“Breathe 4 Yourself” Campaign to Curb Social Smoking Alex Andujar Christine McManus Maria Monsalve Megan Perry.

““Breathe 4 Yourself”Breathe 4 Yourself”

Campaign to Curb Social SmokingCampaign to Curb Social Smoking

Alex AndujarChristine McManus

Maria MonsalveMegan Perry

Background & SignificanceBackground & Significance

• Dangers of smoking

• “Social Smokers” use tobacco as a social activity or component rather than a regular behavior characterized by nicotine dependence

• Growing demographic

• Challenge of creating behavior change among social smokers

Formative Research: 5 Key FindingsFormative Research: 5 Key Findings

• Social settings such as bars or clubs, and tend to “bum” cigarettes off their friends

• Alcohol is a key factor

• Social Smokers can do just as much damage to their body

• Don’t consider themselves as “bad” as smokers

• Impact of peer smokers

““Social smoking is a dangerous activity for new smokers, especially Social smoking is a dangerous activity for new smokers, especially those hoping to contain their tobacco use to just weekends or parties. those hoping to contain their tobacco use to just weekends or parties.

The group dynamic of social smoking also makes it more comfortable for The group dynamic of social smoking also makes it more comfortable for people to start smoking. “ (Swartz, The Daily Orange)people to start smoking. “ (Swartz, The Daily Orange)

Target AudienceTarget Audience

• Boston, Massachusetts

• Ages 21 to 35 years old; 850,703

• Classified as “social smokers”

• Lively lifestyle

• Unaware of social smoking health dangers

Campaign GoalCampaign Goal

• The Breathe 4 Yourself (B4Y) campaign will decrease social smoking amongst social smokers, ages 21-35, in the Boston metropolitan area.

ObjectivesObjectives

– Increase awareness amongst the target audience of the hazards of social smoking by 20% within a three-month period

– Get placement of campaign creatives in 10% of Boston bars within a three-month period

– Decrease instances of social smoking on 30% of six targeted Boston college campuses by 10% within a three-month period

Behavior Change TheoriesBehavior Change Theories• Theory of Planned Behavior

– Attitudes• behavior change motivated by beliefs about positive and negative

consequences of the behavior and the relative weight of each

• Theory of Reasoned Action– Subjective norms

• beliefs regarding what people think about a behavior and how strongly an individual is motivated to meet societal expectations

• Elaboration Likelihood Model– Elaboration

• recall, critical judgment, inferential judgment and evaluation is high when people are motivated to think about content in a message

BrandingBranding

Creative StrategyCreative Strategy

• Light/Comedic Tone

• Usage of The Far Side cartoons

• Serialized (multiple cartoons)

• 3 Step Approach– Image is the draw– Discredit popular belief– Direct to website

Consumer MagazinesConsumer Magazines

Out-of-HomeOut-of-Home

~The Sheep~

Follows the crowd. Smokes only because his friends are smoking

around him…

Little does he know thatsocial smoking still has hazardous

effects on his health.

Not Convinced?

Go to www.breathe4yourself.com

and get the FACTS.(click here)

WebsiteWebsite

Promotional CollateralPromotional Collateral

• Bar Napkins

• Bar Coasters

• Brochures– Campus Health Centers– Gyms

Public RelationsPublic Relations

• Press Releases– Announcement of Campaign– Story Pitch Letter

• College Press Program

• 5K Run

Budget BreakdownFormative Research $ 24,245

Print Ads $ 223,502

Out-of-Home Ads $ 66,510

On-line Ads $ 4,700

Website $ 25,000

Public Relations $ 10,000

Promotions $ 30,000

Promotional Collateral $ 11,600

Process Evaluation $ 7,300

Outcome Evaluation $ 18,230

Misc. Costs/Incidentals $ 50,000

TOTAL BUDGET $ 471,087

Budget Breakdown

Formative Research

5%

Promotions6%

On-line Ads1%

Website5%

Out-of-Home Ads14%

Print Ads48%

Public Relations2%

Promotional Collateral

2%

Process Evaluation

2% Outcome Evaluation

4%Misc. Costs/Incidentals

11%

Process EvaluationProcess Evaluation

Methods:– Intercept interviews– Online surveys for

registered B4Y members– Pop-up surveys on sites

with banner ads

Purpose: To discover any fixable campaign problems or challenges as soon as possible

Impact/Outcome EvaluationImpact/Outcome Evaluation

Purpose: To measure campaign success and assess results as related to objectives

Methods:– Longitudinal study (sample size of 30 respondents)

– Hits to Web site

– Two-way communication monitoring (blogs, online chats)

– Post-campaign survey (100 respondents)

– Online campus-wide survey (pre and post-campaign)

Questions?Questions?