SECOND-HAND SMOKE Campaign briefing pack

Transcription

1 SECOND-HAND SMOKE Campaign briefing pack

2 THE AMBITION: As we move towards a creating a tobacco-free generation, we want to protect children from the harms caused by second-hand smoke and give every child in Scotland the chance to grow up in a smoke-free environment. THE POLICY CONTEXT: In March 2013, the Scottish Government announced a new comprehensive Tobacco Control Strategy for Scotland, which set out the actions to be taken over the next five years to put Scotland on the path to becoming a tobacco-free generation. To achieve this goal, Minister for Public Health Michael Matheson stated that whilst the majority of actions outlined in the Strategy rightly focused on prevention, together Government, Local Authorities, NHSScotland and the third sector needed to also put a focus on protecting people, especially children, from the harms of second-hand smoke. With Scotland being the first country in the UK to introduce legislation to ban smoking in enclosed spaces in 2006, and very high levels of compliance reported, there has been a significant reduction in exposure to second-hand smoke. Other associated positive health outcomes have been reported including reduced heart attack admissions to hospital, reduced childhood asthma admissions to hospital and fewer premature births. Overall, the legislation has also helped raise awareness and understanding of the impacts of secondhand smoke. However against this backdrop of increased awareness, the harms still remain. A 2010 WHO study highlighted that around 603,000 people, including 165,000 children, die each year worldwide as a result of exposure to second-hand smoke. This social marketing campaign, which falls under the protection strand of the tobacco control strategy, is focused on the key objectives of raising awareness of and reducing the number of children who are exposed to second-hand smoke. THE CAMPAIGN STRATEGY: The campaign focuses on three distinct strands. To EDUCATE about second-hand smoke, its harms and highlight that what people are doing isn t enough to protect their children To encourage RE-ASSESSMENT, by letting our audience know that the only way to fully protect children is to have a smoke-free home and car To provide DIRECTION AND SUPPORT, by giving people the necessary information to enable them to change their behaviour.

3 The campaign is overtly clear in its ask this isn t about asking people to quit smoking. We want smokers to have the facts, re-assess their behaviour and make the necessary changes to ensure their children are protected from the harms of second-hand smoke. We want them to understand the restrictions they currently place on their smoking in the house or in the car may not be enough to protect their children. KEY CAMPAIGN MESSAGES: In the home: You may think you re doing enough to protect your children when you smoke, but 85 per cent of second-hand smoke is invisible and has no smell When you smoke indoors, harmful chemicals are created which linger in the air long after you think the smoke has gone Standing at the back door or leaning out a window when you smoke isn t enough to protect your family, as the harmful chemicals can travel from room to room for up to five hours With children having higher breathing rates than adults, they breathe more of these harmful chemicals You can choose whether your child breathes second-hand smoke or clean air Make the right choice for your kids. Don t smoke indoors. Take it right outside. Visit for more information about second-hand smoke and tips about how you can take it outside In the car: If you smoke when your kids are in the car, even with the window open, harmful chemicals from second-hand smoke reach dangerous levels in under just 60 seconds You can choose whether your child breathes second-hand smoke or clean air Make the right choice for your kids. Don t smoke in the car. Take it right outside.

4 THE CAMPAIGN IN DETAIL: A marketing campaign will launch on 25 March 2014, involving television, radio, outdoor and online supported by local community events, partnerships, a campaign website and PR programme. TV: Central to the campaign is the TV advert, which features the familiar scenario of a mother putting her little boy to bed before going about her usual evening routine, which includes having a cigarette by an open window. Using a split screen format, the advert simultaneously shows the actions of the mother, whilst viewers see the boy sleeping. The voiceover highlights that when you smoke indoors, the harmful chemicals from second-hand smoke move from room to room for up to five hours. We see the mum blowing smoke out the window, shutting doors and wafting away the smoke, unaware that despite her efforts, the invisible danger is still there. The viewer then visibly sees the harmful effect of the second-hand smoke on the child as a dirty pattern grows on the child s t-shirt where his lungs are. The fact that children breathe faster than adults, and therefore breathe more of those harmful chemicals is then highlighted. The advert ends with the campaign strapline, For your kids sake, don t smoke indoors. Take it right outside alongside the campaign url rightoutside.org and a new smoke free house logo which has been created to support the campaign. A similar car logo is available for print and online. The TV campaign will run from 25 March 15 June on STV, Channel 4 and Channel 5. Radio: There are two 40 second radio adverts one targeting people in the home, and the other timed to target our audience when they are driving. The home advert challenges people s behaviour, asking the listener to assess how near to their kids they would smoke when in the house.

