Smoke free - quit, but how?
Havas Worldwide Zurich launched the FOPH's new tobacco prevention campaign ten days ago. Many have already criticized that this is tantamount to paternalism, with nine million francs of state money going up in smoke. But is that true?
The declared goal of prevention is "a smoke-free society". This may sound a little patronizing, and above all utopian, but it is not quite as far-fetched as one might suppose. Looking back, one can see that many things have already changed as far as smoking is concerned. For example, until recently, smoking was still common in almost every office. Even cartoon characters smoked. "Not so long ago, it was also taken for granted that presenters on television smoked and you almost couldn't see people in discussion rounds for all the smoke," recalls Havas CEO Frank Bodin. A change in thinking had already taken place. This rethinking is now to be continued. However, there is no question of paternalism. The campaign is primarily about information and motivation for smokers who are ready to quit. The "Smoke Free" campaign therefore addresses those smokers who already want to quit. According to Suchtmonitoring Schweiz, 57 percent of smokers expressed this desire in 2013. They don't really enjoy smoking anymore. The campaign is designed to help and motivate smokers who want to quit.
The prevention measure and the entire "Smoke Free" campaign are paid for by smokers themselves: The campaign is financed by the Tobacco Prevention Fund (TPF), which is funded by a levy of 2.6 centimes per pack of cigarettes sold. The nine million Swiss francs used for the "Smoke Free" campaign are divided between the preparation period in 2014 and the implementation from the campaign launch in February 2015 to 2017. It was developed in collaboration with non-governmental organizations (NGOs) active in tobacco prevention, the cantons and the FOPH.
"Who is stronger: you or me?!"
The slogan "I am stronger" was born out of personal experience. "Quitting smoking is doable - but hard," says Frank Bodin, explaining the claim. This, he says, was inspired by his partner's father, who, living on an island, took up the challenge one day from a cigarette: "Who is actually stronger now: you or me?" Nevertheless, the slogan is in no way to be understood in a judgmental way, he said. "Of course, there are also people who are weaker - or become weak," says Bodin. But these are in no way to be condemned or even patronized with the claim. Instead, the slogan wants to motivate quitters to quit without condemning the smoker's weakness. Therefore, a cloud hovers around the head of all protagonists. The subject is thus intended to portray negative effects of smoking with a smirk. "We all know that smoking is not a healthy thing, so the image of a black lung does not change that," Bodin elaborates. "The
Prevention campaign does not want to moralize, provoke or shock", says also Caroline Ronzani, Senior Account Director at Havas Worldwide Zurich, "but to advise and motivate ". In this context, three concrete phases 2014-2017 have been set up. In the first phase, in addition to providing information about the harmfulness and increasing the motivation to quit, the support services are to be made better known. These include regional specialist and counseling centers, a mobile and online stop-smoking line, as well as family doctors and pharmacists. In addition, people who want to quit can take advantage of a support offer to quit together. The tool brings friends together to quit smoking. It will be launched in fall 2015 and is intended to lead to greater self-motivation. The campaign has also had an impact internally at Havas; two smokers at the agency have already decided to quit as a result of the campaign and have stuck with it so far. "Here you can see the efficiency of the campaign," says Frank Bodin with a wink. To ensure that this remains the case for all those willing to quit, the second phase of the "Smoke Free" campaign will involve the social environment as a multiplier. The storytelling will be continued and the willingness to quit will be strengthened. Phase three will then confirm non-smoking as a matter of course in society. In total, the 3-year "Smoke Free" campaign is accompanied by six commercials. The storytelling takes a surprising turn. The addiction doesn't go up in smoke, but the end of the campaign clearly confirms to those who want to quit: A smoke-free life is somehow simply more beautiful. We can be curious.
Ursina mason
