Viral Vision

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Viral Vision The Tobacco Industry, the
Internet and Budget Film-making Anne Schulthess
Amit Chanda, QUIT
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• Introduction
• Hollywood movies tobacco industry
• Internet marketing TI or just Fans?
• Viral films
• Viral filmmaking workshop

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We Already Know

• 3 out of 4 children (in the UK) are aware of
  cigarettes by the age of five whether or not
  their parents smoke
• Young smokers are influenced by their friends'
  and older siblings' smoking habits
• Children are 3 times more likely to smoke if
  both of their parents smoke
• The tobacco industry is sneaky! Hidden and
  not-so-hidden messages in movies and on the
  Internet are targeted at young people

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A 2005 EU directive banned tobacco advertising
that crosses national borders (such as press,
radio or internet advertising) and sponsorship of
sport. Advertising is banned on TV by the
Audiovisual Media Services Directive.
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TI and Hollywood Movies...
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TI and Social Networking?

• Advertising Guidelines
• Prohibited Content
• Adverts cannot contain, facilitate, promote or
  reference the following
• Offensive, profane, vulgar, obscene or
  inappropriate language
• Obscene, defamatory, libelous, slanderous and/or
  unlawful content
• Tobacco products

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TI and Social Networking?
User Rights Responsibilities You will not
develop or operate a third party application
containing, or advertise or otherwise market
alcohol-related or other mature content without
appropriate age-based restrictions.
You may only administer a Facebook page if you
are an authorized representative of the subject
of the Page.
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What is a viral video?

• A film that has been shared on popular websites
  and spreads through the internet.
• Via social networking sites such as Facebook and
  MySpace, instant messaging and e-mail.
• There are few obstacles to producing a video
  that can go viral!

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• Young people often use webcams to record videos
  from their computer desks or laptops.
• YouTube users can respond to other videos in
  this way.
• This can be used to create a video discussion
  around a subject.
• The same principle can be applied to outdoor
  filming.

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• Here are a few examples of videos published on
  the internet
• Home-made
• Amateur collage
• Factual

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• Youth can be encouraged to make films using
  technology they already have.
• NHS Leicester (part of UK National Health
  Service) produced a short film campaign on teen
  pregnancy using only a mobile phone camera and a
  cast of students.
• The camera was still able to capture a scene
  with such impact that the film got banned from
  YouTube initially.

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• Lets see easy is it to make a video that has
  the potential of creating discussion and/or going
  viral!
• We have everything we need to start filming and
  publishing.
• A laptop with Windows Movie Maker, a camera.
• And some volunteers...

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Film Workshop
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• Now that we made our film, its time to publish
  it on the internet.
• The most popular video-sharing website is
  YouTube, but there are also others.
• Some are international, like DailyMotion and
  Viddler.
• Others are domestic sites, such as the Dutch
  MyVideo and Bulgarias vbox7.

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Publishing Your Film
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• Once the video is published, it can be embedded
  within other websites.
• It can also be shared by e-mail and instant
  message applications such as Yahoo! Messenger,
  Windows Live Messenger and Skype.
• Here is a tour of the websites that we use to
  promote our videos to as many people as possible

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• YouTube channel
• quit because... home page
• Blogspot
• Facebook group
• Twitter page

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• The ENQ as a social network would be an ideal
  launch-pad for viral content.
• Being a group of friends means media is ready
  to be spread through this network to each target
  audience.
• The most effective videos cross the boundaries
  of language and location, but some media can be
  translated if necessary.

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Anne SchulthessHead of Youth ServicesEmail
a.schulthess_at_quit.org.ukAmit Chanda
AdministratorEmail a.chanda_at_quit.org.uk