Brand Campaign Plan Introduction:

Everything is not fine. You violate our bodies. You give us pain. Youre no better than a rapist. Until you come to your senses, you are the enemy. ----Duane Allan Hahn
After going through this famous quote of Duane Allan Hahn, it is crystal clear that how smoking can create trouble. As we all know that, smoking is very injurious to health. Smoking causes serious diseases like Lung cancer, Heart attack, Stroke etc. But things would have been different if the issue remained confined only to the smoker. So, the main problem is those who smoke, doesn't suffer alone, the whole mankind and the environment suffers due to smoking. If the father in a family smokes cigarette, then the chances are very high that their children will also smoke. So, chances are that this history will continue forever. Non smokers suffer many diseases as a result of inhaling smoke of the smoker. So, if any member of a family smokes, then there are high chances that the children and the other members will also suffer health problems as a consequence of the smoking. Smoking is also a main reason of global warming and green house effect. So, we can see that the social cost of smoking is very high. So, it is a high time to make people aware of the disadvantages of smoking and its effect on family and environment. Keeping this in mind, Reckitt Beckiser will organize a campaign which will be on Anti-Smoking. The main purpose of this campaign would to make people aware of the social cost of smoking and thus to reduce the number of smokers. Here the detail about the brand campaign plan is given.

Campaign Objective
To enhance adolescents awareness of the negative effects of tobacco consumption. To present the governments tobacco policy. To create a brand awareness for Stop burning lives, Choose life over cigarette. To create an image transfer: non-smoking is cool and modern, smoking is old-fashioned. To reduce the number of smoker by at least 20%. Brand Campaign Plan Page 1

We will have two different campaigns, one for the youngsters and another for the adults. The reason behind this is that youngsters do not know the harmful effects about smoking. Smoking is something mysterious and cool to them. So, our focus will be to create awareness among them. And for adults our campaign will focus on how to quit smoking. For Youngsters The Main focus of our anti smoking campaign will be to create awareness among the younger generation of our country about the negative effect of smoking. In our country most of the people starts smoking from a very young age of 15 or 16. For this we have to start from the root level. We will organize seminars on anti smoking in different schools, colleges & universities. In those seminars we will have specialists doctors who will answer students questions about the negative effects of smoking. In each seminar, we will have at least one public figure who will talk to the students because young people are easily influenced by popular public figures like Mohammad Jafar Ikbal, Shakib Al Hasan etc. We will have a graphical presentation on spots portraying people with stomas, limb amputations and other gruesome effects of smoking-related illnesses in the hope that it will persuade more people to quit smoking. For Adults Most of the adults who smoke cigarette know the harmful effects. Most of them also try to quit smoking. But they cannot stop smoking permanently. Our focus will be to help them quit smoking. For this we will organize seminars on different cities on how to quit smoking. In addition to that we will show different ways to quit smoking through TVCs. We will organize concert, where will bring inspirational people who don't smoke or left smoking to motivate the adults.

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Real Scenario:
It is well established that smoking is the l eadi n g cause of many preventable morbidity and mortali ty, providing a worldwide challenge to public health. As smoking is kind of addictive, it is very hard to quit smoking although it gradually damages human health. There have been many studies done on anti smoking. We have chosen many articles to review because we believe that put together, they give a good background on the recent research done on this subject. Smoking causes lots of diseases but most importantly it damages lung gradually and causes lung cancer. According to Butt, 90% of people who develop lung cancer are current or former smokers. Risk for lung cancer increases with number of cigarette smoked (1 pack per day smoker is at higher risk than half packs per day smoker) longer one has smoked more is the risk for lung cancer ( a person who has smoked for 20 years is at a higher risk than one who smoked for 10years). In a survey which was done in USA found out that, lung cancer causes more deaths than breast cancer, prostate cancer and colon cancer together. Besides lung cancer, tobacco smoking is a leading cause of heart attack. Smokers have twice risk of fatal heart disease. Tobacco smoke has chemicals which cause hardening of the blood vessel with plaque formation (atherosclerosis) which blocks the blood supply to the heart muscle resulting heart attack and death. Smoking increases the risk of stroke. Smokers have three fold risk of stroke. 15% deaths due to stroke are smoking related. There are many cigarettes which is safe from fire. But it is also very damaging to our health. According to Wells (2012), This cigarettes are made of an ethylene vinyl acetate copolymer emulsion based adhesive (carpet glue), which causes severe irritation of mucous membranes and the upper respiratory tract. Symptoms of this damage include a severe burning sensation, laryngitis, shortness of breath, headaches, nausea and vomiting. In other words, the speed bumps aren't only useless; they are compounding problems for smokers. Smoking not only cause health problems or diseases, it also affect the children of a smoker quite seriously. According to Houd, Children of smokers have more coughs and colds, more problems with asthma, more pneumonia, bronchitis and bronchiolitis and they are more likely to be hospitalized for these conditions. Children of smokers Brand Campaign Plan Page 3

