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

Background & 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 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 those hoping to contain their tobacco use to just weekends or parties. The group dynamic of social smoking also makes it more comfortable for people to start smoking. “ (Swartz, The Daily Orange)

Target Audience Boston, Massachusetts Ages 21 to 35 years old; 850,703 Classified as “social smokers” Lively lifestyle Unaware of social smoking health dangers

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

Objectives –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 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

Branding

Creative 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 Magazines

Out-of-Home

~The Sheep~ Follows the crowd. Smokes only because his friends are smoking around him… Little does he know that social smoking still has hazardous effects on his health. Not Convinced? Go to and get the FACTS. (click here)

Website

Promotional Collateral Bar Napkins Bar Coasters Brochures –Campus Health Centers –Gyms

Public Relations Press Releases –Announcement of Campaign –Story Pitch Letter College Press Program 5K Run

Budget Breakdown Formative 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

Process 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 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?