Analysis by several NHS Primary Care Trusts in Teesside revealed that although smoking had decreased for the general population within the UK, the number of young smokers had actually increased by 32%. A startling figure which needed to be addressed.
Our challenge was to create an engaging campaign that would connect with a young student audience – enough to disrupt their day, generate real impact and get them to start stopping when it comes to smoking.
The provocative proposition ‘Don’t be a ***ker all your life’ was positioned over a variety of kitsch student-friendly images. We created maximum impact with a mixture of traditional and targeted ambient media included beer mats in specific bars and nightclubs, local radio advertising, press adverts in student magazines, postcards, empty boxes of matches and Adshels.
The campaign was launched with 40ft high projections of the message onto buildings around the University campus and achieved over £150,000 of free credible coverage in the local media, with recall amongst the target market achieving 79% and smoking cessation targets achieved within the first six weeks.
“Guerilla provides a very innovative approach to every brief no matter how difficult it may be. The team is very focused on getting results and we are delighted with the impact that the campaigns have made within our region.”
