The Campaign

The reversed dynamics of conversations around cigarettes and smoking were applied by focusing on the benefits from not smoking. Significant aspects of a youth’s life became the key messages: - Better Health: Stay smoke-free to stay fit - Better Look: Stay smoke-free to stay beautiful - Better Wealth: Stay smoke-free to get rich - Better Environment: Stay smoke-free to stay green Challenges and insights from 2009 post campaign evaluation against TA Youths 15-25 years old: -Social/peer influences are strong drivers so we must consistently inspire them to stay smoke-free. -Government campaigns are seen as preachy. -Cool factor is what define youth. -Youths like more direct messages about smoking. -Humour if done well is powerful as they will naturally talk about it with friends. -Reach alone is not enough; be in their space. -Social Media is integral; leverage on social media to initiate & facilitate conversations -refer to email-

Success of the Campaign

- ‘GAE’ made it into Singapore Book of Records under ‘Mass Participation’ category; record title of ‘First Radio-Led Mass Walk’ - Total registration: 1,200. Increase in visitorship to Breathe.sg – up by 10-fold since launch -Campaign recognition at 73% with 62% recalled hearing about smoke-free messages – highest against our core target aged 15-17. -41% recalled campaign tagline spontaneously, increase from 32% last year. -27.8million impressions generated with 0.06% CTR; clicks from blogs/tweets averaged at 0.49% -33% recall rate on social media, and of those, 78% took action in following through. -Media coverage generated in traditional, online & social media platforms.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

-Singapore’s first-of-its-kind flash mob ‘Great Audio Experience’ was held on 29/5/2010 to commemorate World No Tobacco Day. ‘The Voice’ took participants through a series of activities via 3- 5mins airwave blocks on 98.7FM, to celebrate ‘Living It Up Without Lighting Up’ while they made their way to Plaza Singapura. - Online social media such as Twitter and blogs used to heighten interest through engaging well-known bloggers to write about smoke-free messages and, pre, during and post event. -Leveraged media partnership’s website and celebrity profiles via Facebook or Twitter to promote event. -Teens magazine advertisements and email broadcast. -Banner displays on youth network sites. -Bus posters and train floor stickers at strategic youth-centric locations to promote 4 pillar messaging and drive online registrations. -Ambush squads for event sign-ups -School outreach program for student’s participation -Content buy on TV and live coverage on event day -Radio was also used for campaign sustenance.