The Brief
To communicate the dangers of smoking during pregnancy to pregnant women and their partners in the North West (predominantly Routine and Manual workers, including Younger smokers). It was vital to engage all audiences, from pregnant women, partners and families to Healthcare Professionals and the NHS community.
Our Approach
We created a regional medium-weight TV advertising campaign, supported by PR, press and online, launched in tandem with NHS national activity. After establishing insights for each of the audiences, we developed TV storyboards which were heavily researched to ensure that we were getting the messages absolutely right. Tone of voice was everything. After taking into account the feedback from the research, we went into production, finishing up with 4 x 40” TV commercials that ran on primetime terrestrial slots for a month in early 2009.
Results
Anecdotal evidence suggests that the campaign was extremely successful (an 80% uplift in calls to the helpline during the fourth quarter of 2008/9) and midwife feedback suggests a high recognition and discussion caused by the TV campaign. We have also heard from local GPs that they have never had so many mothers-to-be through the doors, trying to quit and citing the ad as a deciding factor.
Client Testimonial
“Access worked incredibly hard, overcoming tight deadlines and regulatory obstacles to produce a memorable campaign that achieved its main objective: getting more people to think about giving up smoking”.
