Stopgether: Franz&René and Lung League call for smoking cessation
The Bern-based agency Franz&René has launched a smoking cessation campaign on Facebook for the Lung League and Health Promotion Valais. With its colorful and collaborative approach, the campaign aims to motivate people to quit smoking.
Be it the name "Stopgether" or the claim "In November, I'll stop together": The entire campaign is conceived from a collective perspective. The message is omnipresent in all measures from a collective point of view. The heart of the campaign is the Stoptogether.ch website and the Facebook groups that exist in three national languages.
In October, registration and the mental preparation phase for Day X begin. In November, all members will then be actively supported by receiving motivational information, advice and encouragement to exchange ideas with other members in the Facebook groups.
Much emphasis is placed on community management. A team of 20 people takes care of the community in three languages and publishes at least three advices daily according to a designed CI/CD by Franz&René.
Together everywhere
On September 20, the campaign was officially launched with the campaign film on social media on Facebook and Instagram. An extensive PR campaign was also launched. Over 40 editorial offices in Switzerland received an oversized cigarette box in the mail with the inscription "Reporters without cigarettes" - an invitation to get involved with Stopgether.
Attention was already created in advance: With DOOH measures at gas stations, on public transportation, and classic posters at train stations. The digital aspect is the most important part of the campaign and lasts throughout October. Short spots accompanying the campaign film are intended to motivate interested parties to sign up.
Under influence
Some influencers support the action or even participate. In the teaser phase, they aroused curiosity in the community before unveiling the action. Steffi Buchli, Andrea Caroline Brotschi, Adela Smajic, Ariella Kaeslin, Alex J. Fontana and Sylvain Nicolier are committed to the cause as ambassadors of the action.
Numerous intermediary partners
Through the campaign, some partners of the 19 cantonal lung leagues could already be won for Stopgether. Ready-to-use" action kits have been developed for this purpose.
Responsible at Lung LeagueUrs Brütsch (Managing Director, Lungenliga Bern). Responsible at Health Promotion ValaisAlexandre Dubuis (Health Promotion Valais). Responsible at Franz&René: Valérie Pecalvel (Strategic Direction); Luciano Gerber (Client Service Direction); Vincent Eichenberger (Digital Campaign Manager); Jörn Kohlschmidt (Senior PR Manager); Yoann Cosson (Creative Direction); Gianluca Terzini (Art Director); Aline Windler, Sven Jungo (Graphic Designer). Photography and video: Federal Studio. Music: Lebruit.ch. Assembly and motion design: Raphael Walser. Fashion design/style: Archives (soon to be Visual Society). Influencer Marketing: Kingfluencer. Community Management: Mondays. Digital media planning: Gamned!. Website: Stimul.
