Multicultural Marketing and Ethnic Advertising Forum

Subscribe
to newsletter

Follow us

    Case Studies

    Department of Health

    Smoking Cessation Campaign

    BACKGROUND:

    Tobacco consumption is very high amongst the South Asian communities, and there is also a very high risk of heart disease amongst the male smokers in the community. Within the Bangladeshi community, women are addicted to chewing tobacco and are highly susceptible to mouth and throat cancer. The language barriers necessitated the setting up of language help lines in Punjabi, Urdu, Gujarati, Bangladeshi and Hindi.

    BRIEF:

    Raise awareness and educate the community about the dangers of smoking and chewing tobacco and drive calls to the language helplines.

    COMMUNICATION STRATEGY:

    The campaign used strong emotional triggers and exposed the stark reality of the harmful effects of tobacco consumption to make an impact and provoke a reaction from the target audience.

    The campaign was tactically adapted for the Ramadan and Diwali festivals, as the target community is more receptive during this time to the messages of sacrifice and giving up.

    MEDIA:

    South Asian TV stations

    South Asian Radio

    South Asian Press

    Outreach – literature, leaflets, banners, exhibition stands at community events

    Sponsorships

    COMMUNICATION STRATERGY:

    Language Press and TV were the driver media used with radio as support.

    Spot placement was strategically planned based on peak time viewership, weekends and afternoon

    programming to target the Bangladeshi women in particular (amongst whom there is high incidence

    of chewing tobacco)

    The campaign generated high PR, with the South asian press carrying regular press releases on the

    progress and results of the campaign. Specially tailored Phone in programmes on radio stations and on Bangla TV were devised to encourage target audience interaction with doctors invited on the shows, and provide a forum for debate.

    Outreach activity was carried out at various community events across the country

    RESULTS:           

    The campaign achieved a high rate of success over two years, with calls during the Ramadan period

    averaging 1000 a week .

    PUBLISH ARTICLE IN THINK ETHNIC

    Think Ethnic is looking for contribution that could be published in our portal. We are here to help marketing professionals, diverse writers and journalists get their voices heard in the broadcast and print media. If you would like to have your article published send a bio and a photo from submit page including your first article submission and if the article is something we’d wish to publish you will be added to the Writers page.