The European Union has made the fight against smoking one of its top public health priorities, because tobacco accounts for over 650,000 deaths every year in the European Union. This includes 19,000 deaths from passive smoking and these people have never even smoked!
On the 1st March 2005, the European Commission launched a large media campaign “HELP – For a life without tobacco“, which was one of the largest public health awareness-raising initiatives ever organised in the world and it was conducted in all (then) 27 EU countries.
The general motto of the campaign was to provide „Help and support“ - young people (15-34 year-olds) were the main target of the Help campaign because of their attitude that “denormalisation of smoking“ is trendy in Europe.
Few more facts:
• MTV created a TV add and website in 2006 - the purpose was to target young people and so they came up with a catch phrase „Tobacco…where do you stand?“
• Since 2006 there were online campaigns for youth in all European countries and pan-European portals such as Yahoo, MSN or Meetic.
• A powerful viral was launched in October 2007 - a fake online store www.nicomarket.com (7.5 million video views, 450,000 visits).
• A specific Internet website (www.help-eu.com) - active in 22 languages.
• There was a strong and immediate response to the broadcast of Help TV spots as they propelled visits to the www.hrlp-eu.com website: proof that the campaign was effective!
After 4 years of the campaign, the results are impressive:
There is a large media coverage with TV, press, radio and internet releases – to be more specific, there are over 6,800 articles and reports in the media since the beginning of the help campaign.
According to latest enquiry, a one third of Europeans declare to having seen the Help campaign – it is amazing!
Also7 million Internet users for the www.help-eu.com website and more than 1,100 national events performed europe-wide.
340,000 europeans measured their tobacco-related carbon monoxide levels.
4.5 billion media contacts achieved in 4 years (TV + Internet).
59% of young Europeans (under 25) saw at least 1 Help film and 82% of young Europeans liked the advert.
For the conclusion..
I would like to quote Ralph Waldo Emerson: “The believing we do something when we do nothing is the first illusion of tobacco.“ – this is a greate sentence which says that smoking is pointless bad habbit, which kills. I´m glad that The Help Programme was so successful!
Friday, May 15, 2009
Beer Campaigns
The summer is getting closer by every day.
And summer is exactly the perfect time when launch simple but effective PR campaigns, to get people involve and guarantee them somewhat brand loyalty . One Biggest area of such involvement and campaigning is in the beer marketing. They have to come up with a good messages every summer to get people active with their brand .According to Rauno Stüff the marketing director of Saku , 20% of Estonia’s beer drinkers are totally loyal to three beers – Saku Originaal, Rock and A.Le Coq . 80% is open for others. So there is a constant need for campaigning.
Saku Origina’s Last summer campaign included a message that Original is a friends thin (sõprade värk) where over 300 pub partys with a value of each 5000krm were given out between participators. The campaign went nicely with the message. You and your friend can go to a pub party and do the friends thing. But of course to participate you had to buy the beer and then you got a code what you had to send by sms- another great way to make money but not very appealing ,not exiting enough. Saku even launched a video for that campaign http://www.youtube.com/watch?v=oYifncd_-Ic Or it was not exactly for the campaign but with the same message , and eventually , you just got tired of it
Because, it all has been weak. No power has been put in there or nothing exiting enough for us to remember anything about Saku Original after the commercial break. Even though the messages *friends thing*was quite unique, it still did nothing to promote itself
There is a good example of an Austrian Commercial that is so brilliantly done with so much power that the song stayed in my mined for very long time It is massive with great messages- Made From Beer http://www.youtube.com/watch?v=eH3GH7Pn_eA
The Latest Campaign that Saku launched was for Saku Rock, and this time they really got it. It was simple , it was big and in the poster it did just say main points -Rock.ee and lots of stuff . So people understood that it is a campaign with cool stuff and to get more information you must go to the website. If a person is attracted to go to your website, he is yours to keep, because he has been active enough with your product to actually go to the site and all you now have to do is give information in an entertaining way.
www.rock.ee Is specially made Rock beer environment, where you can just spend hours to get through all the cool stuff. This time it not only about the the Beer, it was abos about the lifestyle- and that is a powerful point to communicate.
