Developing The Anti Tobacco Smoking Campaigns English Language Essay

develop The Anti tobacco Smoking Campaigns English Language Es articulateIndian women argon among the worst in the world when it comes to bullet. According to the latest tobacco plant Atlas, the country ranks third in the discharge 20 female exact populations across the globe.Only the US with 2.3 crore female bumrs and China with 1.3 crore women smoke carriages be worsened off than India.Tobacco usage in India claims more than than 800000 stand firms annu all(prenominal)y. Globally the deed of smokers is expected to rise to 1.7 billion by 2020. Ninety percentage of the smokers in the country start smoke before they be 24 days old. Half the male tuberculosis deaths in India are caused by smoking. If smoking is unchecked, by 2020, millions of people in India will become regular smokers. most of them experience their first puff before attaining the age 18. What is most lamentable is the steady rise in the counts of teenagers, some of them as childlike as 14 or 15 ye ars. Out of the 1000 teenagers who smoke, at least 500 own been found to die of tobacco-related diseases.In USA, the carry in smoking has been attri aloneed to a number of reasons a growing awareness about the health-damaging cause of smoking, rising fanny prices, rising bum taxes, obstreperous anti-smoking private roads and a decline in the social acceptability of smoking.Disastrous cause of SmokingSmoking predisposes to oral, lung, and other gagecers. Smokers are more likely to amaze from high blood pressure and to experience a center of attention-attack or stroke. Smokers are also at increased risk of disturbances ranging from dental caries to osteoporosis. Women smokers are more likely to founder abortions. Their children are more likely to have behavioral dis arrangements. Non-smokers, who regularly inhale overlyshie smoke, also suffer high medical risk. A try of half a million Americans who were followed-up for an comely of nine years, showed that the risk o f death was doubled in smokers. *As some as 2200 Indians stop smoking every day by dying. Tobacco is the microprocessor chip major cause of death in the world.Forty percent of the cancer detected in India, is because of tobacco use. With every cigarette, you ingest a staggering 4700 chemicals, 42 carcinogens or cancer-causing substance. One cigarette and one beedi sicken seven transactions of your life. Approximately Rs.27000 crores in call of healthcare cost and lost productively. One packet of Pan Parrag or Hans reduces four minutes of your life. It causes sexual impotency in men, miscarriage and infertility in women, wrinkly pelt, stained teeth, bad odour, mouth ulceration and difficulty in swallowing. every(prenominal) organ in the body is affected from head to toe, especially the brain, lungs and heart attacks, chronic cough and lung disease, worsened condition of diabetes, blood pressure and cut back stamina. Babies born to mothers who smoke can be sicker, die suddenly , or have more infections of the middle ear, coughing and wheezing. Tobacco-related causes lead, every year in India, to 20000 amputations as well as frightening diseases like lung/oral cancer, stroke and heart capers and over octad lakh deaths compared to 60000 from road accidents. Cause problems to family, friends and co-workers from the smoke from the cigarette exposing them to the same dangers. This is called second hand smoking.Therefore, it is quite evident that smoking is a serious problem India is facing today esp. the youth of India.Target SegmentAs mentioned earlier, females in general start smoking in their late teens. So, my campaign would be targeting the girls who are in the age group of 16-24 years.Attitude towards Smoking youth women who smoke experience very few noniceable side effects (well null serious enough to motivate quitting en masse), not only do they lack the motivation to quit they are also extraordinarily supporter at creating loopholes to explod e antismoking pass alongs directed at them.An analysis of non-homogeneous seek showed that the three main loopholes wereSmoking is just one of the many risks in lifeYoung smokers make a distinction amidst quick, individualized reasons for giving up and more remote, official reasons such as commodious term health risks (e.g. lung cancer) which calculate less relevant.The risks of smoking are besides far in the future to worry about like a shotYoung smokers have no meaningful genius of their own mortality and live very much in the here and now.Antismoking messages are redundant everybody knows smoking is bad for youTo be effective, the antismoking message must feel like overbold news.Planning the Anti-Smoking CampaignsThe planner had to infiltrate the world of the young female smoker to find a new angle, only if how? We needed to work from the internal out, our starting point being our target, from its own point of view. We would find our targets shaky spot and then fi nd a weapon to match a relevant short term cast out effect of smoking that would take out them where it would have the most effect.TeenwatchingFor several months, the planner would watch the targets programmes and movies, read their magazines, frequented their lessen out spots and shopped where they shopped. Part of this planners method inquiry included teenwatching (i.e. find and interacting with our target in its own surroundings, as one of them) in various McDonalds on Saturday afternoons.Interviews with editors of leading young womens magazinesAn important and intimate relationship exists between young womens magazines and their readers. These magazines act almost as best friend and press discussion and advice on everything from what to wear and how to pull to body image and stimulated problems. For the lowdown on how to get even closer to our target, the planner would grill the editors of magazines with turgid (female) youth profiles.Strategy positioning researchWe nee d to find a apt, relevant and persuasive message that communicated a short term minus effect of smoking.The key insight of our targets weak spotAs a result of the above, three key points became clearThere is no chain of mountains for even a hint of a prescriptive just say no antismoking message.This group, young women, will only respond to messages that offer (or take care to offer) them an informed choice. This is part of their assertion of independence and their rejection of anything that comes from people who patronise them and couldnt mayhap understand what it means to be them.Appearance (and from this, positive self-esteem, boys, sex and friend group acceptance) is the key preoccupationYoung women are passing concern about their appearance (real and perceived). When it comes to their appearance (skincare, make up, clothes, hair etc ) this group seem to be trains potters of the first order. They are information hungry and, when reading their magazines, they are willing to plough through acres of pictures, diagrams and juicy detail to gain whats new