Taking smokers by surprise

19th December 2005

The challenge at the heart of this brief
A great ambition A harsh reality

Create a step-change Among an increasingly

in smoking prevalence hardened audience
The audience insight which has driven all
our thinking
Nagged by family

Derided by Smokers feel like a Persecuted

the media community under by legislation
siege

Harangued by Discriminated
communications against in society
The strategic approach which has driven all
our thinking

Sieges are not won by repeating But by using the

the same old tactics element of surprise
Taking smokers by surprise

1. A surprising take 2. A surprising take

“Get on motivation
on product and pack
them to
open the
gates”

3. A surprising take 4. A surprising take

on support on SHS
Taking smokers by surprise

1. A surprising take 2. A surprising take

“Get on motivation
on product and pack
them to
open the
gates”

3. A surprising take 4. A surprising take

on support on SHS
Our journey on this brief

A marginal strand with little true

interest for our core audience

A crucial element that strikes at the heart

of our strategic challenge
 What does a “siege mentality” really mean?

• An often obsessive feeling of persecution by an outside enemy

• An irrational defiance towards this enemy, at all costs

• A mistrust and rejection of information from the “outside world”

• An increased sense of camaraderie and commitment to the cause

An entrenchment of highly polarised

attitudes and behaviours

Source: Professor Bar-Tal, University of Tel Aviv

 How besieged smokers can see the world

“Us” “The enemy”

(AKA The Health Lobby)
Embattled Aggressive
Exercising choice Restricting choice
Enjoying a pleasure Crushing a pleasure
Harming nobody (but themselves) Picking on a minority
Reasonable adults Unreasonable bullies

Defending a Attacking a
freedom freedom
We need to reverse this perception – but
how?
By undermining the By highlighting a
tobacco industry’s specific issue
marketing wiles (e.g. mild)?
(e.g. packaging)?

By emphasising the
dangerous chemicals
found within a cigarette
(e.g. arsenic)?

No: all these arguments are either too small, too rational
or too unsurprising to break through the siege mentality
What we need to do
• Communicate a much bigger, more shocking, truth

• The fact that not only are cigarettes “the ultimate killer”
(this surprises nobody)…..

• But that they are the ultimate instrument of addiction…..

• And that their addictive properties have been cynically enhanced to

keep smokers under control

Thus expose the malevolent forces which are truly restricting

smokers’ freedom, and change smokers’ view of the enemy
Our connection strategy

DM to National
intermediaries TV

Change
the agenda

Viral Outdoor

PR
 Change the agenda: evolving the TV strategy

9% increase in prompted TV
ad awareness

Source: Oxygen ‘Responsedge Recall’ TV modelling tool, DoH tobacco information

campaign TVRs, TV ad recall
Creative work
Taking smokers by surprise

1. A surprising take 2. A surprising take

“Get on motivation
on product and pack
them to
open the
gates”

3. A surprising take 4. A surprising take

on support on SHS
We must not take a one-size-fits-all
approach
In any besieged community, there are always
– a mixture of motivations and concerns
– the committed and the less committed
– easier and harder targets to pick off

Our approach should reflect this, rather

than treating all smokers as the same

(Divide and conquer!)

A targeting tool based on motivations rather
than demographics
 Seven typologies….
Aspirer

STATUS
Succeeder .

CONTROL
Explorer

Reformer INDIVIDUALITY

SELF EXPRESSION
’
Striver

ESCAPE
Mainstreamer
SECURITY Resigned

MAINTENANCE

Source:

4Cs is appended to TGI, sample 24,000 UK adults

 Smokers feature in all typologies

however, they have very different attitudes

towards ‘health’ …
Three audience ‘groups’
C2DE Family and Younger C2DE audiences
Strivers (25-44 C2DE)
Retired audiences (25+) (16-34)

Succeeder
CONTROL
Light smokers
Aspirer
Reformer STATUS
SELF EXPRESSION
Heavy smokers Striver
Light smokers ESCAPE

Mainstreamer Explorer Heavy smokers

SECURITY
INDIVIDUALITY
Medium smokers
Light smokers
Resigned
MAINTENANCE

Heavy smokers

DISENGAGED WITH HEALTH

‘INNER’ HEALTH ‘OUTER’ HEALTH
DEBATE
Some are harder to persuade than others
C2DE Family and Younger C2DE audiences
Strivers (25-44 C2DE)
Retired audiences (25+) (16-34)

