco marketing.

Endangers Other Message Theme

The main concept of these messages is to stress how second hand smoke and smoking in general harm a smokers family members, colleagues and peers. Another message is to make smokers realize how nonsmokers are disappointed or angry at smokers due to their lack of consideration of others.

3 3

Hamish Gray, 2010, NewZealand http://www.behance.net/gallery/DeathRow/870466

Javier Delgado 2012, USA http://www.behance.net/gallery/Antismoking-campaign/3461677

5 5

Johan Velez,USA,2012 http://www.behance.net/gallery/Teen-Anti-Smoking-Campaign/ 4736499

Smokers Negative Life Circumstances Message Theme

5 In these messages smokers are

Result Identified key points of tobacco campaigns : -promising emotive solution -emphasizing on a glamorous expression -Complementi tobacco as a trendy brand

depicted as losers who prefer smoking to camouflage their failures in life. Parpis & Shin (1997) have commented that smoking is a hindrance, rather than a pathway to achieving higher order aspirational goals. The main idea is to create a perception of the severity of social disapproval risks because of smoking.
7CTA1039 Major Project

4
Ken Smith,2012, USA http://www.behance.net/gallery/Smoke-isPoisonous/3379081

1
Marta Berkolayko 2012 http://www.behance.net/gallery/AntiSmoking-Ads/5447007

Syeda Rizvi

Title: Anti- Smoking Campaign

TARGET AUDIENCE
Proportion of Adolescents between the age of 18-24 in UK

18-24 is the highest smoking rate as it was investigated 24% of young adolescents smokers compare to 10 % of those 65 year or older. (Cancer
Research UK,2012)

purchasing power of target audiences

64.7% are employed 35.5% are un employed 23.6 % are full time students 24.8% are economically inactive
youth unemployment statistic 17oct 2012

658,000 unemployed in last three months to August 2012 About one in three men and one in six women aged 20-34

still live at home, according to ONS figures, due to high rents and house prices and other costs. In 2011, 64% of men and 46% of women aged 20 were living with their parents, while only 7% of 34-year-old males and 2% of 34-year-old females remained in the family home. The figures show that about 5.5 million people aged between 20 and 34 were living as a couple in their own household, while 1.5 million live with others but not family, and just under 1 million lived alone.(guardian,2012).
http://www.guardian.co.uk/money/2012/may/29/3m-young-adults-liveparents

http://www.sociology.ed.ac.uk/youth/docs/UK_sociodem.pdf

Syeda Rizvi

7CTA1039

Major Project

Title: Anti- Smoking Campaign

FINDINGS
Anti Smoking strategies and their impact

Initial ideas have been extracted by an article written by Joyce M.Wolburg (2009), where the author has quoted various comments of college students where students express their thoughts about ongoing antismoking campaigns. Wolburg( 2006) noticed that many ads are annoying and ineffective particularly when smokers noticed continuously one message delivered by various campaigns so they all are aware that smoking is harmful but many smokers acknowledge that the strategies and approaches must be changed to acquire modification in quitting smoking behavior.

As many antidrug campaigns do give all the reasons to stop smoking but not the tools of quitting. (Wolburg.M.J 2009).

There isnt an ad out there that would get me to quit. A smoker who isnt ready to quit wont do so from an ad.(Wolburg recorded in 2009)

Ansolabehere S, et al ( 1994) has mentioned although the negative advertising is not always clearly defined, it is generally regarded as consisting of messages intended to attack, criticize or discredit opponents and opponents messages, rather than messages designed to promote a preferred alternative. Wolburg has also pointed the adverts of anti-smoking must Give the tendency of college student smokers to underestimate the difficulty in quitting, special initiatives may be needed to effectively promote smoking cessation. ( Wolburg. M.J 2006). However, The British American Tobacco (BAT) emphasis that campaigns must target the youth when marketing its products, i.e. when a person begins smoking and he realizes that he/she is still young the possibility of quitting smoking is lower. ( Makere University,2011) While Wolburgs (2006) analysis was an attempt to understand what drives students to stop quitting smoking to evaluate the strategies they use. Thus this approach could help to gather meaningful information that would help to convey the message more effectively to the target audience.