5 The car advert is focused on how quickly the harmful chemicals from second-hand smoke reach dangerous levels when people smoke in the car, even when the window is open. The impactful message is delivered by a young boy who sounds out of breath. The adverts will run across commercial radio stations for six weeks from launch, including Clyde 1, Forth 1, Moray Firth Radio, Northsound 1 and Radio Borders. Outdoor: Bus backs will be used to target drivers, featuring the image of the boy from the TV ad with the dirty pattern on his t-shirt where his lungs are. The message will highlight how quickly harmful chemicals from second-hand smoke reach dangerous levels in the car. The outdoor will run for four weeks from early April in targeted geographical areas. Website: A new website has been developed to support the campaign and provide information on how to protect kids from the hidden dangers of second-hand smoke. The website dramatises the invisible movement of smoke through a house. As the user scrolls through the website, they ll be taken on a journey from room to room to mirror the movement of second-hand smoke, where facts, coping strategies and myth-busting information will be presented in easily digestible chunks. By mid-april, the site will also feature an interactive lung quiz designed to drive home the facts around second-hand smoke. The format of the website will be fully responsive and therefore lend itself to being viewed on smart phones, as our audience are likely to access online content in this way whilst smoking. In addition it will be used as an information tool at community events and as a resource for health professionals. Digital: Digital advertising will run from 31 March to mid-june, raising awareness of the key campaign messages and directing people to the website. We will also use our digital advertising to target our audience with specific messaging at key smoking moments.

6 Local community events: A 42-date event tour of Scotland is planned, covering all 14 regional health board areas, visiting a selection of shopping centres, supermarkets and hospitals as well as smaller venues such as community and health centres. The concept for the tour will involve shoppers and passers-by being able to see second-hand smoke lingering in a living room, where there appears to be none. This will be done using technology which puts computer generated graphics into a real-world environment, so people can see something that isn t actually there. Using a full living room set as a backdrop, people will be encouraged to put their child in the set and be given an ipad to view the invisible and odourless second-hand smoke floating around them. Those engaged will be given information, advice and collateral by the trained team and second-hand smoke advisers. The tour will be launched on 12 April in Glasgow and will be rolled out for the next 12 weeks, with activity concluding in Motherwell on 12 June. The confirmed journey plan has been developed in conjunction with the local advisers and is provided in Annex 1. PR: There will be a supporting PR campaign, which will aim to deliver sustained coverage for the campaign in national, regional and local print and broadcast media from launch through to the summer. Following the ministerial launch, PR will be focused on delivering an evidence-led campaign where every creative tactic is rooted in demonstrating the harmful effects of second-hand smoke. Using a compelling mix of case studies, facts, myth-busting and expert commentary, the campaign will aim to challenge people s perceptions and make it clear that standing next to an open door or window isn t effective in protecting children from second-hand smoke. The only way to protect them is to have a smoke free home and car. PR will fully support the local community events and the PR agency will work closely with all stakeholders to tailor communications and disseminate the campaign message to wider audiences. Platforms including local press and Big Issue will also be used to help amplify messages at key campaign points. Social media: There isn t a central social media platform being utilised for the campaign, however we would appreciate your ongoing support with pushing out campaign messages through your organisation s Twitter feed and Facebook page. The PR agency will provide assets videos, photography, infographics to support this activity at key points throughout the campaign. Partnerships: Partnerships are being established with a number of organisations to drive awareness of the campaign messages. If you are working currently with any partners who you feel might be able to support the campaign, please get in touch.

