Results and Effectiveness

‘- ‘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 -27.8million impressions generated with 0.06% CTR; clicks from blogs/tweets averaged at 0.49%

Creative Execution

HPB held a first-of-its-kind flash mob ‘Great Audio Experience’ (GAE) in Singapore on 29th May 2010 to commemorate World No Tobacco Day. Through four 3-5mins airwave blocks on youth radio 98.7FM, ‘The Voice’ took participants through a series of activities to celebrate ‘Living It Up Without Lighting Up’ in a moving flash mob while they made their way to Plaza Singapura. While a variety of media platforms was used across campaign phases to drive awareness and participation, online was the key medium in engaging Youths as early as pre-campaign through blogger engagement, mass tweets and banner display ads on a variety of Youth sites that included IM, Gaming, Lifestyle/Entertainment and Community networks. Other online activities deployed included leveraged partnerships with other media by utilizing their websites, and TV/DJ celebrity profiles via Facebook or Twitter.

Insights, Strategy and the Idea

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 -Involvement is key; let them become the media channel to engage their peers -Create opportunities to maintain relationships for continuous engagement with them The approach: EXCITE: Inspire youths to pursue a smoke-free lifestyle. ENGAGE: Demonstrate immediate relevance. EVANGELISE: Incentivise behaviour change. Give them resources to spread the message on their own.