BAG: Stronger is the one who is "SmokeFree
In Switzerland, the number of smokers has been stagnant for several years. Together with the Federal Office of Public Health (FOPH), the cantons, and NGOs, Havas Worldwide Zurich aims to change this.
A three-year campaign aims to persuade people in Switzerland not to smoke and to support them in quitting. The already established brand "SmokeFree" was retained and expanded to include the claim "I am stronger". "I am stronger" is a motivational message for everyone who wants to quit smoking, for those who are in the process of quitting and those who have been smoke-free for some time.
In its first year, the campaign aims to strengthen smokers' will to quit. Not only the health consequences will be communicated. People are to be grabbed by their pride. That's why the TV ads show how smoking takes away the things we all value: Our achievements, our appearance, our health.
The key visual of this first campaign phase is the cloud that covers the head. It dramatizes how much addiction takes hold of smokers. These clouds can also be seen in print and on posters. However, negative messages were avoided here. Instead, normal people from the street demonstrate how to stop smoking and make it clear: Anyone can do it. And it's only natural to be supported in the process.
The campaign is accompanied by a website relaunch. In addition to design and usability, the orientation of the platform was also Smokefree.ch revised. As the FOPH is working with cantons and NGOs for this campaign, the partners' support services are brought to the fore. Thus, people who want to stop smoking can find a support offer in their region that is suitable for them through an interactive map.
The campaign will run for three years and is divided into just as many phases. The first phase aims to motivate people to stop smoking. In the second phase, the campaign supports people who are in the process of quitting smoking and those around them. The third phase aims to establish non-smoking as a matter of course and to confirm non-smokers in their decision. In line with these objectives, new print subjects and spots will be placed from the second phase onwards. In addition, the campaign will be flanked by two sub-projects: In the fall of 2015, an innovative tool will be launched to bring friends together to quit smoking. And in the two-year project "SmokeFree on site," partners of the campaign will come into direct contact with people through campaigns starting in spring 2016.
The campaign has been running since February 16, 2015.
Responsible at BAG: Adrian Kammer (Head of Campaigns), Lukas Schmid (Co-Project Manager), Simone Buchmann (Co-Project Manager). Responsible at Havas Worldwide Zurich: Frank Bodin (Overall Responsibility), Peter Schaefer, Lukas Bosshard (Strategy), Michael Kathe (Creative Direction), Denise Frech, Fabian Esslinger (Art Direction), Yannick Schaller, Gregor Juritz, Markus Rottmann (Text), Merlin Zuni (Digital Art Direction), Gabriela Quadri (Online Marketing Consultant), Caroline Ronzani, Nuria Büchi (Consulting), Constantine Wrage (TV Production) Cara-Anne Specker, Eliane Stettler (Art Buying), Pumpkin Film (Film Production), Kasper Wedendahl (Director), Bacon X (Postproduction Film), Hastings (Sound Recording), Tina Aich (Photo Production), Serge Hoeltschi (Photographer), Fluxif and Red Department (Postproduction Photo).
