HELP: For a life without tobacco PR activities 2008
Latvia, Lithuania, Estonia
01.04.2009.
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Introduction to HELP
Kaspars Līcītis
PR Studio
The problem
More than 650,000 avoidable deaths every year in the EU caused by smoking or passive smoking
100,604,000 smokers in the EU (27%), incl.571,000 smokers in Latvia (32,7%)
701,000 smokers in Lithuania (27,3%)343, 000 smokers in Estonia (33,3%)
An initiative of the European Commission
The campaign objective
Adress one of the main causes of
avoidable deaths in the EU
An initiative of the European Commission
That is to say :Make sure that
SMOKE- FREE becomes the NEW standard in the 27
Member States.
SubjectsTarget audiences
_Three issues:●Prevention●Cessation●Passive smoking
_Specific targets:●Young people between 15 and 24●Young adults between 25 and 35
ENTITÉ
PR Events
WEBTV advertising
HELP – integrated Pan-European campaign
Implementation of HELP campaign
_A consortium of agencies Ligaris (Paris), Ligaris Europe (Brussels) and Carat Global Management_A network of local PR agencies was in charge of organizing
events and PR activities in every member state:● In Latvia - PR Studio● In Lithuania - Komunikacija ir konsultantai● In Estonia – Corpore
_HELP progress:●First step: 2005-2008●Second step: 2009-2010
Political context and partnerships
_The necessary inclusion of key tobacco control stakeholders● The European Network for Smoking, constituted of 600 anti-smoking NGOs in
Europe● The European Network of Quitlines● Health Ministries of EU Members States
_Also European Youth Forum is involved in HELP activities
An Advisory Board to the HELP campaign, constituted of tobacco control experts, gives guidelines and advice regarding the strategic choices made in the campaign.
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Public relations and events
Campaign HELP: For a life without tobacco
HELP COmets tool
_CO tests – COmets was developed as a specific way to engage audiences in the 27 Member States.●Easy to measure in expiratory air.●Excellent tool to present tobacco
smoke as a dirty non friendly product
_The COmets results are used as the basis for a European study led by Professor Bertrand Dautzenberg.
What is CO?
_Carbon monoxide (CO) is a poisonous gas and one of the most dangerous constituents of cigarette smoke.
_ It is present in the air breathed in by smokers.
_Non-smokers can also inhale CO in confined atmospheres where there are smokers.
_.
Different COmets programs
_HELP@Work
_HELP Summer tour
_HELP Winter tour
_World No Tobacco Day (May, 31)
_Sports events etc
About 340,000 CO tests have been carried out across the European Union in 2006-2008
Shortly about the COmets program results
_From the survey made by professor Bertrand Dautzenberg: “Over the two years of CO testing of European citizens, the second analysis of the HELP COmets survey shows a decrease in lung pollution by carbon monoxide in non-smokers._This is certainly due to:
● The progress in tobacco control in Europe● National and European initiatives● Anti-tobacco campaigns and HELP in all European
Member states
Media relations
_Daily routine work to build HELP publicity and promote campaign’s activities●Press releases
●Press conferences
●Media interviews
Over 6.800 press cuttings collected
Also...
_ ENSP (European Network for Smoking Prevention) activities:● 38 national projects by local ENSP organisations
_ HELP@SCHOOL: 5,400 educational kits distributed among teachers, including:● Latvia - 222
● Lithuania - 211
● Estonia - 213
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PR activities in Latvia
Kaspars Līcītis
PR Studio
COmets events 2008
_A total of 5,460 people tested in 2008:●35 days of CO-tests●8 major events, including 7 company events
■ Examples: Riga City Festival, Museum Night, Swedbank, BITE, Rīgas Satiksme, Jomas Street Festival, HELP winter tour, HELP&Schools, Latvian Parliament
A total of over 10,000 people tested in 2006-2008.
Best COmets events 2008
_Most successful events:●6 schools – 1,800 CO tests
● Jomas Street Festival – 792 CO tests
●Rīgas Satiksme –540 CO tests
●Musseum Night – 541 CO tests
HELP in Latvian Parliament
HELP in Latvian Schools
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PR activities in Estonia 2008
Allar Tankler
Corpore (EE)
COmets events 2008
_A total of 4,200 people tested in 2008:●18 days of CO-tests●15 major events
■ Examples: SEB Tartu Complex Event, Tallinn Student Days, Tallinn Old Town Days, Beach Youth Centre at Tallinn Stroomi Beach etc.
A total of over 12,000 people tested in 2006-2008.
Best COmets events 2008
_Most successful events:●Elcoteq company event
742 people tested
●Tallinn Student Spring Days 676 people tested
●SEB Tartu Bicycle Rally 643 people tested
Press event
_Provided an overview of HELP activities and campaign COmets survey results● Time: October 23, 2008● Location: Ministry of Social Affairs press room
_Speakers:● Emile Clemens, HELP coordinator, Ligaris Europe● Kristel Ojala, tobacco expert, National Institute for Health Development● Toivo Klaar, head of the European Commission Estonian Representation
_Media attendance:● 11 channels presented and published news items, plus interviews given to additional
media
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PR activities in Lithuania
Migle Mackeviciute
Komunikacija ir konsultantai (LT)
Events in year 2008
_ A total of 4,600 people tested in 2008 ● 24 days of CO-tests
● 12 major events, including 6 company events
■ Examples: Ministry of Health, Kauno energija, Vilnius Municipality, Winter tour in Ignalina Skiing center etc.
_A total of over 10,000 people tested in 2006-2008
Best events in year 2008
_Most successful events 2008:● Summer tour – 2,016 people tested
● Be2gether international music festival – 800 people tested
_Summer tour 2008 - CO events in the most popular resorts of Lithuania for 10 days in a row.● Time: July 1-10, Palanga and Nida
●Media:
■ Balticum TV reportage on evening news
■ 5 journalists visited the tent
■ 15 publications in printed media, 20 publications in the internet, 2 radio stations
HELP Summer tour 2008
Publicity of HELP Summer tour
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THANK YOU! HELP: For a life without tobacco Baltic Team:●Kaspars Licitis
●Allar Tankler
●Migle Mackeviciute
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