7 HOW YOU CAN HELP: To help us amplify our campaign, raise awareness and reach our target audience, we d appreciate your help. Here s some of the ways in which you can support the campaign. Sharing this pack with your colleagues and other relevant stakeholders helping us to maximise support for the campaign Promoting the second-hand smoke campaign within your organisation, workplace or community. We can provide logos and images for leaflets, publications and the web. Our PR agency can also provide material for intranets and newsletters. Linking your website and social media feeds to the campaign website Sharing social media content across your Facebook and Twitter feeds, using the campaign hashtag #rightoutside where appropriate Displaying campaign posters and leaflets Helping with case studies if you have any strong human interest examples of smokers who sought help to change their smoking patterns and reduce levels of second-hand smoke exposure in the home, please get in touch with our PR agency by ing shs@consolidatepr.com Working with our PR agency to drive local coverage, targeting your local media contacts with campaign information Supporting the local community event tour when it comes to your local area and helping with promotion Resources: There are a number of campaign assets available, including posters, leaflets, logos and jpegs of the campaign, website buttons and banners. Downloadable versions will be available on the resources section of the website. The PR agency Consolidated PR can also provide editorial, second-hand smoke fact sheets, social media content and web copy. If you need any resources, please contact Consolidated PR on or shs@consolidatedpr.com Alternatively you can visit the resource section on our campaign website

8 CAMPAIGN CONTACTS: We look forward to working with you to deliver this national marketing campaign as we move towards creating a smoke free Scotland. Please don t hesitate to contact any of the following campaign contacts with questions or suggestions. Campaign Managers: Claire Prentice Senior Marketing Manager Healthier Scottish Government Claire.prentice@scotland.gsi.gov.uk Lee-Anne Chapman Marketing Manager Healthier Scottish Government Lee-Anne.chapman@scotland.gsi.gov.uk PR: Linda McIntyre Consolidated PR shs@consolidatedpr.com Local Community Events: Jac McMillan Kommando jac@kommando.co.uk

9 LOCAL COMMUNITY EVENTS: Annex 1 Second-hand smoke community events will be held in the following venues. Please note the dates are subject to change. 12/04/2014 St Enoch s Centre, Glasgow 13/04/2014 Clydebank Shopping Centre, Clydebank 14/04/2014 Lidl Torry, Aberdeen 15/04/2014 Asda Peterhead, Aberdeen 16/04/2014 Farmfoods Fraserburgh, Aberdeenshie 17/04/2014 St Giles Shopping Centre, Moray 18/04/2014 Tesco Inverness, Inverness 19/04/2014 Bon Accord, Aberdeen 20/04/2014 Union Square, Aberdeen 23/04/2014 Asda Jewel, Edinburgh 24/04/2014 The Quadrant Centre, Coatbridge 25/04/2014 Tesco Dalkeith, Dalkeith 26/04/2014 Antonine Centre or Cumbernauld Shopping Centre, Cumbernauld (tbc) 27/04/2014 The Mercat, Kirkcaldy 30/04/2014 Wester Hailes Plaza, Edinburgh 01/05/2014 Piazza Shopping Centre, Paisley 02/05/2014 Howgate Shopping Centre, Falkirk 03/05/2014 Braehead Shopping Centre, Renfrewshire 04/05/2014 Kingsgate Shopping Centre, Dumfermline 06/05/2014 The Oakmall Shopping Centre, Greenock 07/05/2014 Asda Perth, Perth 08/05/2014 Asda Kirkton, Dundee 09/05/2014 Asda Arbroath, Arbroath 10/05/2014 Forge Shopping Centre, Glasgow 11/05/2014 Kingdom Shopping Centre, Glenrothes 14/05/2014 Asda Alloa, Clackmannanshire 15/05/2014 Rivergate Shopping Centre, Irvine 16/05/2014 Yorkhill Hospital, Glasgow 17/05/2014 Thistles Shopping Centre, Stirling 18/05/2014 Wellgate Shopping Centre, Dundee 21/05/2014 Asda Galashiels, Galashiels 22/05/2014 Asda Toryglen, Glasgow 23/05/2014 Loreburn Centre, Dumfries 24/05/2014 Ayr Central Shopping Centre, Ayr 25/05/2014 Asda Livingston, Livingston 28/05/2014 Asda Robroyston, Glasgow 29/05/2014 Asda Clydebank, Clydebank 30/05/2014 Asda Falkirk, Falkirk 04/06/2014 The Postings, Fife 05/06/2014 The Burns Mall, Kilmarnock 06/06/2014 Asda St Leonards, Dunfermline 12/06/2014 Asda Motherwell, Motherwell