Smoke Free
“The creative route presented for the Smoke Free Manchester campaign caught
our attention immediately.
The team at JRW then worked tirelessly to help raise awareness for our campaign,
by lobbying the best media support possible and their balanced marketing plan
enabled
us to get our message across to the target audience in the most
relevant way.
We were all delighted with result of the free vote on February 14th, and Smoke
Free legislation is on its way; proving that hard work really does pay off!”
Manchester Stop Smoking Service,
North, South and Central Manchester PCT
The Brief
During Autumn/Winter 2005, JRW worked with Manchester Primary Care Trust
to promote
the rights of all workers, including those in nightclubs, bars
and restaurants, to
breathe clean air.
The campaign also aimed to:
- Raise awareness of the public health benefits of going Smoke Free and eliminate smoking
in workplaces and
all public areas.
- To educate the Manchester public about the health risks of exposure to second hand smoke,
which is proven to cause cancer, heart disease and respiratory problems.
- To promote local stop smoking services.
The Creative Solution
Having considered the opinions on smoking, the Agency proposed a creative route
that tapped
into a key perceived benefit; working to make the air around you…
‘As Fresh as a Daisy’
The logo delivered a bright, fresh design that was flexible enough to later be developed for other UK regions.
The Campaign
The Smoke Free Manchester campaign just grew and grew!
PR activity prior to the launch on 22nd November created a gradual build up of ‘noise’ and meetings were held with potential media partners including the MEN and local radio stations. During the launch week, 12-foot high daisies were strategically placed around key commuter routes in the Manchester area, along with 48 and 16 sheet posters, radio and TV coverage and an event at the Town Hall to complete the launch strategy.
Throughout the following months, different methods were used to spread the stop smoking message, including amongst the younger generations with a dedicated Theatre Group and celebrity appearances. ‘Pester Power’ was fully harnessed to help encourage relatives to give up.
Collaboration was continued with the media highlighting key events, radio and TV interviews kept the message front of mind and the website continued to communicate key information and crucial support.
The Results
Media co-ordination resulted extensive coverage on the BBC, Granada Reports and Channel M. Key 103 radio station provided a strategic partnership to raise awareness and conducted regular interviews and event support.
Advertising put the message in front of hundreds of thousands of people and over a thousand businesses and homes have committed to becoming Smoke Free for the benefit of everyone.
Direct Mail raised awareness in bars, restaurants and workplaces to the dangers of second-hand smoke, some of which have pledged to become smoke free over the coming months.
The website attracted 2,545 new commitments to becoming Smoke Free.
The lobbying paid off and in Manchester every single MP voted for a complete ban…Legislation is on its way!
The Smoke Free campaign continues to raise the profile of the Stop Smoking Service and aims to help businesses to become Smoke Free with as little pain as possible, pre the Summer 2007 legislation.