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Promoting No Tobacco Day
The international community is celebrating ‘World No Tobacco Day' on 31 May 2007. To generate product awareness and add credence to the venture, Nicorette tasked TLC to promote its own initiative during the run-up in venues where smoking is heavily indulged – bars and restaurants.
Andrew Kramer, group MD of TLC, says asking people to stop smoking, even for a day, is not taken lightly by most smokers; however many will be more aware of their behaviours in the company or vicinity of non-smokers.
“Nicorette has chosen washroom advertising space in 200 highly frequented restaurants and bars countrywide to communicate its message ‘enjoy a breath of fresh air', promoting awareness of the global initiative,” he says.
Creative agency FCB Cape Town devised a mirror decal in two variants – one placed over existing ‘no smoking' signs and another to create ‘no smoking' decals where none exist. “Bright green decals over the traditionally red ‘no smoking' signs make a striking combination,” says Andrew. “Positioning these stickers directly onto mirrors ensures a double impact.”
According to Tracy McWilliams, Nicorette's senior brand manager, the campaign ties in well with the international theme of World No Tobacco Day this year, Smoke-free Environments. “The theme is very topical in South Africa at the moment, following the passing of legislation which further limits where smokers may smoke in public,” she says.
“We hope the campaign will make smokers more aware of the health risks their second-hand smoke creates for non-smokers, and consider quitting.”
The Nicorette communication includes a call to action, to visit www.nicorette.co.za as well a telephone number to call for those smokers in need of support to kick the habit.
