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PR Stoptober Campaign
- 1. Public Relations Campaign Plan Stoptober is the Department of Health's anti-smoking campaign which launched in October 2012. Co-ordinated by the government's smoking cessation body, Smokefree, and supported by Cancer Research UK and British Heart Foundation, the first campaign was successful. The initiative was set up to get more people to quit smoking, and to run throughout October, and the results were promising in 2012. 9.1% of smokers tried to quit this month compared with 6.1% in previous Octobers. This current campaign is to maintain awareness of Stoptober and its messages. Strengths: Support from Cancer Research UK and British Heart Foundation Results show a 3.1% increase in smokers quitting in October 2012 than past Octobers Weaknesses: Quitting needs a lot of support, it's difficult for long term smokers Hard to measure accurately Opportunities: Support that can help reach smokers Positive results in the past campaign Threats: Could run out of budget Messages Join the movement Raise awareness Stop smoking for health reasons and family Tactics Create a 'quit pack' sold for 贈1 that can be ordered online through the mobile app and by completed leaflets, sponsored by Nicorette. Pack will include Nicorette patches, case studies, success stories,infographics showing effects of smoking on health and expenses
- 2. Create a mobile app with videos embedded, incentives such as how much money has been saved and what could be bought with it, forum where users can support each other, sell advertising space, link to social media, diary where users can tick off the days they don't smoke to track progress Celebrities/vloggers support through YouTube, videos on the app Supporters and opinion formers share the campaign through social media with #Stoptober Write press releases for national newspapers Get spokesperson to speak on the news Give out leaflets to doctor's surgeries Timeline 1st Month - August Design leaflets Design mobile app and write content Create packs 2nd Month - September Finish mobile app Give out leaflets to doctor's surgeries Send out press releases Contact vloggers/opinion formers 3rd Month - October Upload vloggers/celebrity videos on social media and app Put spokesperson on the news Promote the app and quit packs on social media Encourage people to download app and order quit packs on social media 4th Month - November Encourage engagement on social media Keep uploading YouTube videos Upload success stories Encourage users to share their reasons why they're quitting on social media 5th Month - December Share success stories Encourage users to share their reasons why they're quitting on social media Share how many people have taken part in the scheme 6th Month (Evaluation) - January How many have quit? Use the progress tracker on the app and number of people who downloaded and was active on the app
- 3. How much impact has social media had? How many shares of the hashtag, how many views on YouTube? How many quit packs were sold? Compare with past results