tuesday 12th july 2016 · land message that stoptober is back because it works and that it is here...
TRANSCRIPT
Tuesday 12th July 2016
PARTNER WEBINAR UPDATE
AGENDA
• Stoptober 2015 – key achievements
• Local authority activity from last year – new case studies out today
• Changes for this year’s campaign
• 2016 campaign ambition and asks
• How we will drive greater participation
• Partnerships overview
• Media strategy
• PR overview
• Resources – toolkit pre-orders open tomorrow afternoon
• Questions
16%
8% 80%
The percentage of
all smokers who
reported making a
Stoptober quit
attempt
The percentage of
all smokers went
on to report that
they made a
sustained quit
attempt
The percentage of
people aware of
the Stoptober
brand, indicating
awareness
remains high
Stoptober is back for it’s fifth year
2015 campaign achievements:
Thank you for your support in 2015
We saw fantastic local authority activity last year …
New case studies published from 2015 campaign
Changes for this year’s campaign
• Significant reduction in budget – much
less than 2015 campaign budget
(which was less than 2014).
• Integration with the One You brand –
working through the guidelines
currently.
• Move to focus on participation, as
opposed to registration to reflect
market changes. Opportunities for
partners to direct to their own services
and support offer.
2016 CAMPAIGN AMBITION AND ASKS
Our ambition
Use Stoptober to inspire and engage as many smokers as
possible to make a quit attempt (however they wish) from 1
October and maintain it for 28 days
INSIGHTS AND STRATEGIC DIRECTION
Driving sign ups
rather than
encouraging
general quitting is
not reflective of the
market
Future proof Stoptober
by re-adjusting the
campaign focus to
consumer needs
rather than PHE
needs.
INSIGHT Strategy
To futureproof Stoptober, we need to reframe the approach in
line with behaviour
ONE ACTION
MULTIPLE CHOICES
REGISTER AT STOPTOBER WEBSITE
GO TO STOPTOBER WEBPAGE TO SEE HOW YOU CAN JOIN IN
FROM
Campaign delivery
TO
DRIVING GREATER PARTICIPATION
WHAT DO WE MEAN BY PARTICIPATION?
• END POINT HERE IS THAT STOPTOBER WORKS, WE NEED TO USE THE LANGAUAGE OF SUCCESS
Clear Framework:
• Start 1 October
• 28 Days
• Community/Mass
participation
• Stoptober support tools
• LSSS
• NRT
• Medicine
• E-Cigs
• Pharmacist
• Other
The consistent
thread of
Stoptober
Inclusive of all
recommended
support for
2016
MOTIVATING PARTICIPATION
ANNOUNCE TRIGGER INTENT SUPPORT
Stimulate interest in
quitting by showing the
truths about smoking and
show how Stoptober can
help you quit.
Reinforce credibility of
Stoptober and create
intention to participate.
Land message that
Stoptober is back
because it works and
that it is here to help
thousands of smokers
quit this October.
Galvanize interest in
participating through
engagement with
content, quitting aids,
social media and real life
stories.
Encouraging people to
search Stoptober to join
in.
Maintain interest
through the Stoptober
community and engaging
content relevant to the
customer experience of
quitting
Ensure participants stay
quit for 28 days
ACTIVATE
Create sense of mass
participation through
PR, social media and
partnerships on 1st
October
Remind consumers and
participants that
Stoptober is beginning
and get ready to start
their quit
PARTNERSHIPS
STOPTOBER PARTNERS 2016
The biggest online and offline Stoptober
community ever
Driving participation and take up of support
Pharm
acy
Pharm
aceutical m
anufa
ctu
rers
Visibility and scale + Inspiration and innovation
Em
plo
yers
Weig
ht lo
ss g
roups
Local A
uth
orities
Health W
ork
forc
e
NG
O a
nd c
harity
Dentists
& O
pticia
ns
Local authorities and LSSS
Sustain and build on existing local enthusiasm, focus on co-
creation for printed, digital and social media resources
Scale and visibility
Scale and visibility
Pharmacies
A pharmacist led, mass call to arms.
Support on every high street, mobile and tablet.