Many of the antismoking messages that may successfully prevent young teens from starting to smoke may nevertheless be ineffective with college students who already smoke, or worse, undermine smokers efforts to quit ( Wolburg. M.J 2009).
yelling into a megaphone that these bags represented the number of people killed by smoking every day. (Campaign Media Analysis Group,(2003). The intention of such advertisements clearly conveys the hard medical realities of the effects of smoking.( Parpis 1997, p. 35) and emphasizes that tobacco companies profited from selling products that killed their customers.

The author has pointed towards the most popular antismoking campaigns developed by the American legacy Foundation, truth . The general goal of truth was to address the risks of smoking amongst teenagers and warning them of the risks associated with the habit. (Farrelly,MC. Healton,CG. Davis,kc etal.(2002). Truth has adapted negative advertisement methodology with the disease and death message theme; one of their most popular ad, titled Body Bags has presented a group of teens pulled out of 1200 body bags onto the side walk in front of the building,
Syeda Rizvi

In response of this ad ( Body Bags) Wolburg recorded various student reactions:

7CTA1039

Major Project

Title: Anti- Smoking Campaign

Theyre dumb (anti-smoking ads). Nobody wants to see 1000 body bags on TV. I change the channel or ignore them. Or else I laugh.(Wolbugr recorded in 2004)

FINDINGS
Anti Smoking strategies and their impact

Almost all the students are aware through various medium that Tobacco is a single largest preventable cause of death (Wolburg, 2009). In another study Dr Tea Broadway (2000) reported that scientific evidence shows, those who try to quit smoking face a more difficult problem physically. Smoking is a hard habit to break and psychologically, quitting smoking may even be tougher.(Sulait,N.(2011). Students personal comments cited in Wolburg investigation undertaken in 2006 and then in 2009 helps to identify the gap where they hardly find any message through print or digital media that provide suggestions or alternatives which can help them to quit because smoking is a difficult addiction to overcome . (Wolburg2006). Anti-smoking messages taught them the health risk and gave them all the right reasons to stop smoking but not the tools of quitting. (Wolburg, 2009).

Exposure to anti-smoking advertising decreased the likelihood of progression to establish smoking for young adolescents but add no effect to older adolescents. (Emily J Kothe and Barbara A Mullan 2011).
Conversely smokers also reported that:

The ad might remind you of what smoking does but it wont make me feel like quitting . I feel advertising campaigns are fairly harsh yet effective. I must admit it turns me off smoking, however they would not make me quit.(Wolburg,M,j.(2009).
Furthermore, Hye-jin-paek (2008) pointed that Anti-smoking campaign can play a direct and indirect role in shaping adolescents smoking behavior, he further argued no study has taken into consideration what an individual brings to antismoking campaign exposure and how that may affect their responses to the campaigns.

have further Kothe & Mullananti-smoking described that

Syeda Rizvi

advertising generally did not decrease the desire to smoke.

7CTA1039 Major Project

Title: Anti- Smoking Campaign

BRITISH GOVT. BAN ON SCARY ANTI-SMOKING ADS

Get Unhooked By NHS

http://www.metro.co.uk/news/49222-ban-for-scary-anti-smoking-ads

The Advertising Standards Authority in the UK said that any campaign that relates to cause fear and distress will consider offensive particularly when they cause fear to children.

Syeda Rizvi

7CTA1039 Major Project

Title: Anti- Smoking Campaign

QUIT SMOKING CAMPAIGNS CONTEMPORARY APPROCHES

Rhys Jones 2011 United Kingdom http://www.behance.net/gallery/NHS-Anti-Smoking/2325890

Nicole Channon, United Kingdom,2012 http://www.behance.net/gallery/Anti-Smoking-Litter-Campaign/5027249

Manuchar Kereselidze,2012, Georgia http://www.behance.net/gallery/Web-Design/ 5867347

Charley Waite 2012 United Kigndom http://www.behance.net/gallery/Anti-Smoking-campaign/4275591 Pam Langfield USA 2011 http://www.behance.net/gallery/Anti-smokingposters/2502961

Stoptober anti-smoking campaign launched by Government http://www.telegraph.co.uk/health/healthnews/9529999/ Stoptober-anti-smoking-campaign-launched-byGovernment.html

kids smoke effect 31 Mar 2012 http://www.telegraph.co.uk/health/ healthnews/9177856/Government-releasenew-hard-hitting-anti-smoking-advert.html

