Questions and answers on the "HELP 2.0" campaign
European Commission - MEMO/09/252 28/05/2009
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Brussels, 28 May 2009
Questions and answers on the "HELP 2.0" campaign
What is the "Help 2.0" campaign?
Following on from the first Help campaign, "Help 2.0" targets primarily young people and young adults. The general motto is providing help and support “for a life without tobacco” by delivering comprehensive information on health and social problems related to tobacco consumption.
Help 2.0 is an integrated campaign including television, the internet and new media such as mini-sites accessible through mobile phones. The whole campaign is "web driven" , the objective being to draw young people to the Help website where they can get all the information on the dangers of smoking as well as the links to our partner organisations such as the European Network of Quitlines. The website is available in 22 languages and the web and media campaign will be complemented by a series of European and national public and press relations events.
The campaign aims to empower young people to take control of their health and lifestyles, instead of simply being objects in the eyes of the media. This campaign is being fully developed with the help and advice of the target group: both individuals and youth organisations. For example, the idea for one of the new TV spots has come directly from an Internet consultation with young people. Another example of youth participation is the presence of medical students as part of our national teams during field events.
The creative strategy focuses on the collection, presentation, and implementation of 'tips' - absurd and serious - adressing the three traditional tobacco-control themes (prevention, cessation and passive smoking). The best tips will be used as creative material and could even be turned into future TV spots or be part of an online campaign. As this is an EU-wide campaign, the strategy will be fine-tuned at national or even regional levels according the cultural and social needs.
When will "Help 2.0" be launched and how long will it run?
This second Help campaign will run for 2 years and is launched on the 31 st of May in order to celebrate World No Tobacco Day. Three new TV spots will be broadcast on more than 100 TV channels simultaneously in the 27 Member States. This first TV wave will last one month with another wave in September of this year.
Also on World No Tobacco Day, events will take place in the 27 European Union capitals. In Brussels, the Help campaign is a partner of the Brussels 20km race. Amongst the 25 000 runners, 700 Commission officials will run "for a tobacco-free Europe".
What is the target group?
Young people (15-24) and young adults (24-35) are the core target groups. Evidence from a Euro -barometer on tobacco suggests that in this age group smoking rates remain stable and high. In adults over 35 years old, on the other hand, smoking rates are decreasing.
What is the budget for Help 2.0 and where is the money coming from?
For 2009, the budget will be 16.84 million euros. Provided that the evaluations demonstrate that the campaign is successful it can be renewed in 2010.
The campaign is financed by a specific budget: “the Community Tobacco Fund”. This is fed from a levy on the aid granted to tobacco growing in the framework of the Common Agricultural Policy. This means that the budget of this campaign does not compete with any other public health or social action.
What were the results of the first "Help 1.0" campaign?
The results of the four year (2005-2008) first phase were very positive. We know, from a survey that the campaign reached its target audience, that young people liked the campaign and that they understood the message. We also know that after having seen the adverts, a large number visited the Help website looking for help and more information. Monitoring has shown that after 4 years, 152 million Europeans remembered seeing the Help TV campaign, 59 % of young Europeans remembered having seen at least one TV spot, and most importantly, 79 % of young non-smokers said the adverts made them think about the importance of not smoking.
The "European Youth Manifesto for a life without Tobacco " was an innovative and successful project coming out of the Help 1.0 campaign. The Manifesto was drafted by young people themselves on the basis of national consultations and was promoted in the Member States through national press conferences and field activities. Over 70,000 TV spots were broadcast on 96 national and pan-European TV channels. There were more than 7 million individual visits to the EU “Help” website and over 140,000 subscribers signed up for the e-mail coaching programme. The "Nicomarket" viral marketing campaign received marketing awards for its success as a youth campaign. There were field activities across the EU with 1,100 national events and 340,000 CO measurement tests carried out. Finally, the campaign was covered by over 6,800 press articles and reports in the European media.
Do you really think that a media campaign can be efficient?
Campaigning in isolation is not very useful. Experts agree on the fact that tobacco control campaigns must be part of a more comprehensive tobacco control strategy. That is precisely what we are doing here. The new campaign takes place within the context of the Community’s tobacco control policy which comprises legislative action, support for tobacco control projects through the public health programme, and participation in international tobacco control work including the WHO Framework Convention on Tobacco Control.
Successful tobacco control must tackle the problem from every conceivable angle. This is why the Commission takes a multi-faceted approach – including legislation, active participation in international tobacco control initiatives, supporting tobacco control networks and projects and tobacco prevention campaigns
Where can I find out more?