The Health Promotion Agency for Northern Ireland (HPA) is encouraging smokers to resolve to kick their habit with a hard hitting public information campaign highlighting that every time a smoker has a cigarette, they are inhaling over 4,000 chemicals.
The multi media campaign consists of TV, Radio, Online, with a heavy emphasis on Outdoor. Bus advertising was chosen to lead the Outdoor element of the campaign. MediaCom Edinburgh confirmed they chose bus advertising because of its effectiveness at reaching the target audience, and due to the fact they could target by bus depot thus eliminating wastage.
The Outdoor element consists of multi format bus advertising; T Sides, Streetliners and Internals, and also phone kiosks, roadside 6 sheets and retail 6 sheets. Initial campaign effectiveness results indicate that bus advertising is performing very well. The campaign is aimed at all adults who smoke, particularly unskilled and semi-skilled manual workers. Dr Brian Gaffney, Chief Executive of the HPA, said: “We know that the majority of smokers (75%) want to stop and this campaign has been designed to motivate them to make a serious quit attempt.”
The media agency for the campaign is MediaCom Edinburgh, the creative agency is Leith, while the outdoor specialist is Kenetic. The campaign will run from 29 December until February 2009.
We know that the majority of smokers (75%) want to stop and this campaign has been designed to motivate them to make a serious quit attempt
Dr Brian Gaffney, Chief Executive of the HPA