Syeda Rizvi

7CTA1039 Major Project

Title: Anti- Smoking Campaign

References
Wolburg,M,J. (2009), Misguided Optimism Among College Student Smokers:Leveraging Their Quit-Smoking Strategies for Smoking Cessation Campaigns.PDF. Wolburg,M,J.(2006), College Students Responses to Antismoking Messages :Denial, Defiance, and other Boomerang Effect,PDF. Farrelly MC, Healton CG, Davis KC et al. Getting to the truth: evaluating national tobacco counter marketing campaigns. PDF DPhil, F, Brain .(2003)Effects of Anti-Smoking Adevrtising on Youth Smoking: A Review, Available at:< http://people.oregonstate.edu/ ~flayb/MY%20PUBLICATIONS/ Mass%20media/Wakefield %20et%20al%2003JHC %20Review%20Effects %20anti-smok%20adverts.pdf > Last Accessed 13 November 2012. Parpis, Eleftheria (1997), "Up in Smoke: Kicking Butt," AdWeek (Eastern Edition), 38 (41), 33-38. Healton CG. (2002) Getting to the Truth: Assessing Youths Reactions to the Truth and Think. Dont Smoke Tobacco Countermarketing Campaigns.PDF Campaign Media Analysis Group. (2003) American Legacy Foundation Truth About Smoking Took In. Available at: http://legacy.library.ucsf.edu/ tid/oco10c00. Last Accessed 9th November 2012. Ansolabehere S, Iyengar S, Simon A et al.(1994). Does attack advertising demobilize the electorate?PDF. Kothe,J,Emily & Mullan, A, Barbara (2011) Smokers and ex-smokers reaction to anti smoking advertising: a mixed methods approach. Available at : < http://ojsprod.library.usyd.edu.au/ index.php/Orbit/article/view/ 2229> Last Accessed 11 Nov 2012. Hye-jin-paek (2008) Mechanisms Through Which Adolescents Attend and Respond to Antismoking Media Campaigns.PDF. Sulait,N. (2011) ANTI-SMOKING CAMPAIGN AND CONSUMPTION OF CIGARATTES,Avalable at :< http://cees.mak.ac.ug/sites/ default/files/publications/ nayebare.pdf > Last Accessed : 13 November 2012. Josue Roberto, (2012) Available at: < http:// robertosencion.com/post/ 33898823776/to-turn-themind-forward> Wikipedia. Available at: http://wiki.answers.com/Q/ Contributions_of_sumerians [Last Accessed 28 Oct 2012]. Wilson,M,K.(1985) Journal of the History of Ideas, published by Unversity of Pennsylvania Press, Avaialble at :< http://www.jstor.org/discover/ 10.2307/2709546? uid=3737432&uid=2&uid=4&si d=21101448183897> [Last Accessed 28 Oct 2012]. Mackay, J.&Eriksen,P.M. (2002), The Tobacco Atlas, Published by World Health Organization, Avaialble at :< http://books.google.ae/books? hl=en&lr=&id=BqNIwTkoYOoC& oi=fnd&pg=PA9&dq=history+of +Tobacco+products +&ots=T0YYCwtjqU&sig=JW1D cv7NDm7SkbFi0pIU4Wbq6Qg&r edir_esc=y#v=onepage&q=hist ory%20of%20Tobacco %20products&f=false> [Last Accessed 30th Oct 2012]. Cancerconrol.gov.(2012) Avaialble at: < http:// cancercontrol.cancer.gov/tcrb/ Monographs/19/m19_5.pdf> [Last Accessed 30th Oct 2012]. Yancey,K, A.et al.( 2006) Addressing Diversity and Health Literacy at the Work site, Available at:< http://www.ph.ucla.edu/hs/ HS_200B_W08_Class_webpage / Readings_01-28-08_Yancey_Ad dressing_Diversity.PDF> [Last Accessed 3 Nov 2012]. youth unemployment statistic 17oct 2012 http://www.google.com/url? sa=t&rct=j&q=&esrc=s&source =web&cd=3&sqi=2&ved=0CEE QFjAC&url=http%3A%2F %2Fwww.parliament.uk %2Fbriefing-papers %2FSN05871.pdf&ei=HYmeUNT 5AsaShgfN_4CQBA Health Direct,(2012). Available at : < http://www.healthdirect.co.uk/ 2012/09/stoptober-antismoking-campaign-launchedby-government.html > Last accessed 13 November 2012.

Syeda Rizvi

7CTA1039 Major Project

Title: Anti- Smoking Campaign