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泡沫
案例简介：欧盟委员会的 “帮助没有烟草的生活” 运动旨在在 27 个欧盟成员国预防、戒烟和告知被动吸烟的危险。以年轻人为具体重点的参与性多媒体运动的构想是，在国家和泛欧频道播放电视广告，该频道是一个 22 种语言的网站, 在线病毒和广告活动以及公共和媒体关系，是世界上有史以来最大的提高公众健康意识的举措之一。 上下文 该运动旨在提供一个独特、一致和强大的沟通解决方案，有效提高欧洲年轻人对烟草问题的认识，并鼓励向烟草去核化迈进。目的是通过参与性和互动性的战略，促进青年和品牌之间的真正对话。 哲学/解决方案 你想传达的信息是什么？ 该活动旨在通过基于互动概念的创造性途径提高对吸烟问题的认识，“你的建议是什么？”。这种创造性的策略旨在激励年轻人，因为他们的个人经历成为新运动的一个关键里程碑。他们被邀请在网上和帮助活动上贡献他们自己的反吸烟技巧，电视电影和在线病毒运动《助手》展示了如何解决吸烟问题的荒谬技巧, 然后引导观众获得帮助网站上的真正建议。 什么是媒体组合和权重，为什么？ 鉴于我们的目标是用同样的手段和信息接触 27 个会员国的目标受众，电视是这场运动的关键媒体。帮助在 134 电视频道上开展全国和泛欧电视活动。互联网是年轻人的高亲和力媒体，电视运动通过横幅、富媒体视频观看、病毒传播等方式得到了广泛的在线存在的补充。 给出一些媒体预算的大小。 所有 27 个成员国的电视和互联网竞选预算合计占帮助竞选总预算 (1600 万欧元) 的 60% 以上。 定义目标受众。 帮助运动的主要目标是年轻人 (15-34 岁)，他们特别努力接触所有 27 个欧盟成员国的社会弱势群体。他们的态度对欧洲吸烟的非标准化趋势至关重要。
泡沫
案例简介：The European Commission’s “Help, For a life without tobacco” campaign is aimed at tobacco prevention, cessation and informing about the dangers of passive smoking in the 27 European Union Member States. Conceived with a specific focus on young people, the participative multimedia campaign, involving the broadcast of television spots on national and pan-European channels, a website in 22 languages, online viral and advertising campaigns and public and press relations, is one of the largest public health awareness-raising initiatives ever organised in the world. Context The campaign aims to deliver a unique, consistent and powerful communication solution to effectively raise awareness about tobacco issues amongst young people across Europe and encourage a move towards tobacco denormalisation. The aim is to foster a real dialogue between the youth and the brand, through a participative and interactive strategy. Philosophy/Solution What was the message you wanted to convey? The campaign aims to raise awareness about smoking issues through a creative route based on an interactive concept, “What’s your tip?”. This creative strategy aims to inspire young people, as their personal experience becomes a key milestone of the new campaign. They are invited to contribute their own anti-smoking tips online and at Help events, and both the TV films and online viral campaign, the Helpers, show absurd tips on how to tackle smoking issues, then lead the audience to real advice available on the Help website. What were the media mix and weighting, and why? Given that our aim is to reach our target audience within the 27 Member States with the same means and message, television is a key media in the campaign. Help runs both national and Pan-European TV campaigns on 134 TV channels. Internet being a high-affinity media for young people, the TV campaign is complemented by an extensive online presence through banners, rich media video views, seeding of virals etc. Give some indication of the size of your media budget. The TV and Internet campaign budget combined for all 27 Member States represents over 60% of the total Help campaign budget (€16 M). Define the target audience. Young people (15-34 year-olds), with a particular effort made to reach out to the socially disadvantaged, across all 27 EU Member States, are the main target of the Help campaign. Their attitude is crucial in the denormalisation of smoking as a trend in Europe.
Bubble
案例简介：欧盟委员会的 “帮助没有烟草的生活” 运动旨在在 27 个欧盟成员国预防、戒烟和告知被动吸烟的危险。以年轻人为具体重点的参与性多媒体运动的构想是，在国家和泛欧频道播放电视广告，该频道是一个 22 种语言的网站, 在线病毒和广告活动以及公共和媒体关系，是世界上有史以来最大的提高公众健康意识的举措之一。 上下文 该运动旨在提供一个独特、一致和强大的沟通解决方案，有效提高欧洲年轻人对烟草问题的认识，并鼓励向烟草去核化迈进。目的是通过参与性和互动性的战略，促进青年和品牌之间的真正对话。 哲学/解决方案 你想传达的信息是什么？ 该活动旨在通过基于互动概念的创造性途径提高对吸烟问题的认识，“你的建议是什么？”。这种创造性的策略旨在激励年轻人，因为他们的个人经历成为新运动的一个关键里程碑。他们被邀请在网上和帮助活动上贡献他们自己的反吸烟技巧，电视电影和在线病毒运动《助手》展示了如何解决吸烟问题的荒谬技巧, 然后引导观众获得帮助网站上的真正建议。 什么是媒体组合和权重，为什么？ 鉴于我们的目标是用同样的手段和信息接触 27 个会员国的目标受众，电视是这场运动的关键媒体。帮助在 134 电视频道上开展全国和泛欧电视活动。互联网是年轻人的高亲和力媒体，电视运动通过横幅、富媒体视频观看、病毒传播等方式得到了广泛的在线存在的补充。 给出一些媒体预算的大小。 所有 27 个成员国的电视和互联网竞选预算合计占帮助竞选总预算 (1600 万欧元) 的 60% 以上。 定义目标受众。 帮助运动的主要目标是年轻人 (15-34 岁)，他们特别努力接触所有 27 个欧盟成员国的社会弱势群体。他们的态度对欧洲吸烟的非标准化趋势至关重要。
Bubble
案例简介：The European Commission’s “Help, For a life without tobacco” campaign is aimed at tobacco prevention, cessation and informing about the dangers of passive smoking in the 27 European Union Member States. Conceived with a specific focus on young people, the participative multimedia campaign, involving the broadcast of television spots on national and pan-European channels, a website in 22 languages, online viral and advertising campaigns and public and press relations, is one of the largest public health awareness-raising initiatives ever organised in the world. Context The campaign aims to deliver a unique, consistent and powerful communication solution to effectively raise awareness about tobacco issues amongst young people across Europe and encourage a move towards tobacco denormalisation. The aim is to foster a real dialogue between the youth and the brand, through a participative and interactive strategy. Philosophy/Solution What was the message you wanted to convey? The campaign aims to raise awareness about smoking issues through a creative route based on an interactive concept, “What’s your tip?”. This creative strategy aims to inspire young people, as their personal experience becomes a key milestone of the new campaign. They are invited to contribute their own anti-smoking tips online and at Help events, and both the TV films and online viral campaign, the Helpers, show absurd tips on how to tackle smoking issues, then lead the audience to real advice available on the Help website. What were the media mix and weighting, and why? Given that our aim is to reach our target audience within the 27 Member States with the same means and message, television is a key media in the campaign. Help runs both national and Pan-European TV campaigns on 134 TV channels. Internet being a high-affinity media for young people, the TV campaign is complemented by an extensive online presence through banners, rich media video views, seeding of virals etc. Give some indication of the size of your media budget. The TV and Internet campaign budget combined for all 27 Member States represents over 60% of the total Help campaign budget (€16 M). Define the target audience. Young people (15-34 year-olds), with a particular effort made to reach out to the socially disadvantaged, across all 27 EU Member States, are the main target of the Help campaign. Their attitude is crucial in the denormalisation of smoking as a trend in Europe.
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