Campaign Overview

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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

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Campaign Overview

• SIUC Team
• Public Policy Institute
• 4 Colleges Multiple Departments
• SIUC Health Services
• Jackson County Health Department
• Center for Rural Health

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Campaign Overview

• Elements of the Campaign
• Research
• Health Services
• Dental Hygiene Sonogram
• Health Education
• Policy
• Documentary

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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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Incorporating Students

• Recruitment
• Selection
• Orientation
• Set Them Loose

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The Creative Process

• Start with Research
• National
• Other College Campaigns
• On-Campus Surveys and Focus Groups

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Target Audience Profile
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The Creative Process

• Brainstorm Large Group
• Brainstorm Small Group
• Develop Concepts
• Present Concepts
• Select a Strategy

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The C.A.S.E. Case Study
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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.

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Strategic Focal Points

• Cessation/Prevention
• Stages of Change
• Addresses short term effects
• Non condemning
• Student to student

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Media Mix

• 32 weeks
• TV, Print, Radio, Screen
• Web
• Non-traditional Media
• Events

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Media Teams
Media Director
Account Exec.
Design Team
Copy Team
Media Team
Radio Events
Non-Traditional
Research
Web Team
Television Team
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Media Team
Media Director
Media Dir.
Account Exec.
Television
Design Team
Design, Copy Research Team
Copy Team
Media Team
Radio Events
Non-Traditional
Media
Research
Web
Web Team
Radio
Television Team
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Media PlacementBudget
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.
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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)

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URLs/Web

• ToLiveFree.com
• ToLiveFree.org
• 2LiveFree.com
• 2LiveFree.org

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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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Radio

• Parallel Print Campaign
• Testimonials
• Support Events
• Music

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Non-Traditional

• What is non-traditional media?
• Mouse Pads
• Coin Purses
• Pencils Pens
• Key Chains
• Magnets on the ashtrays
• Matches in the bars

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Non-Traditional

• Ideas in development
• Coffee sleeves, table displays, floor mats,
  lighters
• Talking smoking areas
• Shopping bags
• Random Acts of Freeness
• Free-Ride van

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Events

• Basketball half-time event
• Smoke-Free Weekend

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Smoke Free Weekend
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Smoke Free Weekend
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Television

• Cable can target
• Unique story treatments
• 30 Women
• Testimonial driven spots
• HDTV opens up new avenues we have not had before.

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Where is
NOW where is it GOING?
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Lessons Learned to Date

• Media is not an island.
• The Media, Research Health Educators must
  collaborate.
• Media is just a tool.
• People are still the key!
• Other Lessons

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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

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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

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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

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Summary

• Aimed at todays college women. Their stories,
  their dreams.
• One on One with facts and stories
• LIVE FREE