Smoking
Smoking Ban Awareness Program - Australia
Client: Queensland Health.
Target Audience: Smokers.
Summary: The Queensland Government joined forces with Convenience Advertising to support its integrated communications strategy promoting new smoke free environment legislation.
Convenience Advertising installed 255 messages in public toilets in parks near children’s playgrounds and patrolled beaches to inform smokers and non-smokers of the legislation banning smoking in these areas in January 2005 for two months.
Messages were placed in both male and female bathrooms on the coast from Cairns to the Gold Coast in public toilets near beaches, playgrounds and other public areas.
Youth Smoking Campaign - Ireland
Client: North Eastern Health Board of Ireland.
Target Audience: 11-18 year olds.
Summary: In 2005 Convenience Advertising developed the smoking cessation campaign on behalf of the North Eastern Health Board of Ireland which involved the placement of A4 posters aimed at 11-18 year old school kids. The three message campaign was designed to educate young people about the nature of smoking and its addictive, anti-social and health risk aspects.
The campaign was implemented in school toilets and the messages were designed with imagery relevant to the target group.
X Smoker Intervention Program - New Zealand
Client: Ministry of Health.
Target Audience: Teenagers aged between 13-15 years.
Summary: The aim of the X Smoker campaign was to encourage smokers aged between 13-15 years to quit before smoking became addictive and made it difficult for them to stop. It aimed to motivate students to cut down and stop smoking and reinforces other smoking reduction strategies targeted at the general public.
Results: Almost 100 per cent of the target audience for the New Zealand X Smoker program remembered seeing Convenience Advertising messages and 75 per cent said the posters influenced their decision to stop or reduce smoking.
An independent series of focus groups conducted by TNS International on the development of the creative for this campaign found that the posters are successful in illustrating the impact smoking has on social life and the barrier smoking can create to fitting in with others.
