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Young people and youth prevention

Young people and youth prevention. Young people and youth prevention is popular. Youth prevention is popular on the agenda. Increasing awareness of the harms of tobacco

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Young people and youth prevention

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  1. Young people and youth prevention

  2. Young people and youth prevention • is popular

  3. Youth prevention • is popular • on the agenda Increasing awareness of the harms of tobacco 3.30 While we will maintain our focus on reducing tobacco use among adults, as the foundation for reducing smoking among young people, we will also look at new possibilities to communicate with young people about tobacco. We will examine the potential for new technology and media to create fresh methods of passing on information about the harm of taking up smoking and the benefits of creating a smokefree future. Today: the key to success is trust

  4. Its time to Trust the People Gerard Hastings Making Smoking History Manchester 5th March 2010

  5. structure Two stories and a campaign: The Kamayoqs: the power of culture Helen: the essence of marketing Help: and the digital revolution Conclusion: from control and the expert to freedom and trust

  6. The Kamayoqs Animal husbandry in the Andes To begin with, people were mistrustful. They were used to a vertical relationship with state agencies, even with development agencies. For them, a vet was someone who turns up in a car wearing good boots and a new jacket and says: ‘This is what we’re going’. What most characterises ITDG’s work is our great emphasis on local culture. We think change has to be rooted in campesino institutions otherwise it won’t be sustainable. trained local innovators in animal husbandry – kamayoqs (Quechua for ‘knowledge bearers’)

  7. The Kamayoqs The power of kamayoqs is palpable “I used to take orders from my husband and sometimes he was violent. In the past women didn’t have rights. I began to think this has to change. I started to respect myself more. My husband got very uncomfortable. He said: ‘Whatever you’re learning, it’s no good for this household because you’re answering me back. You’re not respectful any more since you’ve been running around.’ In a friendly way, I told him I’m taking better care of the animals. I don’t waste money getting them cured. Now he says carry on.”

  8. The Kamayoqs Three great strengths: Effective (‘one of us’)  trust Efficient: local labour + lower costs Sustainable: stay in the community – a movement, not an intervention All these lessons can be applied to tobacco We need Kamayoqs

  9. structure Two stories and a campaign The Kamayoqs Helen: the essence of marketing Help: and the digital revolution Conclusion: from control to freedom

  10. Helen Setting: the King’s Head Characters: Dave, my pal; Catriona his wife and Helen the landlady “remember, Catriona has had her hair done”

  11. The essence of marketing What people need not what we think they need: Helen sells marital harmony (and beer) Her focus is on relationships In a malevolent, manipulative way, this is what the tobacco industry does. They don’t sell nicotine to young people, they sell hope, adulthood, rebellion… We too should learn to let go and listen Build our relationships with young people, smokers, stakeholders not just sell them stuff…

  12. The essence of marketing Enter ‘Community-based Prevention Marketing’ (Bryant et al 2007) Combines community development: mobilization; working with people to define problems + assets; build capacity to deliver and monitor change with social marketing ideas: “satisfying exchanges and an integrated strategy based on marketing’s four Ps – product, price, place, and promotion), competitive analysis, audience segmentation, use of formative research to make strategic decisions, and ongoing monitoring and evaluation” Takes Helen and the Kamayoqs to scale *

  13. structure Two stories and a campaign The Kamayoqs Helen: the essence of marketing Help: and the digital revolution Conclusion: from control to freedom

  14. Help World’s biggest antismoking campaign 27 countries; 22 languages In year 6 of 7 with possibility of further extension Multi media with increasing emphasis on digital

  15. Television Events Cessation Cessation Prevention passive digital Partnerships National governments NGOs Youth Parliament MTV Young people Help website email coaching (in 22 languages)

  16. Digital Virals e cessation User generated content facebook Online, real-time quitting Helpers e-mini series

  17. Digital Virals e cessation User generated content facebook Online, real-time quitting Helpers viral e-mini series

  18. The Helpers: an interactive anti-smoking e-series The Helpers: Help’s animated anti-smoking e-series launched on 15th October 2009 12 episodes in total; 1 pilot and 4 episodes already broadcast online A dedicated mini-site giving Internet users the opportunity to participate

  19. The Helpers: a new episode online each month 15.11.09 “Serkill” Cessation 15.01.10 “The Airplane” Cessation 15.12.09 ”The House” Passive Smoking 15.01.10 “The Geek” Prevention • Each episode is unique but the main theme remains the same: the Helpers super heroes intervene to help a HelpMe with a tobacco-related problem. A new Helpers viral is uploaded each month, addressing one of the three key Help themes: passive smoking, cessation or prevention.

