14. Birth Teen Adult No control Asserting Control Full Control Control: A Universal truth About Growing Up
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16. To compete with tobacco, truth must fulfill the desire for control as effectively as the tobacco industry has. Strategy
17. Anti-Smoking “ Diz não” “ Pensa, Não fumes” “ Tabaco mata” “ Tabaco é feio” Until now, the world has been upside-down... Not Cool Rebellious Preachy Aspirational Tobacco
18. New Brand The Future Anti-Smoking “ Diz não” “ Pensa, Não fumes” “ Tabaco mata” “ Tabaco é feio” Not Cool Rebellious Preachy Aspirational Tobacco
19. 2/3 of teens Remember ads for tobacco 2 times the % of adults Teens especially remember ads by Philip Morris - Marlboro Source: Campaign for Tobacco-Free Kids March 2002
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21. Rational: Honest facts and information that expose the lies of Big Tobacco and put teens in control Emotional: Rebellious Risky Intelligent Empowering Independent Tolerant Brand essence
22. 8.5 million people live with illnesses linked to tobacco. 1/3 of young smokers will eventually die of illnesses relates to tobacco. By the year 2020, it is estimated that tobacco will have killed worldwide 10 million people per year. Every 8 seconds, someone in the world dies from an illness related to tobacco. Every year, cigarettes leave 12,000 teens without a mother and 31,000 without a father. In the USA, tobacco kills more Americans than automobile accidents, homicide, Aids, drugs and fires all put together. Campaign evolution Objective Message Reaction Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness “ WAKE UP & PASS IT ON” 1
23. “ REJECTION” Industry Documents: In their own words 2nd Phase Convey Industry’s Perspective A president of a tobacco company said under oath that he believed that gummy bears were as addictive as cigarettes. In the past, big tobacco companies compared smoking addiction to M&Ms. In 1985, a vice president of a tobacco company, talking about death derived from smoking explained: “People die in their sleep, should we then prohibit them from sleeping??” In 1984, a tobacco company tagged teen smokers as “substitute smokers.” A tobacco company donated $125,000 of food to a charity and then spent $21 million communicating it. When you have a product that kills you really do need to work hard on PR. A tobacco company developed, behind closed doors, a cigarette called "Y1" which had 50% more nicotine. How do babies avoid passive smoke? “At some stage they learn to crawl.” replied a tobacco executive in 1996 2 Objective Message Reaction Campaign evolution
24. 3 “ NEW NORMS” What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Objective Message Reaction Campaign evolution Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness “ WAKE UP & PASS IT ON” “ REJECTION” Industry Documents: In their own words 2nd Phase Convey Industry’s Perspective
25. “ KNOWLEDGE IS CONTROL” Ask Questions, seek answers. A view from the inside 4th Phase Motivate questions 4 Objective Message Reaction Campaign evolution “ NEW NORMS” What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness “ WAKE UP & PASS IT ON” “ REJECTION” Industry Documents: In their own words 2nd Phase Convey Industry’s Perspective
28. “ Younger adult smokers have been the critical factor in the growth and decline of every major brand and company over the last 50 years.... If younger adults turn away from smoking, the industry must decline, just as a population which does not give birth will eventually dwindle.” R.J. Reynolds, 1984