Turk Telekom Promo, Case study SMOKE FREE AIR ZONE by Ogilvy & Mather Istanbul

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SMOKE FREE AIR ZONE

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Industry Anti-smoking
Media Promo & PR, Case study
Market Turkey
Agency Ogilvy & Mather Istanbul
Account Supervisor Cimen Alganer
Released September 2012

Credits & Description

Category: Internal Communications
Advertiser: TURK TELEKOM
Product/Service: SUPPORT EMPLOYEES TO QUIT SMOKING
Corporate Communications Director: Sinan Cem Sahin (TURK TELEKOM)
Corporate Communications Manager: Tulin Kara Ozger (TURK TELEKOM)
Account Supervisor: Cimen Alganer (CAPITOL OGILVY PUBLIC RELATIONS WORLDWIDE)
Corporate Responsibility Specialist: Hande Gursoy (TURK TELEKOM)
Media placement: Press Releases - Zaman - 20th Of February 2011
Media placement: Press Releases - Yeni Safak - 20th Of February 2011
Media placement: Press Releases - Yeni Asya - 20th Of February 2011
Media placement: Press Releases - Milli Gazete - 20th Of February 2011
Media placement: Press Releases - Konya Yenigun - 20th Of February 2011
Media placement: Press Releases - Bugun - 20th Of February 2011
Media placement: Press Releases - Ankara 24 Saat - 20th Of February 2011
Media placement: Press Releases - Ankara Kırmızı Beyaz - 21 St Of February 2011
Media placement: Press Releases - Istanbul Gazetesi - 21 St Of February 2011
Media placement: Press Releases - Ankara Son Soz - 21 St Of February 2011

Summary of the Campaign
The Problem:
Research conducted within the Türk Telekom revealed that a majority of TT employees were smokers. In this scope, Türk Telekom has started fighting against smoking for healthier and more effective employees.

The Challenge:
Türk Telekom aims to support its employees in quitting smoking by offering ‘complimentary therapies’ in its "Türk Telekom Quit Smoking Polyclinics."

The Strategy:
Türk Telekom decided to establish a cooperation with the Ministry of Health, and to support the Smoke Free Air Zone project actively countrywide.

The Results
1,800 patients have applied to the Türk Telekom Quit Smoking Polyclinics until now , and applications continue.

The Situation
By 2008, the Ministry of Health has enforced the Smoke Free Air Zone initiative, which has great significance for public health. Subsequently, Türk Telekom has started to support its employees who wish to quit smoking with "Türk Telekom Quit Smoking Polyclinics."

The Polyclinics are the first in terms of the size of the group served. Over 25,000 Türk Telekom employees in Turkey may benefit from the services of around 60 physicians trained in quit smoking by participating in the Health Ministry’s the e-learning and classroom training on "Tobacco Control and Quit Smoking Therapies."

The Goal
Under the scope of the "Smoke Free Air Zone" project initiated by the Ministry of Health and implemented in 2008, Türk Telekom has evaluated the smoking habits of its employees. Research conducted within the company revealed that a majority of TT employees were smokers.

It has been concluded that this habit may have a negative influence on employee health, depending upon their age groups. Consequently, the Health Ministry’s project has been embraced as an opportunity whereby it was decided to implement a project support TT employees in quit smoking for a healthier life.

The Strategy
Türk Telekom decided to establish a cooperation with the Ministry of Health, and to support the Smoke Free Air Zone project actively countrywide. It has enabled its doctors to receive "Tobacco Control and Quit Smoking Therapies." Thus, it was aimed to support employees in moving on to a healthy lifestyle.

60 physicians have attended the e-course on "Tobacco Control and Smoking Cessation Therapies" and classroom training organized by the Ministry of Health and have initially started working at Türk Telekom Quit Smoking Polyclinics, which is a model project in Turkey and worldwide.

In the quit smoking polyclinics, Türk Telekom aims to support its employees in their struggle against smoking. The centers also undertake an influential role in creating awareness in employees about the harms of tobacco for themselves and their circles, as well as for them to quit smoking more easily and decisively using scientific methods.

Execution
Information posters were prepared and distributed to all the Türk Telekom units countrywide. Employees were referred to www.saglik.gov.tr, www.havanikoru.org.tr, www.tapdk.gov.tr, www.ssuk.org.tr websites in order to learn the details about the project, and to gain awareness.

Each Türk Telekom unit appointed three supervisors for the project, as well as a number of monitors on the hallways. Within the effective supervision mechanism, Türk Telekom employees who decide to quit smoking are first given the "Fagerstörm Nicotine Addiction Test" followed by a chest X-ray, respiratory function and blood tests to assess the damage of nicotine. Following the analyses, physicians choose the best method for the individual, and initiate the therapy.

These therapies are offered for complimentary. In the project, those who succeed in quitting smoking are awarded by Türk Telekom. Thus, Türk Telekom encourages its employees to apply to the polyclinics for a healthier life.

Documented Results
In the two years since the enforcement, there has been a significant reduction in smoking rates in Turkey. According to the Tobacco and Alcohol Market Regulatory Board (TAPKD) data, cigarette consumption, which was 3.641 billion packs in the first 8 months of 2009, decreased to 3.050 billion packs in the same period in 2010. The indoors smoking ban reduced cigarette sales by 16.2 percent in 2010.

"Türk Telekom Quit Smoking Polyclinics" are the first of their kind worldwide regarding the population size to be served. Over 25,000 Türk Telekom employees all over the the country are able to benefit from the services of around 60 physicians trained in smoking cessation. Currently, there is no other company worldwide which is able to offer a service to this many employees.

1,800 patients have applied to the Türk Telekom Quit Smoking Polyclinics until now, and applications continue.