BURN! GOSSIP MAGAZINE by 358 Helsinki for Cancer Society Of Finland

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BURN! GOSSIP MAGAZINE

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Industry Anti-smoking
Media Promo & PR
Market Finland
Agency 358 Helsinki
Creative Director Ale Lauraeus, Erkki Izarra
Art Director Mark Nurmi
Producer Peggy Petrell
Photographer Pekka Mustonen, Essi Karjalainen
Editor Sunniva Strömnes
Released October 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: CANCER SOCIETY OF FINLAND
Product/Service: ANTI-SMOKING AWARENESS
Agency: 358 HELSINKI
Date of First Appearance: Oct 15 2010
Entrant Company: 358 HELSINKI , FINLAND
Creative Director: Erkki Izarra (358 Helsinki)
Creative Director: Ale Lauraéus (358 Helsinki)
Editor in Chief: Valtteri Väkevä (358 Helsinki)
Art Director: Mark Nurmi (358 Helsinki)
Strategist: Milla Kokko (358 Helsinki)
Editor: Sunniva Strömnes (Freelance)
Producer: Peggy Petrell (358 Helsinki)
Photographer: Essi Karjalainen (Freelance)
Photographer: Pekka Mustonen (Freelance)
Media placement: Press / Print - Suosikki, 7 Päivää - 15 October 2010

Describe the objective of the promotion.
To young people, smokers look cool, bad and popular. We wanted to change the way the youth think about smoking.

Describe how the promotion developed from concept to implementation.
We thought of things that teens like. Well... they are into pretty much anything as long as it doesn't feel like somebody is teaching them. One thing most of them have in common is an interest in young celebrities and gossip. So we created the world's first anti-smoking gossip magazine "Burn!". It looks exactly like any other gossip magazine. The content is also like in any other gossip magazine: paparazzi shots, stories about sports heroes and rock stars, a health column, shocking revelations, pin-up pictures and even a horoscope.

Explain why the method of promotion was most relevant to the product or service.
We lured teenagers into reading gossip but we delivered anti-smoking messages. According to research, kids immediately realised that someone was trying to teach them something. But they didn't care. They continued to read because the stories were interesting and in an entertaining format.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign's feedback was exceptionally positive. Schools asked us for more copies of the magazine. Burn was planned as a one-shot deal, but because it was such a hit, there have already been three issues made. The print-run has grown from 60,000 to 100,000 to 160,000. We were also able to contact difficult target groups like kids in foster homes. Usually ad agencies do an anti-smoking poster with a skull, but we created a permanent media. The fourth issue of Burn will be published in autumn 2011.