have more surgeries for tympanostomy (ear) tubes, tonsillectomies, and adenoidectomies. In addition, cigarettes start fires. Some children die and many more are injured in fires started by cigarettes. The risk of all these conditions increases as the amount of smoke a child is exposed to increases. If the parent who smokes is the one who handles most of the child care, the risks are greater. And the risk is highest when both parents smoke. Smoking not only hampers the childrens, but also the other people around the smoker. It can also create many family problems. There are many immediate effects of second-hand smoke. And then there are also long-term effects. Eye Irritation, headache, nasal discomfort and sneezing, cough and sore throat, nausea and dizziness, increased heart rate and blood pressure. A non-smoker working in a smoke-filled room for eight hours will breathe as many cancer-causing chemicals as if he or she had smoked 36 cigarettes. Exposure to second-hand smoke and smoking while pregnant are both linked to miscarriage, low birth weight and stillborn births. There is also evidence that postnatal exposure of infants to second-hand smoke contributes to the risk of sudden infant death syndrome (SIDS). So, we can see that how smoking can destroy a non smokers life.

Smoking also hamper our environment very badly. During smoking, the smoke emits which is Carbon Dioxide which is the biggest threat of environment. As the number of smokers is increasing day by day, the amount of Carbon Dioxide is also growing day by day. If this process continues, then one day we will suffer from global warming, green house effect. The normal temperature will rise and this world will be an impossible place to live in. Although, Smoking is injurious and dangerous and threatening in all aspects but, according to Cassan (2009), the tobacco industry is quite unwilling to use better technology to reduce the impact they are having on the environment because it would take up too much of their billions of dollars in profit every year. They are often trying to have more trees planted, but since they use trees to dry the tobacco and for rolling and packaging it is probably not concern for the environment, but concern for losing their wood sources that encourage them to do this. They do not care about polluting our bodies so it seems unlikely that they would think twice about polluting Brand Campaign Plan Page 4

our environment. The only way to stop them from harming the environment is to stop buying their products. Quitting smoking is hard, but it can be done and its not only about the harm smokers are doing to their own bodies, its also about the harm they are doing to the earth and the pain that they are causing their friends and families. But, according to Witte, simply showing smokers an image of black lungs or a smoker hooked up to a ventilator on a hospital bed as ways of scaring smokers into quitting will not work by itself. People are likely to just turn away from these frightening images to reduce their fear. In addition to scaring smokers with frightening images, they need to be provided with solutions for how they can quit smoking. For example, showing a smoker calling a quit line or using a nicotine replacement product to help him or her quit successfully would make the fear appeal message more likely to work. Although is very difficult to quit smoking but media campaign has played a vital role to make smokers aware and quit smoking. A recent finding by Campaign for Tobacco Free Kids (2005) shows that several state governments have cut the spending on their tobacco control programs, especially the funding for anti-smoking media campaign, which may have a serious impac t on the future success of tobacco control initiatives. Stavrinos (1987) studies the case of Greece and finds that health scares conveyed by media campaign reduce the cigarette consumption by 7.3% in the short run and by 13.5% in the long run, which may be more effective than tobacco taxation policy. Overall, the results suggest that California anti-smoking media campai gn has achieved a high level of public awareness of anti-smoking adverti sing, and therefore significantly reduced the smoking prevalence among adult s and adolescents. In addit ion, the media campaign also brings significant long term benefits in the smoking reduction, by inducing more future at- tempts to quit among adult smokers, and by deterring more initiating in- tensions among adolescents.

