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Model is being revisited mid August by Fuel using new GHS data on
prevalence, as there's belief that the legislation had a greater effect
on prevalence than first estimated.
4.35
Have Kids 5-9: 628,000
3.35
2.35
Empty Nesters: 867,000
Under 35 Couples (No kids):
304,000
Older Couples 35+ ( No kids):
250,000
1.35
A much tighter focus on R&M smokers, with a particular bias to family lifestages
Definition used on NRS 16 + ( England Lower supervisory 60-64 C2DE Est. 2,8m gay men Had baby <11mths Eastern European Bangladeshi Men aged Black Caribbean Wmn
survey coding Only ) & tech or in UK & 15.6% of Men 35+ 15-34
Routine/Semi UK are aged 25-34
Size of 41 , 655 , 000 11,394,000 1,243,000 198,041* 919,000 462,840** 340,000*** 99,000
audience ( NRS )
% who smoke 24 % ( DH ) 31% (DH) 29% (TGI) 60% 17% (DH) 31% (DH) 40%(DH) 24% (DH)
(Survey
Shop)
No . who smoke 9 , 997 , 200 3,532,140 360,470 131,595 156,230 143,480 136,000 23,760
Index vs . GB 100 129 120 250 71 ( 29% 129 166 100 (compared
pop who smoke prevalence in to all women 15-
R&M pregnant 34 index = 69)
women)
% who are 27 % n/a 53% (?, but 18% 58% (TGI) 33% 14%
R & M workers low) (postnatal
could bias low
( NRS ) R&M figure)
* Source: Treasury data of 6% of total pop. are gay (pro rata’d to Men 25-
34
** ) Source: Worker Registration Applications May 2004 – Mar 2008
*** Source: 2001 Census data pro rata’d to Men 35+
Qualitative
Ethnography TGI Tracking
research
Within the last year, a wealth of research has pointed to the importance
of family and loved ones to R&M smokers
Friends Children
‘Loved ones’
Wider is an inclusive
family term, covering Partner
many relationships
Parents Grandchildren
Siblings
Our strategic building blocks
Comms
Objective Establish Evolve Deepen
TV/Cinema TV TV TV TV TV
PR PR National Press
Source: MEC
Our long term vision for Community Activation
Community
focused
Current model :
Top - down TV led
strategy
+
New Model test Community led
in key regions : activation strategy :
Locally
activated Regional Programme
support of marketing and
programme event activities
supported by above –
the – line media
Top down
Advertising Advertising
SunAdvertoial
Talksport
/IPCBauer
Advertoials
Football Foundation
GPs
Pharmacies
Employers Sun Bus
Our strategic building blocks
Inconsistent
research
Inconsistent
consumers
We have now explored a huge range of potential messages
There have been multiple messages under each of the following banners:
Own health
Family health
Physical appearance
Societal appearance
Cost
* The Marketing Plan cites 4 other criteria, but these are less relevant to Reinforcing Motivation
Key messages to stoke dissatisfaction with the present
Overall: Your smoking affects your loved ones – not just you
Positive image
Join the huge numbers of people quitting every day
of the future:
Our strategic building blocks
Creative
Tone
vehicle
Live Smokefree
Our strategic building blocks
4.35
Have Kids 5-9: 628,000
3.35
2.35
Empty Nesters: 867,000
But may be covered by niche activity
Under 35 Couples (No kids):
304,000
Older Couples 35+ ( No kids):
250,000
1.35
A much tighter focus on R&M smokers, with a particular bias to family lifestages