Getting Real on TV

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Getting Real on TV

• Penny Salmon The Quit Group
• Liz Smith Litmus
• Leigh Graham GSL Network

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Background

• Quitline
• Smoking cessation over the phone
• 30 000 calls per year
• Why a new Quitline campaign?

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Requirements

• Positive tone
• Supportive
• Relevant
• Deals with relapse
• Images and stories target audience relate to
• Campaignable

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Campaign Aim

• To motivate people to think about and take action
  to quit smoking

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Objectives

• Generate awareness of the Quitline
• To increase knowledge of the benefits of quitting
• To increase smokers motivation to quit and stay
  quit
• To maintain call levels from Maori
• Encourage relapsed smokers to try again

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Single Minded Proposition

• You can quit smoking and the Quitline is here to
  help

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Target Audience

• Smokers
• Precontemplation
• Contemplation-preparation
• Action-maintenance-relapse
• 25 44 years
• Low income
• Maori/Pacific/New Zealand European

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Testing

• Concept fit with SMP
• Iterative approach
• Focus groups motivational depths
• Cross-section of smokers

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Video Diaries

• Salience water-cooler fodder
• Tone warm, friendly, inclusive, kiwi
• Relevance/credibility across quit stages
• Understanding multiple themes
• Brand fit contrast to Every Cigarette

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Considerations

• Quitter vs. Quitline quitter
• Real people vs. actors real people
• Storyline critical engaging, entertaining
• Starting off
• Daily grind
• Danger moments
• Slip-ups

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The Concept

• Real people
• Really quitting
• Their lives, their stories, their words
• And hopefully their success

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Risk Analysis

• Unknown storyline/no script
• They may not quit
• They may want out
• They may be risky personalities
• They may not perform well on TV
• Their story may be boring

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The People

• Rigorous process
• Specific demographic requirements
• All networks to attract potentials
• Shortlisting process - paper
• Shortlisting process - video interviews
• Contracting
• Five starters down to three

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Production

• Documentary/advertising
• Long production timeframe
• Director/interviewer - empathetic
• Minimal production crew
• Availability - director, cameraman, talent
• Editing significant footage down to TVCs
• Little input from Creative Director

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The Balance

• Interesting footage
• Telling a story of progress
• Empathy and helpful information
• Language/clarity/tone
• Positive and encouraging
• REAL

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Response

• Positive!
• Call data
• Qualitative interviews
• Anecdotal

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• I wanted to let you know that the ads on TV work
  as well. The one that got me was the guy who was
  giving up because his Dad died young. I thought
  he is giving up, so am I. I am ready. (email)
• I was speaking to a young woman today who has
  been motivated to quit by watching the ad where
  he tips his butts into the ground and says
  thats 500 Ive saved. It really hit her, and
  she has started thinking about having a savings
  account to put her money into. (Quit Advisor
  from caller)

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Conclusion

• TVC series achieved the requirements of the brief

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Acknowledgements

• Creative Director, GSL Network Chrissy Pettman
• Director, Ultimate Productions Amanda
  Robertshawe
• Tash  and Joe Tawhara
• Stuart Sutherland
• Research participants

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Getting Real on TV

• Penny Salmon (Research) penny.salmon_at_quit.org.nz
• Penny St John (Communications)
  penny.stjohn_at_quit.org.nz
• Liz Smith liz_at_litmus.co.nz
• Leigh Graham leigh_at_gslnetwork.co.nz