But let’s wait and see what will the summer bring and what messages will be set to us next to get us hooked. And will they add power this time!
Rauno Stüff-http://est.best-marketing.com/index.php?lang=est&main_id=156&id=41
On the Edge
Last month A le Coq beer factory introduced a new product – classical rootbeer, that has some alcohol in it – up to 0,8%. According to the law a naturally fermentated (up to 1,2% of alcohol) beverage is not considered as an alcoholic drink and thus may be sold to minors. The package of this drink is also provocative – it is bottled in same size and form bottles as beer, which as we all know is an alcoholic drink. The choice of packaging serves to objectives, it’s cheaper to produce in existing bottles plus it gives a feeling of real beer for adults and a sense of forbidden fruit to minors. Funny thing is that sometimes in slang beer is referred to as “kali” (root beer in Estonian). Probably A le Coq has people who did see this coming and saw it as a great way to get some publicity.
It didn’t take long for the subject to pop-up in media. Kopli Art High School’s principle Märt Sults said publicly in media that he will lower the behavior grade of everyone who drinks A le Coq’s root beer in school after an incident where some students were consuming it. Even the police got called to school (http://www.delfi.ee/news/paevauudised/eesti/article.php?id=22826163). On what grounds I’d like to know? In the eyes of law it is equal to lemonade. Punish someone for drinking lemonade is like the medieval which hunts – if you drown you’re cleared of the charge (but dead), if you don’t you are and will be burned to death.
This brought some opinions to the media which were polarized, some favor it, some not. Any case, A le Coq had a PR issue on their hands, which they have handled well: they bought a page in Postimees and provided facts and figures about their product and also involved a specialist to give an opinion. “The stories about possible harm the fact that “Kali” is unsuitable for children is over exaggerated and misleading,” says Raivo Vokk, Tallinn Technical University’s Food Institution professor.
An online poll conducted by Postimees Online shows that 52,7% of people who answered favor the selling of “Kali” to minors and 47,3% are against it (http://www.postimees.ee/?id=107551).
Let’s do it 2009?
Will it be as successful as the last year’s campaign? By reading comments on Õhtuleht (links: 1, 2) about Minu Eesti after 1 st May where some people say that the event was not as successful as said. Kuku's show of Vox Populi, aired on 08.04.2009, where they were asking people if they know what Minu Eesti 2009 is about. Users have commented on their webpage and it seems that they have no faith in that event and still the politicians seem to be behind it.
Not much news are written after the 1 st May, only Eesti Päevaleht writes that Tallinn University of Technology is looking for a solution how to market some technological ideas that people came up and on Let's do it official homepage they reported that smaller co-operations between citizens around the Estonia are done and lately was formed a "Carbage Club" who that their organization organizes the garbage cleanups and they raise awareness amongst the citizens.
So did anything big happen after the 1st May? Well, not yet. The 1st May think-tank was only a small part of the project where they collected the ideas and opinions of people around the Estonia. Currently the Let's do it team carry out an research, still collecting information and data and looking for experts to solve different problems. It's predicted, that processing the whole information will take couple of months or so.
I think that the 1st May event was succesful in many ways. First over the 11 000 people who attended got motivated and found people with similar problems or ways to help each other. So if there is no marginal success to point out, there are hidden affects of it and though the media hasn’t shown it, people are more active in countryside than in towns. For example what I learned from Saku is that people there have for 5 years now organized cleaning day’s once in year that were similar to Let’s do it 2008.
Let’s do it 2008 also won the best PR campaign in third sector and I believe that this year’s campaign could be even more successful as the 2008 cleaning event as the 2009 thinking is over but the process to analyze it and commence it has just been started.
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