Succeeder
CONTROL
Light smokers
Aspirer
Reformer STATUS
SELF EXPRESSION
Heavy smokers Striver
Light smokers ESCAPE

Mainstreamer Explorer Heavy smokers

SECURITY
INDIVIDUALITY
Medium smokers
Light smokers
Resigned
MAINTENANCE

Heavy smokers

Easier to persuade Harder to persuade

More likely to want to give up Least likely to want to give up
… and a clear picture on smoking prevalence
C2DE Family and Younger C2DE audiences
Strivers (25-44 C2DE)
Retired audiences (25+) (16-34)

Succeeder
CONTROL
Light smokers
Aspirer
Reformer STATUS
SELF EXPRESSION
Heavy smokers Striver
Light smokers ESCAPE

Mainstreamer Explorer Heavy smokers

SECURITY INDIVIDUALITY
Medium smokers Light smokers

Resigned
MAINTENANCE

Heavy smokers

71% of UK population 20% of UK population 9% of UK population

55% of C2DE smokers 27% of C2DE smokers 18% of C2DE smokers
Your own data highlights the real challenge
with Strivers
Least progressed down the
Prochaska model

Highest propensity to be in
‘Pre- contemplation’ phase
(Prochaska modelled on 4Cs / TGI via BMRB data)
Three distinct strategies
C2DE Family and Younger C2DE audiences
Strivers (C2DE 25-44)
Retired audiences (25+) (16-34)

DISENGAGED WITH HEALTH

‘INNER’ HEALTH ‘OUTER’ HEALTH
DEBATE

71% of UK population 20% of UK population 9% of UK population

55% of C2DE smokers 27% of C2DE smokers 18% of C2DE smokers

40% of Motivation budget 35% of Motivation budget 25% of Motivation budget

Get unhooked works particularly well for
this audience

Moves the debate beyond health issues

Strivers: connection strategy

Partnership
with The Sun

Campaign
for
freedom
Strivers: connection strategy
Outdoor in
“pleasure” Partnership
environments with The Sun
(e.g. snooker halls)

Campaign
for
freedom

Advertising in main news,

sport, racing pages of tabloids
Two other groups are motivated by ‘outer’
health
Aspirer Explorer
STATUS INDIVIDUALITY

More likely to be motivated by appearance

and “performance” issues
Our creative idea for this audience
‘Outer’ health: connection strategy
6 sheets in the
Radio on
high street
Friday nights
Niche DM strategy:
and weekends
urban singles

Exploit social Ambient in pubs,

PR networks bars, gyms and
salons

Digital Targeted
communities magazines
Four groups motivated by ‘inner’ health
Mainstreamer Resigned

Succeeder Reformer

Nagging concerns about what smoking is

doing to them and their families
‘Inner’ health: connection strategy
DM to
PR strategy intermediaries
Joint viewing
around ‘inner TV strategy
health’

Enrol
the family

Family ‘Shared reading’

websites newspaper
environments
We need to overcome their
defences
• Smoking damage is already happening to you
• Smoking affects every part of the human body
(not just the heart and lungs)
• Incontrovertible facts/real scenarios rather than complex analogies

Find a new way to dramatise the invisible

effects of smoking
Creative work
Taking smokers by surprise

1. A surprising take 2. A surprising take

“Get on motivation
on product and pack
them to
open the
gates”

3. A surprising take 4. A surprising take

on support on SHS
The NHS SSS are a great “product”
• Up to 4 times more effective than the “market leader” (cold turkey)

• Available in a range of formats, tailored to your needs

• Benefiting from a fabulous distribution network (plus online and CRM)

• Free

• And they can save your life!

