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我儿子
案例简介：摘要: 每年，695 欧洲人死于吸烟。平均来说，在过去的一年里，我在 5 个欧洲吸烟者中至少尝试过一次戒烟。但是一旦吸烟者改掉吸烟习惯，就会发生一些神奇的事情。他们不只是戒烟。他们也开始做许多其他积极的事情。欧盟委员会的 “前吸烟者是不可阻挡的” 运动将重点转移到放弃的好处上，因为它的目标是 25-34 岁的吸烟者, 一个意识到烟草健康风险的年龄组。这一信息第一次是积极的，因为它旨在支持摆脱毒瘾、远离烟草并过上更快乐更健康的生活的长期动机。该活动围绕四个要素展开: 呼吁、推荐、反思和退出。Facebook 是所有活动的中心平台，拥有 29 个国家页面。愿意与世界其他地方分享前吸烟者故事的国家大使被招募，他们的个人故事通过反吸烟、健康和体育博客分享和传播。除了激励信息之外，基于科学和如何停止的指导方针的免费实用帮助也是通过 iCoach 提供的，iCoach 是一个在线工具，通过提供激励的五阶段过程来指导吸烟者,建议和提示，并通过电子邮件发送日常帮助，这样他们就能坚持到底。结果清楚地表明，积极的前吸烟者运动比消极的反烟草运动得到更多的关注。3分之2 的研究样本相信这种方法将鼓励更多的人戒烟，80% 的人认为它比以前的预防运动做得更好。最重要的是在仅仅 5 个月的运动之后，停止的意图已经成为现实，大量注册和使用 iCoach，这给了 150,000 多名欧洲人一个更好的机会，让他们变成前吸烟者，成为不可阻挡的。
我儿子
案例简介：SUMMARY: Every year, 695 000 Europeans die because of smoking. On average, I in 5 European smokers have tried to quit at least once in the past year.But something magical happens once smokers get rid of their tobacco habit. They don’t just quit smoking. They start doing lots of other, positive things as well.The ‘Ex-smokers are Unstoppable’ campaign from the European Commission shifts the focus to the benefits of giving up as it targets 25-34 year old smokers,an age group well aware of the health risks of tobacco. For the first time, the message is a positive one in that it aims to support a long-term motivation to get rid of one's addiction and stay away from tobacco and lead happier and healthier lives. The campaign is built around four elements: appeal, recommendation, reflection and quitting.Facebook is a central platform for all campaign activity with 29 national pages. National ambassadors willing to share their ex-smokers’ stories with the rest of the world were recruited and their personal stories shared virally and seeded via anti-smoking, health and sports bloggers. In addition to the motivational message, free practical help based on science and guidelines on how to stop are provided through iCoach, an online tool which guides smokers through a five-stage process that offers motivation, advice and tips and sends daily help by e-mail so that they stay on course.Results clearly demonstrate that a positive Ex-Smoker campaign gets more attention than a negative Anti-Tobacco one. Two thirds of the research sample is convinced that this approach will encourage more people to stop smoking, and 80% think that it does a better job compared to previous prevention campaigns. Most importantly, intentions to stop have become a reality with heavy registrations and use of iCoach after a campaign of just 5 months giving 150,000 plus Europeans so far a better chance to turn themselves into EX-Smokers and become Unstoppable.
My Son
案例简介：摘要: 每年，695 欧洲人死于吸烟。平均来说，在过去的一年里，我在 5 个欧洲吸烟者中至少尝试过一次戒烟。但是一旦吸烟者改掉吸烟习惯，就会发生一些神奇的事情。他们不只是戒烟。他们也开始做许多其他积极的事情。欧盟委员会的 “前吸烟者是不可阻挡的” 运动将重点转移到放弃的好处上，因为它的目标是 25-34 岁的吸烟者, 一个意识到烟草健康风险的年龄组。这一信息第一次是积极的，因为它旨在支持摆脱毒瘾、远离烟草并过上更快乐更健康的生活的长期动机。该活动围绕四个要素展开: 呼吁、推荐、反思和退出。Facebook 是所有活动的中心平台，拥有 29 个国家页面。愿意与世界其他地方分享前吸烟者故事的国家大使被招募，他们的个人故事通过反吸烟、健康和体育博客分享和传播。除了激励信息之外，基于科学和如何停止的指导方针的免费实用帮助也是通过 iCoach 提供的，iCoach 是一个在线工具，通过提供激励的五阶段过程来指导吸烟者,建议和提示，并通过电子邮件发送日常帮助，这样他们就能坚持到底。结果清楚地表明，积极的前吸烟者运动比消极的反烟草运动得到更多的关注。3分之2 的研究样本相信这种方法将鼓励更多的人戒烟，80% 的人认为它比以前的预防运动做得更好。最重要的是在仅仅 5 个月的运动之后，停止的意图已经成为现实，大量注册和使用 iCoach，这给了 150,000 多名欧洲人一个更好的机会，让他们变成前吸烟者，成为不可阻挡的。
My Son
案例简介：SUMMARY: Every year, 695 000 Europeans die because of smoking. On average, I in 5 European smokers have tried to quit at least once in the past year.But something magical happens once smokers get rid of their tobacco habit. They don’t just quit smoking. They start doing lots of other, positive things as well.The ‘Ex-smokers are Unstoppable’ campaign from the European Commission shifts the focus to the benefits of giving up as it targets 25-34 year old smokers,an age group well aware of the health risks of tobacco. For the first time, the message is a positive one in that it aims to support a long-term motivation to get rid of one's addiction and stay away from tobacco and lead happier and healthier lives. The campaign is built around four elements: appeal, recommendation, reflection and quitting.Facebook is a central platform for all campaign activity with 29 national pages. National ambassadors willing to share their ex-smokers’ stories with the rest of the world were recruited and their personal stories shared virally and seeded via anti-smoking, health and sports bloggers. In addition to the motivational message, free practical help based on science and guidelines on how to stop are provided through iCoach, an online tool which guides smokers through a five-stage process that offers motivation, advice and tips and sends daily help by e-mail so that they stay on course.Results clearly demonstrate that a positive Ex-Smoker campaign gets more attention than a negative Anti-Tobacco one. Two thirds of the research sample is convinced that this approach will encourage more people to stop smoking, and 80% think that it does a better job compared to previous prevention campaigns. Most importantly, intentions to stop have become a reality with heavy registrations and use of iCoach after a campaign of just 5 months giving 150,000 plus Europeans so far a better chance to turn themselves into EX-Smokers and become Unstoppable.
我儿子
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My Son
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基本信息
- 广告战役： #Ex Smokers are Unstoppable#
- 广告品牌： Directorate-General Health & Consumers
- 发布日期： 2013-04-01
- 行业领域： 其他
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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