QUITTER by Hasan & Partners Helsinki for Cancer Society Of Finland

QUITTER

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Industry Anti-smoking, Against Cancer
Media Promo & PR, Case study
Market Finland
Agency Hasan & Partners Helsinki
Creative Director Eka Ruola
Art Director Ossi Honkanen
Copywriter Timo Iivari
Designer Mikko Juhola
Released September 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: CANCER SOCIETY OF FINLAND
Product/Service: SOCIAL MEDIA EXPERIMENT
Copywriter: Timo IIvari (hasan & partners)
Art Director: Ossi Honkanen (hasan & partners)
Designer: Mikko Juhola (hasan & partners)
Production Manager: Antti Zetterberg (hasan & partners)
Creative Director: Eka Ruola (hasan & partners)
Development Director: Virve Laivisto (Cancer Society of Finland)
Chief Medical Officer: Matti Rautlahti (Cancer Society of Finland)
Web Developer: Hermanni Mäki (Sulake Dynamoid)
Campaign Manager: Antti Laakso (Sulake Dynamoid)
Web Developer: Henri Kuittinen (Sulake Dynamoid)
Production Manager: Timo Laru (Miracle Sound)
Media placement: Internet - IRC-Galleria.net - 20 April 2010
Media placement: Internet - Facebook.com - 20 April 2010
Media placement: Internet - Spotify.com - 20 April 2010

Summary of the Campaign
We needed to reach Finnish teenagers who smoke or are in danger of starting a habit. So we created a social media community that rewarded teenagers daily for engaging in anti-smoking information and chat. The basis of the community was compiled from previous campaigns social media data and user info. Also databases of previous promotional campaigns were utilized.

We invited the target audience through electric direct mail to join a social media community that rewarded teenagers daily for engaging in anti-smoking information and chat.

The daily anti-smoking questions and answers were presented by a-list celebrities. The credits the kids received every day for engaging were valid currency in the Quitter store offering them instant gratification for not smoking. The fashionable purchases demonstrated the profitability of non-smoking as the teenagers shared pictures of their rewards on their social media profiles.

The Situation
Kids smoke because smoking offers them an instant reward: it makes them feel older and more attractive.
So we created a mechanism they engage daily for instant gratification.

The Goal
We needed to reach Finnish teenagers who smoke or are in danger of starting a habit.

Our insight was based on several researches conducted by the Cancer Society between 2002-2009.

The Strategy
The strategy was not to lecture but be part of the target audiences daily online life. Offering them the same thing that smoking offers: instant gratification. This time it would be for NOT smoking.

Kids in Finland are well-educated about the dangers of smoking. We needed to affect their attitudes and emotions. Rewarding is proven to be more efficient for teenagers than punishing.

Execution
The campaign started in social medias in April 2010 and lasted until the end of the year. We were present in the daily lives of the target audience. Average time spent onsite was 1.5 minutes – every day.

We stuck to the campaign strategy and fueled the phenomena by using facebook and Spotify advertising to direct more people to the community.

Documented Results
- Total of 3 million visits to the community web site.
- 387 950 kids engaged to the community, average age 16 years.
- 110 000 posts to the Quitter chat.
- 50 000 kids entered a quitting program.
- Quitter Store delivered over 8000 products.
- Youth smoking in Finland is in increasing decline.