Most private sector products would kill for

these advantages!
We need to “sell” NRT harder
• Surprising smokers with the key benefit
- the fact that it’s twice as effective as cold turkey

• Reassuring them on the concerns

- the fact that they’re safe

• Using more accessible language

- avoiding the negative connotations of “Therapy”

• Generally giving it more stature and scale

- establishing it as a popular solution that’s working for lots of people

A classic repositioning exercise

But it’s also about leveraging the local
network
• The most successful route to quitting

• A gateway to a great range of services

• Choice tailored to what you want and need

• Non-judgemental, expert advice

Too important to be sidelined in our campaign

Our connection strategy
TV
DM to intermediaries “air cover”
Regional
and door drop to high
press
prevalence areas

Field Help is just round Regional

marketing the corner radio

Local Local outdoor

PR “spectaculars”
Creative work
Targeting Individuals

Support Niche Audience

• Reaching known smokers

• The niche audiences identified
can all be reached via direct mail
• Direct Mail using lifestyle lists from lifestyle or subscription lists
• Data Locator, IPT & Lifestyle focus
offer ‘smoker/smoker in household • Youth Urban (singles and gay)
lists • Nearing retirement
• Average of approx £150 / ’000
• Roll out potential of 2 million
TEST • Pregnancy/Young mum
• Non-smokers
• Door Drop • Muslim
• Smokers are concentrated into key • Major birthday
geo-demographic types
• Target key areas of concentration
• Tailor to LSSS
Door Drops
• Identify smokers within TGI
• Generate Mosaic profiles
• ‘Blue Collar Enterprise’ has
highest smoking rate
• Identifying post sectors of ‘Blue
Collar Enterprise’ concentrations
• These represent best door drop
targets

Blue Collar
Enterprise
Door Drops Blue Collar Enterprise

Blue Collar Blue Collar

Enterprise Enterprise
Concentration LSS 30 minute
140 plus
drive time

LSSS
Locations

• Tailor to LSSS
• Newcastle example targets only those sectors within 30 minute drive time
• Only sectors with index of 140 + Blue collar Enterprise selected
• Total Households = 255,000
• Test 3 of these areas across UK
• Roll out potential 3.5 million
And the step beyond local to personal
DM has a role as a personal media, delivering information but more
importantly solutions on two levels

COLD
People are assumed to be in Pre-contemplative/Contemplative
stage until they raise their hand and ask for help *
Targeted messages keep issue alive and make support accessible

WARM
Once people respond to DM or NHS they are assumed to be in
Preparation/Action stage and we can talk directly to them
and their individual needs

* “Targeting smokers by readiness to quit…was not successful. 20% of smokers are actively
considering quitting at any one time, yet smokers themselves are not sure day-to-day, if
they are in that category.” WHO and CDC
 The quitting journey
PRE/CONTEMPLATION
C Targeted Quitting & Support messages to core & niche audiences based on:
O
R Ethnic Life Life Social
E Group Stage Events Situation

PREPARATION
NHS
Helpline Responders
Enquiries • Build awareness and understanding of • Select best personal approach
SSS

NHS ACTION
Services Responders who have taken action
Commitment • Understand choices made • Offer information, support & advice

TRACK BEHAVIOUR & SUCCESS

SUCCESS LAPSED
Understand reasons for lapsing
Provide ongoing support
& encourage to try again
Taking smokers by surprise

1. A surprising take 2. A surprising take

“Get on motivation
on product and pack
them to
open the
gates”

3. A surprising take 4. A surprising take

on support on SHS
SHS is where the siege mentality is
strongest

This is where smokers This is also where

feel the sense of smokers feel the sense of
persecution most tangibly injustice most keenly

“It wasn’t until passive “They used to call us stupid

smoking came along that for hurting ourselves. Now
things really got tough” they say we’re evil, for
trying to kill other people”
Thus, smokers throw up 2 key defences

“It’s not as “I behave very well

dangerous as it’s anyway, thank you
made out to be” very much”

Both of which need to be directly addressed, through

a careful evolution of the messaging
 How we might evolve SHS

“SHS really “Even for “Even when “Even hours “Even if you
is a killer” adults” you can’t later” take steps to
see it” reduce it”

Educate smokers so that they realise their well-meaning

actions are not as effective as they think they are
Our connection strategy
TV

DM to intermediaries Radio

Reveal the
Press
unknown truth

PR Outdoor
scrollers
Digital
Creative work
 In summary: our
strategic platform
This is an audience under siege
To win a siege you need the element of
surprise
We can take smokers by surprise

1. By revealing their 2. By bringing

real enemy them motivating
“Get news and
them to undermining their
open the love of smoking
gates”
3. By dramatising 4. By challenging
the benefits of NRT their good
and taking a more intentions about
empathetic SHS
approach
We can take smokers by surprise

