Scottish Government Smokeline campaign breaks
The Scottish Government’s ‘Smokeline’ campaign is now rolling out following a soft launch at the end of last year.
The campaign, created by Story, aims to raise awareness of the services that have been made available to help people stop smoking, and will run for six weeks across radio with two 30 second radio adverts, alongside two, ten second follow-up ads that will run across all Scottish local and community radio stations.
The proposition created for the campaign is ‘We’ll match the quit method that’s right for you’, and will target smokers between the ages of 25-55 who want to stop smoking, aiming to have them call the Smokeline helpline or visit the campaign website.
Alongside Story, Weber Shandwick Scotland and Mediacom have also collaborated to deliver the campaign’s creative, digital, PR and buying planning and buying strategy.
The PR strategy focuses on working with stakeholders, media and partnerships with Scottish Slimmers and a number of Scottish Football Clubs, to target smokers who want to quit and take their first step towards a smoke-free future.
Activity will include road-shows throughout Scotland, a campaign website, online banners (see below) and promotional items such as a ‘Quit Calendar’ which gives day-to-day advice on how to stop smoking.
Paula Macdermid, senior strategic marketing manager at the Scottish Government, explained: “Just over a quarter of all adults in Scotland still smoke. However, there are positive signs that Scotland’s smokers are, more than ever, thinking about quitting. Our campaign targets the more than half of adult smokers in Scotland who want to quit, directing them to Smokeline, Scotland’s free stop smoking helpline, to help choose the best method to help them give up for good.”
Jim Kelly, head of planning at Story, added: “The challenge here was to create a campaign that would break down the barriers people have about calling a helpline for support to stop smoking. The campaign is empathetic and draws on real experiences which helps to draw people in and hopefully makes sure that smokers who want to quit, get the help they need.”
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Comments
Very dull.
I'm quitting.....
Advertising.
Looks like it cost about two bob.
I feel like starting smoking just so I can use this fun game to help me quit.
Why is it silent?
I like how they're targeting child-smokers with the juvenile illustrations. Was this done by the same guy as Horrible Historys?
The animation is the online banner - no sound
'And so is the right quit method' - what a strange phrase.
Outdated, cheap and completely devoid of the emotion that's essential to make any kind of difference to the lives of real people. For crying out loud, people know they shouldn't smoke, you've got to do more than tell them there's lots of ways they can quit. How the government can buy such dross is beyond me.
22:27 you've got to tell them them more than there are ways to quit? Like what? If you want to "cry out loud" then put your name to your comments otherwise your all just crying anonymously and your opinion counts for nothing if you sign off as nobody. This work is sound and on that note, the radio is full of emotion and is exceptional, I heard it last night.
Ex smoker.
06:51
"your all just crying anonymously and your opinion counts for nothing if you sign off as nobody" - Anonymous.
Ironic much?
And by the way, it's 'you're'. For crying out loud.
Anon 06.51. Like what? You really don't get it, do you? Like what it feels like EMOTIONALLY to quit for good, how your partner and pals will react to you quitting, what your kids might think (and say) to you now you have (and how that'll make you feel), what you'll feel like physically now you've quit, what it feels like to have a few more quid in your pocket, how you can really do it when you get the help that's available, how other people just like you have done it already... You know, that kind of stuff? I haven't heard the radio ad so I can't comment on that but by the sound of it it stands a much better chance of working than this.
Oh dry your eyes the lot of you. The Anon comments have gone right down hill. Where have all the witty geezers with the snappy one liners gone? What a humourless bunch you ad types are.
comments
So what is the insight that leads to 25-55 year old smokers needing information about methods to quit?
The land is awash with public information already.
Smoking is an addiction that people need a lot of help and support to get away from.
Feels like a trite attempt at a solution in face of a very tough problem.
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