Department Of Health DM REAL KIDS - ABBIE, OWEN, REICHO by Miles Calcraft Briginshaw Duffy

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Industry Anti-smoking
Media Direct marketing
Market United Kingdom
Agency Miles Calcraft Briginshaw Duffy
Creative Director Danny Brooke-Taylor
Art Director Helen Board
Copywriter Matt Lever
Photographer Henrik Thorup Knudsen
Account Supervisor Rachel Gilmour
Typographer Kerry Roper
Released September 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Agency: MCBD
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: MCBD, London, UNITED KINGDOM
Copywriter: Matt Lever (MCBD)
Art Director: Helen Board (MCBD)
Photographer: Henrik Knudsen (Burnham Niker)
Creative Director: Danny Brooke-Taylor (MCBD)
Art Buyer: Louise Tummon (MCBD)
Account Supervisor: Rachel Gilmour (MCBD)
Advertiser's Supervisor: Dan Metcalfe (Doh)
Account Manager: Tom Weinberg (MCBD)
Planner: Andy Nairn (MCBD)
Typographer: Kerry Roper (MCBD)
Media placement: TV - National TV & Specific Spots - 14th Sept
Media placement: RADIO - National Radio & Specific Spots - 14th Sept
Media placement: OUTDOOR - National & Specific Location Spots - 21st Sept
Media placement: PRESS - National Press & Weekly Magazine - 14th Sept/21st Sept
Media placement: AMBIENT - Beermats In Pubs - 21st Sept
Media placement: ONLINE - Online - 14th Sept

Describe the brief/objective of the direct campaign.
Our brief was to generate 81,502 quit attempts amongst routine and manual smokers, an audience where smoking is an ingrained and accepted habit. So in a sense they are all exisiting customers! We focused not on the physical harm to the smoker but on the emotional damage to their family – the one thing they care as much about as smoking. Routine and manual smokers don’t care what the government tells them to do, but by adopting their children’s voice we created a more personal parental onus to quit.

Explain why the creative execution was relevant to the product or service.
This campaign was the first to use the actual children of those people we were trying to talk to. Furthermore the truth behind the campaign was so relevant we had no scripts, only the genuine messages of the children to their parents. The placement of the ads within specific programmes and in site specific locations added to the immediacy and integrity of the creative. The creative was exactly right for the Smokefree brand, not a heavy handed message from government, but a conduit for genuine messages of love and concern to reach our target audience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Realising the saturation of goverment delivered messages regarding health on our hardened smoker audience, we decided to let those who matter most to them deliver the message. We went round schools and after school activity centres and spoke to children of smokers. The message they delivered was unavoidably honest and inescapably showed that smoking was incompatible with being a great parent. We had no specific response rate to achieve, other than as always to promote more and more quit attempts and attitudinal shifts towards smoking.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Though it is hard to measure exact impact on quit attempts, based on prevailing KPIs this campaign outdid all previous DH tobacco comms. With only a £2.7m media spend, we saw a prompted recognition rate of 87%, caused 73% to smokers to reappraise smoking in how it worried their loved ones and had double the calls to the campaign specific number than previous campaigns with over two times the spend of this one – cost per response down to 1/3 of the 2008 figures.