1. “Get unhooked” 2. “Smoking

damages every
part of you”
“Get
them to “Fall out of love
open the with cigarettes”
gates”
3. “Stopping starts here” 4. “Secondhand
smoke is a first rate
killer”
How we would evolve the communications
planning
1. Continuous learning, testing and tracking
– attitudinal
– econometrics

2. Rebalancing of budgets between strands

– Product and Pack reduces
– Support increases

3. Rebalancing of funds between audiences

– within Motivation, increasing share of budget for Strivers

4. New ways to evolve connection strategy

– e.g. Hollyoaks broadcast sponsorship (April 2007)
How we would evolve the messaging
Product & Pack Other takes on addiction

Motivation Directly “enrol the family”

Support A more local, communal

strand

SHS Talk to non-smokers more

directly

But we would also explore new strands and ways of

communicating
The opportunity for a new strand

• There is some evidence that Smoking is actually declining a little in

terms of its perceived importance

• This is a natural consequence of the rise of Obesity and Binge

Drinking as causes of our times

• However, the truth is that Smoking is still the nation’s biggest killer,
taking c300 lives every day

Could we dramatise the sheer scale of the issue, to show

that smoking is far from “yesterday’s killer”?
Thank you
 Appendices

1. Communications laydown
2. Oxygen CVs
1. Communications laydown
2. Oxygen CVs
Helen Calcraft
Managing Director, Miles Calcraft Briginshaw Duffy
Helen joined AMV.BBDO in 1989 as Account Executive, after gaining a
degree in Drama and Theatre Studies at London University. She was
appointed to the Board aged 28 and went on to become New Business
Director. Helen obtained an MBA with distinction from London Business
School in 1999. She opted to help start an agency as a respite!

4Cs typology
Explorer

Smoking history
Didn’t have her first cigarette until 24. But now an occasional smoker (one
of those people who smoke one or two cigarettes a week – always other
people’s).

Smoking family tree

Neither grandparents on her father’s side smoked. However both on her
mother’s side did. Her grandfather died of lung cancer aged 51 and her
grandmother of a stroke. Helen used to hide or ruin her mother’s cigarettes
when she used to smoke. Her brother smoked 20-a-day for 4 years, and
since giving up has become a vehement anti-smoker.
Paul Briginshaw
Creative Director, Miles Calcraft Briginshaw Duffy
Paul left the Royal College of Art with an MA in Graphic Design and was
hired to design record sleeves at EMI. He teamed up with Malcolm Duffy at
DMB&B. Paul started winning awards at Colman RSCG for Morphy
Richards and Citroen, was then hired by CDP as Head of Art before being
hired by David Abbott in 1992, collecting more awards for The Economist,
Apple Computers, Guinness, Gossard and WHSmith. In June 1999 he
started Miles Calcraft Briginshaw Duffy with Jeremy, Helen and Malcolm.

4Cs typology
Succeeder

Smoking history
Paul smoked 15-a-day for 20 years but gave up ten years ago, cold turkey
second attempt.

Smoking family tree

Father smoked until he was 70 (and lived to 91) and mother smoked until
she was 50 (she is now a spritely 87). His half brother smokes 20-a-day and
is in poor health, as is his uncle, who also smokes 20-a-day.
Malcolm Duffy

Creative Director, Miles Calcraft Briginshaw Duffy

Malcolm weighed in at seven pounds ten ounces. Having graduated in Law
from Warwick University, he worked through an alphabet of agencies
including DMB&B, Colman RSCG, CDP and AMV.BBDO. Having won an
array of awards with Paul, he now weighs in at thirteen stone.

4Cs typology
Explorer

Smoking history
Malcolm used to be a binge smoker, but hasn’t touched a cigarette for ten
years.

Smoking family tree

Brother used to smoke but stopped a long time ago. Father still smokes
cigarettes and a pipe.
Andy Nairn

Planning Director, Miles Calcraft Briginshaw Duffy

Andy graduated from Edinburgh University with a first class honours in Law
and followed it up with an MSc in Marketing from Strathclyde University. He
spent 4 years at AMV.BBDO before moving to Rainey Kelly Campbell
Roalfe where he became Planning Partner. In 2000 Andy jumped over the
pond to become Planning Director at Goodby Silverstein and Partners in
San Francisco before returning to the UK in 2002 to become Planning
Director at MCBD.

