Programming:
Briefly describe the programming tactics used to pursue the stated strategies and objectives. which principles of communication are reflected in
the tactics? are they appropriately chosen? Why or why not?
What the steps for strategy interpersonal or by organise ?
Name: Jennifer del Mundo; Phillip Stork; Jacquie McGraw
Company Name: Queensland Department of Health
Category 10: Health organizations
Entry Name: Young females quit smoking campaign—If you smoke your future’s not pretty
The Issue.
In 2012 smoking rates in Queensland increased for the first time in more than a decade. Particularly smoking rates among young females in the
18-24 age group which spiked to 17.3% from 13.2%*.
More than 3,400 Queenslanders die every year because of their nicotine addiction and over 35,000 people are admitted to Queensland hospitals for
smoking-related illness each year.
Latest estimates show the cost of smoking to the Queensland community is $6.3 billion in health costs, lost productivity and premature death.
Queensland Health’s market research revealed that even though young females are highly aware of the negative impacts of smoking on their health,
they do not think smoking will be a risk to their health until much later on, when they anticipate they will have eventually given up.
Communicating the life-threatening health risks of smoking isn’t enough to deter young females from smoking. However, research indicated that
communicating the effects smoking will have on their skin and face might be.
The If you smoke – your future’s not pretty campaign was developed to focus on another truth; that smoking damages your skin and speeds up the
ageing process.
*Taken from “The Health of Queenslanders 2012: Advancing good health – Fourth report of the Chief Health Officer Queensland.” 2013
Strategy.
To halt the rising rates of young women who smoked, we needed to develop a social marketing campaign that would resonate with young women and
give them a compelling incentive to quit smoking now.
The campaign’s primary target audience was young female smokers aged 18 – 24 years old. Secondary target audiences were female smokers aged 25-
34 years old and young female non-smokers aged 18-24 years old.
Market research found that young female smokers are aware of the health risks of smoking but are generally not concerned as they do not identify
as long-term smokers. They do not feel commonly publicized long-term health risks of smoking, like lung cancer, apply to them. However effects
of smoking like smelly clothes and hair, ‘smoker’s breath’ or potentially damaging their looks do resonate.
The campaign’s key message is that every cigarette you smoke does irreversible damage to your skin, your general physical appearance, and your
health.
Execution.
After testing several concepts, the concept If you smoke – your future’s not pretty impacted most. It focuses on the truth that smoking damages
one’s skin and speeds up the ageing process.
The $1.5 million campaign encompassed targeted TV, digital, outdoor, and print advertising. It used social media, an ambassador, and staged a
statewide experiential ‘make-under’ roadshow .
The TV commercial uses state-of-the-art 3D modelling transforming a young woman into her future self with the damaging signs of long-term
smoking – wrinkles, discoloured skin, crow’s feet, frayed hair and increased acne.
Digital, outdoor and print advertising reinforced the TVC concept using the image of the same young woman with a half and half smoker/non-smoker
effect on her face. This image was seen across Queensland, via bus shelters, shopping malls and online Print ads also appeared in glossy
magazines like Dolly, Cleo and Cosmopolitan.
Miss Universe Australia 2009 Rachael Finch was recruited as ambassador for the campaign and underwent a ‘See the future you’ ‘make-under’
showing what she would look like in the future if she smoked. Images of her transformation were distributed to media outlets. Rachael officially
launched the campaign at the first ‘make-under‘ pop-up roadshow and promoted it with anti-smoking messages on social media.
The roadshow, inviting women to be ‘made-under’, hit shopping centres around the state in regions that had high rates of young female smokers,
including Brisbane, Gold Coast, Toowoomba and Cairns.
Four well-known Queensland-based fashion and beauty vloggers were recruited to promote the campaign on their YouTube channels. They were also
‘made-under’ at the Brisbane pop-up. This was captured and seeded on YouTube and other social media channels.
Innovation.
Young females dismiss the warnings of long-term smoking as they usually do not see themselves as ‘long-term’ smokers or they are impervious to
the health risks that seem to be a long way off. Graphic images of tar-ridden lungs, or other shock approaches don’t affect this group. However,
focusing on the effects smoking have on one’s appearance was an approach this group had not seen before.
One of the most successful and innovative components of the campaign was the ‘make-under’ roadshow that brought the campaign directly to the
public – young women could actually look into their future and experience a personal transformation through special effects make-up. Nearly all
who took part had an emotional reaction when first seeing their make-under: shock, horror, sadness, and above all serious contemplation about
their smoking: “It has definitely given me that big push to do something about it” (‘make-under’ participant).
Using an ambassador known to the target market was another successful component. As a former Miss Universe Australia, Rachael Finch epitomised
the healthy beauty. Queensland-born, she is known for her holistic health and wellness philosophy. She was a strong media hook and her ‘make-
under’ images were picked up nationally and internationally. Rachel added her own perspective on the issue and generated much discussion on
social media.
Results and Evaluation.
Coverage analysis show the campaign overwhelmingly exceeded unpaid audience reach expectations reaching over 14 million people in less than two
months.
The campaign received national and international coverage, generating considerable discussion on radio, TV news and lifestyle programming,
online and social media channels. Rachael Finch’s ‘make- under’ images made front covers of MX in Brisbane, Melbourne and Sydney and the
campaign featured on all commercial TV networks including Channel 10’s The Project. UK’s Daily Mail website also featured the story.
Social media reach was over 160,000 with overwhelmingly positive sentiment in posts (88%). The featured vloggers ‘make-under’ YouTube video has
received over 176,000 views.
Qualitative research carried out at the ‘make-under’ pop-ups found they were highly successful in supporting the campaign’s messages with the
recommendation to revisit the concept.
Other recommendations for Phase 2 included a social media presence so participants could share their ‘make-under’ image and a targeted quitting
support tool.
Comparative smoking rates in the young female 18 -24 years age-group will be available late 2014 through the Queensland Health’s self-reported
health status.
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