Inspiration and innovation
Employers
A nationwide employee community of mutual support making the
smoke free working day achievable
Scale and visibility
Inspiration and innovation
MEDIA STRATEGY
INTEGRATED BLOCK PLAN
Announce
20 Sept
Trigger Intent
21 – 29 Sept Activate 30 Sept – 1
Oct
Support
1 – 28 Oct
PR launch
(National, LAs
& LSSS)
Ongoing consumer PR and features
(Consumer PR, PR with partners, LAs and LSSS)
Paid digital Organic social media
Support e-CRM
Stoptober is
back via
partners
Partnerships trigger
intent
Ongoing partnerships activity
Consumer
PR moment
(1 Oct)
Galvanize interest and participation via e-CRM
PHASING THE MEDIA APPROACH TO DRIVE
PARTICIPATION
ANNOUNCE TRIGGER INTENT ACTIVATE
VIDEO VIEWS OF PR CONTENT TO
BROAD FB AUDIENCE
ADD SCALE TO ‘PR’ ROUTE +
RETARGETING POOL
“STOPTOBER IS BACK, GET READY
TO GET INVOLVED”
ROLE
CTA
RETARGETING PEOPLE WHO HAVE VIEWED
FB VIDEOS + FB ‘SMOKING’ AUDIENCES +
2015 STOPTOBER VIEWS WITH IMAGE
POSTS
ACTIVITY
COST EFFECTIVELY GET PEOPLE TO
SEE THE RANGE OF SUPPORT
“COME AND LOOK: WE HAVE MORE
SUPPORT TOOLS THAN EVER!”
REMIND THAT STOPTOBER IS ABOUT TO
START
RETARGETING ALL ENGAGED
AUDIENCES (INC. SITE ARRIVERS)
“IT’S COMING, GET YOU AND YOUR
FRIENDS READY”
SEARCH
BRAND AND GENERIC
PR ENGAGEMENT
Announce return of Stoptober
Smoking related statistics (if available) to
state the case for the campaign being
relevant and restate the impact that
quitting has on health and society
Provide the reason to take part (again)
this year – almost 1 million people have
taken part over in Stoptober
New creative content to generate
engagement, interest and participation
National, local, trade and consumer
PR and social media
Encouraging smokers to get ready for
quitting from beginning of October
Driving awareness of Stoptober and
encouraging participation
Show consumers the benefits of quitting
with Stoptober – four years of case
studies and real people having quit
successfully – and new support available
PR activity with partners to show scale of
the campaign and build the sense that
thousands of people in the country are
all quitting together
National, regional, consumer, BME
and LGBT PR and social media
Launch day – 22 September Trigger - 23 Sept to 30 Sept Support – 1 to 28 Oct
Motivating quitters to complete
Stoptober
Content and consumer media stories
highlight the value to quitters of
Stoptober
Mirroring the emotional quitting journey
in PR and social with supportive stories
and content
Consumer PR (and community
management)
CROSS CHANNEL PR ENGAGEMENT
Pre-ordering for resources toolkits opens tomorrow
Toolkit resource pre-ordering opens this week
• You will receive an email this week with a short questionnaire to tell us about your planned activity and then you can pre-order a toolkit via the Campaign Resource Centre.
• You can track your order status in the new personal account area of the site – join our webinar at 2pm tomorrow for a step-by-step guide on how it works.
• Toolkits will not be dispatched until mid-August – we will send out an email when deliveries are starting to remind you.
Questions
APPENDIX
INTENSIFY THE CAMPAIGN PERIOD
The week before 1st October is paramount
for registrations
With reduced budgets, a
shorter and more intense
campaign burst will help
maximise participation when
smokers naturally engage
with Stoptober and prepare
to quit – during the final days of September
FEATURING E-CIGARETTES IN STOPTOBER
Quitting with e-cigarettes is outlined
via the eCRM programme (emails &
app)
E-cigarette/ Stoptober case studies
highlighted on website
Talent who have used
e-cigarettes to quit featured across
owned social and editorial
E-cigarettes form part of the PR
narrative in news and features
Discussions with e-cigarette brand
owners to tag their adverts for
retargeting back to the Stoptober
page
Eyes and teeth
Harness new professional support from dentists and opticians to help
land the many benefits of quitting
Scale and visibility
340 stores, 1,000 opticians
700 stores, 3,000 opticians
4,000 members 6,000 members
16,000 members 6,000 members
* All figures for UK
Weight loss groups and brands
Access existing behaviour change communities and provide
confidence and support that they can quit smoking too
Scale and visibility
6,000 weekly Weight Watchers meetings in UK
1 million social reach
2 million users
every year** 1.2 million
members*
* Figure from 2013, UK wide ** UK wide