4Cs typology
Explorer

Smoking history
Never smoked

Smoking family tree

Father smoked 60-a-day until being forced to quit by his non-smoking
mother. Both brothers smoke.
Michael Pring

New Business Director, Miles Calcraft Briginshaw Duffy

Michael left Sussex University with a degree in Contemporary History. He
joined DMB&B in 1995 and worked his way through the ranks from Account
Executive to Associate Director on accounts including COI (DETR, DfES),
Mars, Allied Domecq, Hovis, Tetley and Umbro. He joined MCBD in 2001
and was named a “Face to Watch” by Campaign magazine in 2002. He was
promoted to the Board that year and to New Business Director in 2003.

4Cs typology
Succeeder

Smoking history
Never smoked

Smoking family tree

Neither sets of grandparents smoked, both parents non-smokers. One
sister who smokes 20-a-day and one who doesn’t.
Paul Kitcatt
Creative Partner, Kitcatt Nohr Alexander Shaw
Paul joined Brann's creative department in 1989 as a trainee copywriter,
and went on to become Executive Creative Director in 1992. Five years
later, he became the founding Managing Director of Brann's first London
office. He finally left in 1999, after ten years in which he and his fellow
directors had made Brann the world's biggest direct marketing company.
He then spent a year as Executive Creative Director of 141. Afterwards he
felt the urge to start an agency of his own with a few good partners. Four
years on, the agency they started is still flourishing.

4Cs typology
Reformer

Smoking history
Smoked as a teenager and through university. Quit in 1980. Started again in
1983. Quit 1985. Started 1992. Quit 1995. Started 1997. Quit 2003. Not
starting again. Ever.

Smoking family tree

One father smoked cigars. Mother smoked cigarettes until 1960. One
brother smoked heavily until 2001. Two sisters smoked as students.
Vonnie Alexander
Client Partner, Kitcatt Nohr Alexander Shaw
Vonnie trained as a marketer at Europe's largest direct marketing agency
WWAV, before moving client-side to Yves Rocher as Marketing Manager.
She returned agency side at Carlson and then at Bates-owned 141 where
she ran the agency's largest integrated account, Halifax. She now oversees
all client business at Kitcatt Nohr Alexander Shaw, but has recently been
seen moonlighting at Oxygen!

4Cs typology
Succeeder

Smoking history
Smoked from teens to early thirties. Tried several times to stop, and is now
a fully reformed smoker.

Smoking family tree

Mother never smoked. Father smoked heavily for years and then stopped
overnight. Brother and sister smoked for years and have now stopped.
Sister has just trained to become a LSSS advisor.
Stuart Sullivan-Martin
Group Strategy Director, Mediaedge:cia
Stuart’s career started at John Ayling and Associates in 1994 where he cut
his teeth on accounts such as LG Electronics, Dairy Crest and Allied
Dunbar. In 1998, he moved to Young and Rubicam as a senior media
strategist, subsequently becoming part of the team who re-launched Y&R
media as The Media Edge in 1999. In his current role as Group Strategy
Director, he is responsible for overall strategic planning for a broad portfolio
of clients including Home Office, DTI, Defra, HM Revenue & Customs,
Ministry of Defence, Transport for London and Nationwide.

4Cs typology
Succeeder

Smoking history
Never smoked

Smoking family tree

Parents and grandparents have always been non-smokers. Wife used to
smoke at university before Stuart persuaded her to stop. Brother occasional
smoker.
Peter Kemp

Peter Kemp, Account Director

Peter joined Netpoll in 1999 as a Research Executive working on the
launches of a variety of new digital offerings. In 2001 he joined Initiative
Media working on the Pot Noodle relaunch and Marmite. Peter has spent
the last two and half years at MEC as a Strategist working predominately on
COI, Nationwide Building Society, Napster and Remy Cointreau.

4Cs typology
Reformer

Smoking history
Smoked from 19 to 25

Smoking family tree

Father smoked from 14 to 53, mother is an asthmatic and a non-smoker.
One grandfather smoked a pipe, the other still smokes about 3 roll ups a
day. Both grandmothers have never smoked. Sister smoked from 14 to 19
when drinking. Aunt smokes 15 a day and has done for 24 years.