FOPH launches tobacco prevention campaign
The aim is to establish non-smoking as a "cool" lifestyle. With this objective in mind, the Federal Office of Public Health (FOPH) launched its new tobacco prevention campaign "Smoke Free" on Monday. It was developed by Wirz.
While the Prevention campaign to date has emphasized the naturalness of not smoking, the new campaign underlines the individual benefits of not smoking. The aim is to further reduce the proportion of smokers, which fell from 33% to 27% between 2001 and 2009 and has since stagnated.
The campaign, financed by the Tobacco Prevention Fund, runs until 2012, costs CHF 9.8 million and uses advertising concepts from the tobacco industry. The centerpiece is a cigarette packet with the campaign slogan "no cigarette is better". However, it is not filled with cigarettes, but with ten tips on how to stop smoking and ten advantages of not smoking. The aim is to establish non-smoking as an actual brand under the slogan "Smoke Free".
In the launch phase, a cinema spot, advertisements, posters and the website Smokefree.ch launched. The aim is to establish the "Smoke Free" packet in the style of real cigarette brands. The imagery of the tobacco industry is also used in the second phase: In one commercial, for example, the adventurer appears in the great outdoors, albeit in a smoke-free environment. The campaign is being run in German, French and Italian. In order to appeal to as many migrants as possible, the campaign will also be run in Albanian, English, Portuguese, Spanish, Serbian-Croatian-Bosnian and Turkish.
You will find the report on the campaign in the Werbewoche print edition, which will be published on January 14, 2011.
