Background

6

Smoking is a leading cause of avoidable death in America. It resultsin above 480,000 fatalities yearly and the figures have beenincreasing from the past 50 years (CDC 1). People who smokeexpose themselves to more health risks when compared to nonsmokers.Cigarettes contain tobacco, which harms the heart as well as bloodvessels in numerous manners. These includes thickening of the bloodresulting in difficulty carrying oxygen, increasing blood pressure aswell as heart rate that can result in heart related complicationsbecause the heart beats fast than usual, reduces the level of goodcholesterol while increasing the bad cholesterol (NIH 1). Inaddition, is the harm caused to blood vessel walls, as they becomestiff and smoking also aids in inflammation that triggers the buildupof plaque resulting in coronary heart illness. Individuals that smokeexpose themselves to illnesses like lung cancer, severe bronchitisand stroke.

Purpose, Objectives and Goals

The purpose is to show how smoking causes harm to the wellbeing ofsmokers. The objectives include educating the target audience aboutthe risks they pose to their health when smoking and provide healthresources that will assist in educating the audience why they shouldquit smoking. The goals are to give a wakeup call to smokers, andthat by the end of the campaign the target audience will take actionto stop smoking.

Behavior tip/barrier and benefits

The group wants to increase awareness on how students can quitsmoking, especially within school premises. By informing anddemonstrating to students the dangers that they pose to theirwellbeing due to persistent tobacco use, it becomes possible for thetarget audience to comprehend the perils of smoking. Quitting smokingis not simple the process requires patience and dedication. However,with persistence the expected outcome may be achieved, which is asmoking free school environment.

The benefits of the desired behavior involve reducing and eventuallydoing away with smoking among students. It will also ensure that theschool environment is smoke free. Bearing in mind that smoking causesproblems to the smoker and secondary smokers, ensuring that studentsquit smoking reduces health risks smokers pose to themselves andthose they pose to secondary smokers. The possible barrier includesresistance from students. Peer pressure among students is a majorbarrier in discouraging students to smoke. Even when a studentdesires to quit, they may experience relapse especially if theycontinue to move around with friends that are smokers.

P

Desired behavior – increase awareness on how students can quit smoking within the school environment.

ositioning Map

Undesired behavior – widespread smoking within the school environment

Benefits: informs on the demerits of smoking, reducing smoking and eventually eliminate smoking among students, avoid health risks to the direct and secondary smokers

Barriers: students are likely to resist the campaign to quit smoking, peer pressure as students influence each other in decision making on if to quit

Advertising copy

“Each time you smoke the blood gets thick and dirty with toxins”

The positioning map will be effective. This is because it informs thetarget audience on the health risks they expose themselves to bysmoking. Once, students are aware of the risks, they are informed onhow they can begin the journey to quit smoking. The position mapconsiders the effectiveness of peer pressure in influencing thetargets decision making. By addressing how to avoid peer pressure,students are in a better position to start and commence on the planto quit smoking.

Branding strategies

The campaign will employ “harm” as well as “hope” messaging,through demonstrating the harm arising from smoking and persuadesmokers to quit. In addition, is informing on what to do to quitsmoking. The campaign motivates smokers to access the provided onlinestrategies and support on avoiding smoking. The campaign offerssupport through messaging and emailing, as well as support on how toreach local smoking services. “Harm” and “hope” messagingdramatizes the negative outcome of smoking through ensuring theinvisible effects becomes visible, demonstrating the negative outcomeon the entire body, from the heart, blood, brain and lungs (Hillier71). In turn, enhancing awareness via depicting the immediate risksthat arise from just a single cigarette, The campaign messageconcentrates on the fact that each time someone smokes, cigarettesmoke comprises of toxins that cause the blood to become dirty aswell as thick, raising the possibility of getting heart attacks orstroke.

Campaign products

The campaign will make use of visual images and videos as the coreproducts to demonstrate the harm arising from smoking. In addition toinforming, the target audience will also see what issues they arebeing warned against. The actual product is a short video depictingan individual smoking, once the cigarette has been inhaled theadvertisement cuts to what happens in the body as the smoke moves tothe lungs, the toxins mix with blood, which becomes black, and thedirty and thick blood moves to the heart and brain. The augmentedproduct is a voiceover explaining the dangers posed by smoking andreaffirming that each time people smoke, they cause their blood tobecome dirty and thick because of toxins that circulate the entirebody.

Campaign price

The monetary expenses for the campaign involve paying foradvertisement space. The warning images will be placed on billboardsthat are strategically positioned in places where students are likelyto see. Billboards will also be used in airing the videos.Nonmonetary costs include the time it will take to create theadvertisements, messaging or emailing students that need help on howto quit smoking. The campaign will insist more on the nonmonetarycosts. The billboards will run for a shorter period to reduce costs,but online support to students will continue.

Campaign place

Since the target, audience is students, the billboards with imagesand videos will be placed in the school environment. The billboardswill be in resting areas, walkways and places where students arelikely to be when smoking within the school compound. The places areeffective because the messages are more visible to the target. Forinstance, placing the billboards in smoking areas consciously alertsthe smoker to reflect on the consequences of smoking.

Campaign promotion

  1. Creating a campaign page – it acts as an effective way of publicizing the campaign. For example, opening a facebook or twitter accounts and inviting people to like the page.

  2. Emailing – an illustration includes creating a general email that is circulated to the all students informing them of the campaign.

  3. Social activity – the campaign will be using social marketing, hence it can be promoted through creation of for instance a blog post. The blog will comprise all the information concerning the event.

  4. Submit to media outlets – there are many media websites that allow people to post events, like event calendars, which can be used to let people know of the campaign.

  5. Search engine optimization – this involves ensuring that more people get to see the campaign page. Optimization becomes possible via selecting a keyword and combining it with the campaign slogan, which makes it possible to locate the campaign online.

Evaluation plans and ethics

The number of students that will seek help on how to quit smokingwill become the determinants in measuring the effectiveness of thecampaign. There are no ethical issues.

Works Cited

CDC. Centers for Disease Controland Prevention. FastFacts: Diseases and Death, 2015. Web. 16 Apr. 2015. &lthttp://www.cdc.gov/tobacco/data_statistics/fact_sheets/fast_facts/&gt

Hillier, Dawn.&nbspCommunicatingHealth Risks to the Public: A Global Perspective.Aldershot, Angleterre Burlington, Verm: Gower, 2006. Print.

NIH. National Heart, Lung and Blood Institute. What are therisks of smoking? 20 Dec. 2011. Web. 16 Apr. 2015. &lthttp://www.nhlbi.nih.gov/health/health-topics/topics/smo/risks&gt