  20. Participative and interactive Interact with the series on Facebook and Bebo Call to vote Teaser for next month’s episode Choose the tip to be used to increase engagement and ‘ownership’ Monthly teaser for the next episode invites people to vote for tips to be used by the Helpers. The ‘winning’ episode is released on the 15th, and announced by a newsletter to fans who are signed up to the series, with the second episode broadcast as a bonus later in the month. New episodes announced on the Helpers Facebook group, where fans can comment and chat.

  21. HelpersMini-site 23 different languages Sign up to the series Become a fan on Facebook and Bebo Access all previous episodes Watch the latest episode Vote on the ending to next month’s episode Link to Help-eu.com Find out more Find out more about the series

  22. Helpers: Development of the siteFacebook Connect Coming soon: The European Commission has approved the integration of an additional Facebook application on the Helpers site: Facebook Connect. This application allows young Europeans who are Facebook members to connect the Helpers site to their personal profile on Facebook and thus share the site contents (episodes, vote module, goodies, etc.) with their friends. This module will also allow users to invite their friends to join the Helpers fan group on Facebook.

  23. Helpers: Development of the siteHelpers Goodies Coming Soon: The European Commission has approved the enrichment of the Helpers site with ‘goodies’ available for download by Helpers fans. These consist of • Helpers screensavers • mobile phone ringtones • SMS alerts • …all these along the theme of Helpers characters and their personal soundtracks.

  24. Digital Evaluation: Conventional campaign evaluation

  25. Campaign Awareness (under25s) 2009 %Saw… 2005, 2006, 2007, 2008 Gradual build up in awareness 2005 only Bases : less than 25 (details in appendix) 28

  26. Overall Appreciation (Smokers and young people) And liking of the campaign North West Europe East South Bases : details in appendix

  27. Image (total sample) 2009 Would you say that this a campaign… In %             *In wave 1 and wave 2, the scale was « Yes, quite a lot » & « Yes, definetely » 30

  28. Digital Evaluation: Conventional campaign evaluation Since October 2009 had over 2.3 million video views and 650 Facebook fans Thousands have joined in creating the campaign Helpers episodes have generated more than 65k clicks to the Helpers sites (CTR 4 %) The Campaign has received a lot of feedback from target audience, which will be used to improve the future content…

  29. “Can't wait for next week's episode. » “good video bro” “esta bueno pero en ves de cigarrillos otra cosa “ ich rauch zwar aber das video is genial^^ “cool Video good message” gooood!!!!!!!!!!! trpp bello SMOKING CAN KILL YOU! love it..! stop smoking..! wééééé j'adoooore !! This episode rock with you! “zoo vout ilove roken”

  30. Digital Key qualities: Interactive Letting go Joint effort Peer to peer Experimental Risky } Trust

  31. Digital: new but not new Audience power A process of letting go Partnership with young people

  32. Digital: new but not new Audience power A process of letting go Partnership with young people Makings of a social movement (as with Change4Life)

  33. structure Two stories and a campaign The Kamayoqs Helen: the essence of marketing Help: the digital revolution Conclusion: from control to freedom

  34. Conclusion The Kamayoqs: effective, efficient, sustainable because it partners local people Helen: the essence of marketing – building relationships with people Combined with community development… Help: we can go to scale; people are up for it; new media give them power (hurray!) BUT this means letting go. Instead of tobacco control think trust, nudging and empowerment

  35. Conclusion There is great power out there, we just have to work with it

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