and true in the world of skincare, hair care and boilers suit image creation. Credible information learned here passes into the grapevine and can very quickly become received wisdom within the equal group.Young womens positive associations with smoking (aside from peer group acceptance) are mainly to do with appearanceWhen you smoke you look sophisticated, quietly confident, a bit sexy, alluring and more like an adultThe spectre of post quitting tilt gain was, for many young women, seen as more relevant and immediate than cancer.Cancer may happen in the future, you bevel square see it notwithstanding the weight you can see it now and you have to live with itWe would have to talk to these girls about something that was genuinely important to them now (not just what we conceive of should be important to them)their looks.An approach that exploits our targets insecurities about their appearance, using the scientific phrase of cosmetics, could workYoung female smokers believe that the short term negative effects on appearance caused by smoking is just not credible because, unsurprisingly, they could not see any adverse effects taking place now.I propose a hypothesis that a credible but scary fact (smoking makes your skin thinner true but probably unusable because everyone in this rather small medical study was over 50 years old) would capture our targets imagination and create a cause for concern where at that place previously was none (cf. messages from cosmetics manufacturers re astronomical pores, toxins in the skin, blackheads and sun cream).Sure enough, many of the girls would take the skin fineness written report. I believe girls would internalise the write up and gave it their own meanings that were relevant to them now and that tapped into their own individual anxieties about the appearance of their skin.There was a immense deal of familiarity with a wide range of scientific skincare terms (e.g. antioxidants, aminoacids, toxins etc) which was not particularly surprising given this groups obsession and information crave with regards to appearance, in general, and skincare specifically. This is the language of cosmetics that cosmetics manufacturers use to sell these girls more and more skin, hair and body products. Each new product requires its own story filled with scientific language to lend it credibility.The StoryEvery cigarette contains 4000 toxins, many of which the blood stream carries straight into the structure of the skin.The toxins in cigarette smoke cause the blood vessels in the top layers of the skin to rack thus reducing the blood bring there.It is the reduced blood supply which causes a reduction in the availability of oxygen (which is necessary for all living cells) and the removal of waste products, dead skin fragments, etc which provides the necessary environment for skin regeneration.This would be scary stuff to the aver age young char who spends much of her time and money on a skincare governing worthy of Cleopatra herself (face packs, cleansing, exfoliating, toning and moisturising).The imaginative briefMy proposition for the campaign isEvery cigarette you smoke is having a detrimental effect on your looks now.Smoking makes junior you look olderThe picture above cl earlier captures the side effects of smoking on the beauty of a girl.Creative Development researchThree key points relevant to the campaign areIn order to attract the attention of our rather discriminating target, the visuals used had to be of constitutional interest to them.It is not enough to use long scientific feign to imitate the language of cosmetics. In order to be relevant the duplicate should be succinct and, to create the same excitement that good cosmetics ads do, it must adopt the aspirational Clinique approach of top skincare scientists at the cutting boundary line rather than that of an ordinary G.P., a grey, healt h expert.A tone that is too jokey, cleverclever, discursive or ironic would undermine the credibility of the message.Refining the creative workWe stuck with the idea and the creative team used the learnings from research to deport our story in a musical mode that was a shorthand, communicating in effect in a language (the language of cosmetics) that our target understood immediately and was already extremely responsive toFour single page move ads in the style of a high quality cosmetics ad campaign but with cigarettes and cigarette ash sullying typical skincare / cosmetic products (facepack, skin cream, translucent powder and a make up brush).1The final media schemaWe worked extremely closely with our media team and when we saw the finished ads glossy, beautiful, instant batten down we decided that not only were we going to use magazines, for the reasons outlined above, but we were also going to use posters in the London subway system becauseAlthough the Underground is not a beauty environment per se, many cosmetics brands advertise there and so there was a natural fit with our faux cosmetics campaign.You cant smoke on the tube and so cigarettes are often top of mind for many smokers when they travel on the Underground.A grim earth strategy of getting to our target when they are feeling lousy e.g. early in the morning.Have we hit the mark?Qualitative research licenced by the HEA showed that by using the language of cosmetics, and also the glamour and wide-eyed gloss of the best cosmetics advertisements, the message was found to be believable and extremely relevant. These ads were found to be an appropriate counter to the sophisticated image the tobacco industry and the movie / fashion world currently give cigarettes. decimal ad tracking showed a 20% increase in the number of 16 24 year olds who claim to have seen advertising with an antismoking message (excluding nicotine replacement treatments). 84% of the smokers that had seen the ads felt that t hey were aimed specifically at them and almost ii thirds said that the ads had encouraged them to think about giving up. With these ads, we have achieved our finishing of inspiring, in our target, the beginnings of meaningful motivation to quit through engendering a sense of identification, instilling a sense of urgency and blocking off escape routes.Journalists too have followed our lead and magazines and newspapers now run stories about smoking affecting young girls looks (4000 toxins etc) as if it were received wisdom.2The planner used her wits (and a bit of method in her madness) to find a way (literally) under the otherwise impenetrable skins of young women who smoke.ConclusionPlanning contributed to highly successful creative work byRedefining the role for advertising victimisation method planning, as a complement to conventional research, to find a critical new consumer insight which changed the way we positioned our antismoking messageProviding crucial ammo for creatives by discovering certain key facts to create a new, relevant story about the effects of smokingUsing research to refine the creative work and to encourage intelligent media implementation