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2. OH 2 www.to live free.com Campaign Overview Partnership –Illinois Department of Public Health –Southern Illinois University - Carbondale Goal was to develop an anti- smoking advertising campaign targeted to female college students

3. OH 3 www.to live free.com Campaign Overview SIUC Team –Public Policy Institute –4 Colleges & Multiple Departments –SIUC Health Services –Jackson County Health Department –Center for Rural Health

4. OH 4 www.to live free.com Campaign Overview Elements of the Campaign –Research –Health Services –Dental Hygiene & Sonogram –Health Education –Policy –Documentary

5. OH 5 www.to live free.com C.A.S.E Collegiate Anti-Smoking Effort Media Team –5 Professional Faculty Advertising (2) Art & Design Multi-Media (web) Television –12 Students

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7. OH 7 www.to live free.com Recruitment Selection Orientation Set Them Loose Incorporating Students

8. OH 8 www.to live free.com The Creative Process Start with Research –National –Other College Campaigns –On-Campus Surveys and Focus Groups

9. OH 9 www.to live free.com Target Audience Profile

10. OH 10 www.to live free.com The Creative Process Brainstorm Large Group Brainstorm Small Group Develop Concepts Present Concepts Select a Strategy

11. OH 11 www.to live free.com The C.A.S.E. Case Study

12. OH 12 www.to live free.com Creative Strategy This campaign is about women and the unique ways they live their lives. It's also about smoking and the effects it can have on their lives. Each ad presents a powerful image of a college-aged woman expressing herself in her own way. The message of the ad uses the woman's activity and story to introduce facts about smoking.

13. OH 13 www.to live free.com Strategic Focal Points Cessation/Prevention Stages of Change Addresses short term effects Non condemning Student to student

14. OH 14 www.to live free.com Media Mix 32 weeks TV, Print, Radio, Screen Web Non-traditional Media Events

15. OH 15 www.to live free.com Media Teams Media Director Account Exec. Design Team Copy Team Media Team Radio & Events Non-Traditional Research Web Team Television Team

16. OH 16 www.to live free.com Media Team Media Director Account Exec. Design Team Copy Team Media Team Radio & Events Non-Traditional Research Web Team Television Team Media Dir. Design, Copy & Research Team Media Radio Web Television

17. OH 17 www.to live free.com Media Placement Budget $148,168$6.73 /Student $98,000$4.46 /Student $52,000$2.36 /Student $27,907$1.27 /Student $2.53 /Prime T.A.

18. OH 18 www.to live free.com Stages of Campaign Development Create Team (January) Research (January-February) Brainstorm (February) Set Strategy (March) Create Test Ads (March-May) Test and Revise (April- Summer)

19. OH 19 www.to live free.com URLs/Web ToLiveFree.com ToLiveFree.org 2LiveFree.com 2LiveFree.org

20. OH 20 www.to live free.com Print College Newspapers Series of Ads –Facts –Testimonials –Directed to Services –Support Events –Different Stages of Change Consistent Look –Facts + Unique Women

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22. OH 22 www.to live free.com Radio Parallel Print Campaign Testimonials Support Events Music

23. OH 23 www.to live free.com Non- Traditional What is non-traditional media? Mouse Pads Coin Purses Pencils & Pens Key Chains Magnets on the ashtrays Matches in the bars

24. OH 24 www.to live free.com Non- Traditional Ideas in development Coffee sleeves, table displays, floor mats, lighters Talking smoking areas Shopping bags “Random Acts of Freeness” Free-Ride van

25. OH 25 www.to live free.com Events Basketball half-time event Smoke-Free Weekend

26. OH 26 www.to live free.com Smoke Free Weekend

27. OH 27 www.to live free.com Smoke Free Weekend

28. OH 28 www.to live free.com Television Cable can target Unique story treatments “30 Women” Testimonial driven spots HDTV opens up new avenues we have not had before.

29. OH 29 www.to live free.com Where is NOW & where is it GOING ?

30. OH 30 www.to live free.com Media is not an island. –The Media, Research & Health Educators must collaborate. Media is just a tool. –People are still the key! Other Lessons Lessons Learned to Date

31. OH 31 www.to live free.com New! this Spring 2003 An integrated vs. piece meal launch –Print with more direct messages & a focus on the phone number –Web emphasis in the labs through mouse pads –Posters, Chalk & Flyers Everywhere –Meet the smokers One-on- One –Live Free “Stuff”

32. OH 32 www.to live free.com New! this Spring 2003 PR Campaign with PRSSA Testing New media for fall 2003 –Television spots & program –Campaign launch upgrade –Tool box for other campuses

33. OH 33 www.to live free.com The Media Tool Box Media Guide Print Ads Radio Ads Television Ads Art for Posters & Flyers Logos and Artwork Live Free “Stuff” Local Web Tie-in

34. OH 34 www.to live free.com Summary Aimed at today’s college women. Their stories, their dreams. One on One with facts and stories LIVE FREE