Campaign: Smoke Free Pakistan

“HYE WORTH MARKETING”

1
 Campaign Message
• The intended message for the campaign is to advocate
for people in the community to smoke less or better yet
quit altogether.
• The campaign communicates with the viewer to remind
him/her of the potential side effects that result from
smoking.
• The campaign also consists of phrases to make the
viewer to think and to think of their habit in a new
perspective.
• The campaign itself won’t physically make a person
quit, however this campaign serves to remind people of
the negative effects and to also think of others.

2
3
4
100 Million Deaths In 20th Century (WHO Report
On The Global Tobacco Epidemic, 2008)

5
6
Tobacco Kills 274 Pakistanis Everyday (Pakistan
Health Education Survey, 1999)

5000 Pakistanis are admitted to

hospital every day.
7
• 55% of Pakistani households have at least one smoker.

• 1200 Pakistani children between ages 6 and 15 begin smoking every

day.
Percentage of Total Cigarette Consumption in SA Region, 1999

32% India
Afghanistan
Nepal
Sri Lanka
54%
Bangladesh
Pakistan
9%

3% 1% 1% 8
5 reasons why people smoke

9
10
Style and Fashion based
on the Myth

11
Lack Of Knowledge Of Smoking Hazards

12
IMITATING OTHERS

13
Little Or No Action By The Governments

14
 Cigarette smoke
contains over 4,000
chemical compounds;
600 of which are known
to be poisonous, and
upwards of 60 have
been identified as
carcinogens.
15
16
• About 6 trillion cigarette butts litter the earth every year.
• 1.7 billion pounds of cigarette butts accumulate in lakes, oceans
and on beaches and the rest of the planet every year .
• Cigarette butts are not only everywhere, but they are toxic and
non-biodegradable.
• Cigarette butts ooze out chemicals such as cadmium, lead, and
arsenic into the marine environment within an hour of contact with
water.
• The simple act of lighting a match to your cigarette, cigar, or pipe
puts your home at risk of fire.

17
18
There Is No Safe Level Of Exposure To
Second-hand Smoke. (WHO Report On The
Global Tobacco Epidemic, 2009)

19
Smoke-free Indoor Environments Are Proven, Simple Approaches
That Prevent Exposure And Harm. (No Smoking Zones)

20
 CAMPAIGN CATEGORY

• This is an awareness campaign that tends to educate

people about harmful effects of smoking and
convince them to avoid smoking.

• The need for the campaign was felt because of rising

rate of smoking in Pakistan.

21
 CAMPAIGN OBJECTIVES
• Motivate smokers to attempt to give up by providing
information on the health risks of smoking.

• Provide supporting advice for smokers' efforts to quit

and stay quit.

• Display an understanding of the difficulties of

stopping.

• Build smokers' confidence in their ability to stop.

22
 TARGET MARKET
• Target market: adults and teenagers in the
premises of Islamabad/Rawalpindi,

• Because we have more familiarity with the

islamabad area and our ad agency has also a
good know how about Islamabad.

23
24
ELEMENTS OF THE CAMPAIGN

• Displays At Public Spots, Railway Stations, Bus

Stops, Street Corners, Vehicles.
• Offering Certain Incentives For The Smokers To Quit
Smoking.
• Parental Role Modeling.
• Conducting Seminars.
• Dissuading Shopkeepers From Selling Cigarettes.
• Support Other Anti-tobacco Initiatives In Pakistan.
• Implementation Of Tobacco Control Laws.
 BUDGET
• The Campaign is divided into four phases and
is budgeted accordingly:

• College Activity
• Outdoor Advertising
• Seminar
• Anti-Smoking Walk

26
 COLLEGE ACTIVITY
• A visit to 5 Colleges of Islamabad to persuade them to
be a part of campaign. This will take us about 5 days
and a play based on the hazards o smoking.

• Costs of this activity are listed under

Particulars: Cost (Rs.)
Van Branding 50,000
Transportation 25,000
Uniform 5,000
Certificates 1,000
Brochures 20,000
Total: 101,000

27
 OUTDOOR ADVERTISING
(15 DAYS)
•5 (20x20) Billboards will be displayed
•Printing Costs @30Rs. Per sq. ft.: Rs.60,000
•Rent(300,000) per billboard: Rs. 1,500,000
•300 (6x6) Poll-banners@ Rs. 1,000 per banner for 15
days: Rs. 300,000
• Total: Rs.1,860,000

28
 SEMINAR
Antismoking seminar will be conducted in
University
Particulars: Cost (Rs.)
4 Pana flex(10x8) in University: 10,000
Brochures: 2,000
Speaker: 30,000
Lunch: 2,000
Flower bouquet: 700
10 shields: 1,500
Total: 46,200

29
 ANTI SMOKING WALK
After The Seminar 1 Day Is Reserved For
Antismoking Walk
Particulars: Costs(Rs.)
2 Cloth banners: 2,000
Water bottles: 50,000
Sports Celebrity: 30,000
T-shirts: 50,000
Total: 132,000

30
ENDORSEMENTS

31
 ACCUMULATED COSTS
(Rs.)
College Activity: 101,000
Outdoor Advertising: 1,860,000
Seminar: 46,200
Anti Smoking Walk: 132,000
Total: 2,139,200

32
 SOURCES OF FINANCE
• NGO’s
• Charity Institutions And Philanthropists
• What Is Available

33
 STEPS TO QUIT SMOKING
• Find a strong inner determination to stop smoking.
• Be positive and confident that you can successfully quit.
• Choose a specific quit date.
• Medical and Behavioral Expert’s Advice.
• Advice of former smokers.
• Distract yourself.
• Continue Abstention from smoking.
• Throw all of the cigarettes out and stop buying and them and
think of living a long life then thinking of dying.
• Reward yourself.

34
 BENEFITS OF SMOKING
CESSATION
• Reduces risk of premature death.

• Lowers the risk of lung cancer and other cancers.

• Heart disease risks reduced within 1 to 2 years.

• Circulation and lung function improved by 30%.

• Saves Money.

• Internal satisfaction(You will feel fulfilled).

35
36
37
Trashcans

38
Vehicle Tail Pipes

39
Chemical Tankers

40
Skeleton Display :
“Think twice when a smoker wants you to JOIN HIM”

41
42
43
44
45
Smoking thrills but kills

46
The consumption of tobacco claims over 5 million
deaths worldwide annually, 0.1 million in Pakistan

47
48
49
50
51
52
Gyms

53
54
55
56
57
58
59
60
61
You pay for your death!

62
63
Every time a man puts out a cigarette

A cigarette puts out a man somewhere...64

Death Pack

65
66
67
 NON-SMOKERS LUNGS SMOKERS LUNGS

• If you are a non-smoker, this is • If you are a smoker, I’m so sorry.

how our lungs look like This is how your lungs may be.

68
69
70
71
72
Don’t Burn Your Life

73
74
75
76
77
78
79
80
81
82
83
84
85
86
Smoking kills Even Tobacco companies admit it

87
You wouldn’t ignore this Then why this one
warning

88
89
90
91
92
Insert Video here

93
94