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The Brief

Despite the impression that smoking is a dying activity (pun intended),

government figures show that an increasing number of young people are

taking up the habit. In 1992, one in four 15-year-olds smoked. Now the

figure is closer to one in three. It is estimated that 11- to

15-year-olds spend around pounds 100m a year on cigarettes and 70% of

those 15-year-olds who do smoke report no difficulty buying

cigarettes.

Two years ago the government introduced the Respect initiative to change

teenage attitudes toward smoking. It briefed promotional marketing

agency Brewer Blackler to handle an integrated campaign. The first stage

was direct response advertising in teenage press such as Smash Hits and

Sugar.

In May, it briefed the agency to take the message out on the road.

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Brewer Blacker has co-ordinated the Respect roadshow; a national tour

with the emphasis on the interactive.

Kicking off at the Capital Extravaganza, activities include a rotating

climbing wall to test stamina and a Grease Lightning wall which measures

response times.

As well as organising the roadshow, the agency created and distributed

Respect credit cards that give teenagers advice and tips for dealing

with peer pressure when offered cigarettes.

Simultaneously Brewer Blackler created the Respect Retail campaign to

encourage retailers to make use of communication packs with the message:

’We don’t sell cigarettes to under-16s, so don’t ask’.

The Result

Over its first two years, the ad campaign reached over 270,000

teenagers.

At the end of 1996, awareness of the initiative was 10% among 11- to

15-year-olds. The target for December 1998 is to raise awareness of the

campaign to one third of the relevant age group.

Client: Department of Health; Mark Ferrero, policy advisor

±±¾©Èü³µpk10: Respect anti-smoking initiative

Agency: Brewer Blackler

Timescale: (Phase 3) Throughout 1998

Budget: pounds 1m over three years