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However, development and evaluatio n of anti- smoki ng media campaign are difficult due to multiple reaso ns, such as insufficient publ ic or private fundi ng, existence of multiple intervention programs and lack of evaluation met hodolog y .

Policy guideline:
It is pretty m clear that quitting sm is not an easy task. O the years, uch oke ver m any organizations like CD (Center of D C iseases C ontrol) have arranged m any cam paigns. B the result is not as expected. A ut lthough m any people have quit sm oking due to the cam paigns. B advertising, it is very hard to y attract and m otivate the sm okers to quit sm oking. So, as a part of the cam paign, w w try m e ill otivating the sm okers to quit sm oking. Through our cam paign, w w try to force our G e ill overnm to enforce ent lawto reduce the num of sm ber okers. A lthough there is a law that, sm okers are not allow to sm ed oke publicly but this law doesn't have any im plem entation. People in Bangladesh can sm oke publicly even the policem sm , an oke publicly w hich is very injurious not only to the sm okers but also to the non sm okers. Through the cam paign, w w e ould like to attract the G overnm to ent im pose som law against the m e anufacturer to restrict the production of cigarette. B it is very difficult to m ut, ake the production of cigarette com pletely ban. B if the production of cigarette is restricted to a little ut, num ber, it w save the sm ill oker's life, their fam life and the ily environm ent. W w e ould like to attract the doctors and try to prom ote the disadvantages of sm oking to health. W w prom m e ill ote otivational advertisem w ent hich w indicate how ill sm oking kills the life of children and other fam m bers, so that the ily em sm okers quit sm oking for the sake of their fam . ily

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 W w bring people w used to sm e ill ho oke but currently don't sm oke to give advice to the sm okers so that they can quit sm oking. W w bring fam m bers w lost som e ill ily em ho eone special due to sm oking to m otivate the sm okers.

Conclusion
Health promotion strategists have a tough job to convince young people to quit smoking or to avoid starting. The problem strategists face is not that young people reject health-based antismoking messages; it is that young people smoke for far less rational, reasons they cannot give up, they believe it relaxes them, or their friends smoke. In addition, young people are specific, sometimes a touch cynical, about the methods by which they prefer to receive anti-smoking messages and which they would believe. Throughout our anti smoking campaign we will have to be careful enough to present the message to our younger generation in such a way that they take the matter seriously and believe in the cause.

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R eference:
1) Campaign children: for Tobacco Free Kids , 2005 . A broken promise to our The 1998 state tobacco settlem ent se ven years later .

November 30. 2) H T . W H . Y u, ., . Sung, and T . E. consumption Keeler, 1995a. The state of

antismoking campaign and the industry advertising on cigarette Economic Review 85(2), 85-90.

response : The effects

in California. The American

3) Ji, M. Xiong, C. Gilpin, E.A. Biener, L. 2007. Assessing of Anti-sm oking Media C paigns am - A Patt ern-Mixture GEE Model Approach.

the Effec tiveness

by Rec all an d Rating Sco res

assan, J.T 2009. H . ow sm oking affects our environm ent. 4) C A ccessed from : http://www.fourgreensteps.com

nline Journal. 2009. Passive sm oking can kill you. A ccessed 5) O from http://www.health24.com : ells, S.D 2012. . 6) W dam age. A ccessed from : itte, . 7) W K Fire safe cigarettes create even m ore lung http://www.naturalnews.com

M otivatingA dult Sm okers to K the H ick abit: Fear A lone http://www.natcom.org http://www.shaukatkhanum.org.pk

M N B E ay ot e nough. A ccessed from : utt, . nline journal. A ccessed from : 8) B F O

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