Rajani Ganji PR Campaigns

11/11/14

THE TRUTH CAMPAIGN

•  Created in 1998 •  Started in Florida •  Runs by the American Legacy

Foundation •  Founded under the terms of the Master

Settlement Agreement •  Uses bold and “in-your-face” marketing

and advertising techniques to reach teenagers.

 

THE TRUTH CAMPAIGN “FINISH IT”

The goal is to stop Big Tobacco. Only 9% of teens smoke. That's down from 23% in 2000. That means, not only have we all come really far, really fast, but we’re super close to ending teen smoking for good. We thought that was a pretty awesome, attainable goal to rally around. And from there, “Finish IT” was born.

RESEARCH •  Monitoring the Future

– MTF is conducted at the University of Michigan –  Study of the behaviors, attitudes, and values of

American secondary school students, college students, and young adults. Each year, a total of approximately 50,000 8th, 10th and 12th grade students are surveyed (12th graders since 1975, and 8th and 10th graders since 1991).

•  The Findings: –  23 percent in 2000 –  Youth smoking rates have dropped to 9 percent in 2014

 

FINDINGS

FINDINGS

KEY PUBLICS •  Teens

-  Middle school students – Primary -  High school students – Primary -  College students – Secondary

•  Smokers –  At risk smokers –  Social smokers

•  MTV (VMA’s) watchers

•  General publics that are influenced by celebrities

DESIRED OUTCOMES

•  To get the 9% of teens down to 0% •  TO END TEEN SMOKING ALL TOGETHER!!

TARGETED MESSAGES •  Tom Miller, Legacy board member, said to USA Today “The ads don't lecture teens about the perils of smoking. Instead, the ads aim to harness young people's inclination to rebel against authorities who they believe are taking advantage of them.” •  Be the generation to end smoking •  To empower teens to stand up to big tobacco companies

PLANS & OBJECTIVES

•  Spread the word about the generation that will end smoking for good within the next year

•  To drive tobacco sales down within the next year

•  Increase social media impressions within the next year

•  Reach out to teenagers in a way that appeals to them by August 24, 2014 (using catchy music, and lots of graphics)

TACTICS •  Two commercials aired during MTV’s VMA •  #FinishIT •  X’d Profile pictures •  Interactive website (Tracking their efforts) •  Better social media interactions

VALUES •  We're not here to criticize your choices, or tell you not to

smoke. We're here to arm everyone – smokers and non-smokers – with the tools to make change.

•  We’ve always been about exposing Big Tobacco’s lies and manipulation. And while they keep adapting their tactics, we keep it real.

•  This isn't about throwing stones at smokers. It's about finding and turbo-charging new fun ways to do what no generation has ever done before - end smoking.

•  We're about getting the real facts in front of as many people as we can. What, you thought we call ourselves truth because we just like the way it sounds?

VALUES  

•  KETCHUM:  – Uncommonly  smart,  curious  and  passionate  –  that’s  who  we  are.  Great  ideas  that  sha@er  expectaBons  –  that’s  what  we  do.  Our  people  are  empowered  and  inspired  to  think  about  products,  companies  and  challenges  in  a  different  way.  And  we’re  just  crazy  enough  to  believe  you  can  actually  change  the  world  –  and  how  it  responds  to  ideas  –  through  communicaBon.  

SUCCESS OF CAMPAIGN •  Inputs

•  Commercials –  Paid the photographers for the pictures of celebrities –  Paid for the rights of the song –  Paid MTV to air the commercial (slot time) –  Creative team

•  Cost to revamp website •  Outputs

•  Total Profiles X’D= 19,000 •  Total Facebook impressions= 2.1 million •  Total Twitter impressions= 76,000 •  Total Instagram impressions= 18,000 •  About 22 thousand joined the camping online •  8.3 million viewers saw the Truth commercials during MTV VMA’s •  Over 1.6 million views of the unpaid spokesperson commercial on

YouTube.

SUCCESS OF CAMPAIGN

•  Outcomes –  Continuing efforts of campaign –  Continuing to engage with public through social media –  Altria’s cigarette shipments drop in the second quarter –  Two universities have taken a stand on cigarette smoking on

campus. •  Formed Relationships

–  Have a good relationship with the “FinishIt” generation –  MTV supports the efforts –  Created a partnership with VANS (Wraped Tour) –  US Open of Surfing –  SXSW –  Shout out to CVS Pharmacy

DOWNSIDE  

•  Call to action? •  Teens have a short attention span •  Could possibly be very expensive •  Could taken a long time to find out if the

campaign worked •  Formed relationships?  

THANK YOU

SOURCES •  Campbell,  C.  (2014,  October  19).  #FinishIT  campaign  harnesses  peer  pressure  to  eliminate  teen  

smoking.  Retrieved  November  10,  2014,  from  h@p://manitoumessenger.com/opinions/2014/10/19/finishit-­‐campaign-­‐harnesses-­‐peer-­‐pressure-­‐to-­‐eliminate-­‐teen-­‐smoking/  

•  Cigare@es:  Trends  in  30-­‐Day  Use,  Risk,  Disapproval,  and  Availability.  (n.d.).  Retrieved  November  10,  2014,  from  h@p://monitoringthefuture.org/data/13data/13tobfig1.pdf  

 •  Harris,  M.  (2014,  September  23).  The  end  of  teen  smoking  is  here.  Retrieved  November  10,  2014,  

from  h@p://america.aljazeera.com/opinions/2014/9/teen-­‐smoking-­‐tobaccotruthadcampaign.html  •  Kell,  J.  (2014,  July  22).  Altria's  cigare@e  shipments  dropped  in  second  quarter.  Retrieved  November  

10,  2014,  from  h@p://fortune.com/2014/07/22/altria-­‐shipments-­‐drop/  •  Leys,  T.  (2014,  August  26).  AnB-­‐tobacco  ads  aim  to  shame  celebriBes  who  smoke.  Retrieved  

November  10,  2014,  from  h@p://www.usatoday.com/story/news/naBon-­‐now/2014/08/26/anB-­‐tobacco-­‐ads-­‐celebriBes/14628219/  

•  Program  Profile:  The  truth®  Campaign.  (2014,  November  10).  Retrieved  November  10,  2014,  from  h@ps://www.crimesoluBons.gov/ProgramDetails.aspx?ID=301  

•  PROGRESS  IS  BEING  MADE  ALL  DAY,  EVERY  DAY.  SEE  WHAT  YOU  CAN  DO.  (n.d.).  Retrieved  November  10,  2014,  from  h@p://www.thetruth.com/track-­‐progress