Organization:

Country:
Title:
Date:
Videos:

Tobacco Free Assembly

China
China Angry Panda
May 2014

http://http://v.youku.com/v_show/id_XNzA0NzgxNTcy

http://Global.TobaccoFreeKids.org

Overview

text
ay 2014, the Beijing Smoke-Free Law completed opinion solicitation and was forwarded for examination. The Tobacco Free
embly made a series of viral videos designed to raise awareness and appeal to youth centered around a panda who fights agains
ondhand smoke in places where it is often encountered: workplace, college campuses and restaurants. The funny, lighthearted
os were complemented by offline engagements featuring the panda at public events and partner restaurants to further bolster pub
port of smoke-free policies in Beijing.

on
In May 2014, the Tobacco Free Assembly promoted the Angry Panda videos in a three-pronged approach: a series of Weibo pos
online events and offline events, all with the goal of supporting the theme Support the 100% Smoke-Free Law of Beijing.
The Angry Panda videos were released simultaneously on three major video websites.
Along with the promotion on video websites, several events were launched to target specific groups and locations.

ult
Within one month of the Angry Panda launch, the Baidu Index keyword search showed a significant increase in both Tobacco
Control and Secondhand Smoke.
The series generated over 1.1 million views of content online and over 6,000 commentsthe second most popular tobacco contr
related topic on Webio this year (only behind a WHO-sponsored initiative).

http://Global.TobaccoFreeKids.org

Angry Panda

http://Global.TobaccoFreeKids.org

Video Promotion & Campaign Design

n May 2014, the Tobacco Free Assembly promoted the Angry Panda videos in a three-pronged
pproach: a series of Weibo posts, online events and offline events, all with the goal of supporting
he theme Support the 100% Smoke-Free Law of Beijing.

http://Global.TobaccoFreeKids.org

Baidu Index

in one month of the Angry Panda launch

Baidu Index keyword search showed a
ficant increase in both Tobacco Control
Secondhand Smoke.

http://Global.TobaccoFreeKids.org

Promotion Strategy

The Angry Panda videos were released

simultaneously on three major video
websites. The three videos were released in
a unified album to make their association
which one-another clear.
The video promotion cooperated with three
mainstream video websites and used multi
channels and ads to enhance the promotion
effect.
Along with the promotion on the video sites,
several events were launched to target
specific groups and places.
In accordance with the 100% Beijing SmokeFree Laws promotion, the Angry Panda
campaign was mainly located in Beijing.

http://Global.TobaccoFreeKids.org

Promotion Results

The total views reached 488

and 287 comments received
the three websites altogethe
17.06.2014).

http://Global.TobaccoFreeKids.org

274,208 Views on Youku

Pop-up on homepage

Recommend search results

http://Global.TobaccoFreeKids.org

Second Most Popular Tobacco Control Video on YouKu

07.2014, the Angry

office video was ranked
ond most popular
o Control video on
views:113,933), just
the one released by
Municipal Health
in 2010 (views:
4).

http://Global.TobaccoFreeKids.org

World No Tobacco Day

On May 31, 2014, World

Tobacco Day, one of the
Panda videos was re-lau
as daily news on the So
news channel with title
Secondhand Smoke, Bu
Smoke-Free Restaurant
which got 60,778 views
single day.

http://Global.TobaccoFreeKids.org

Weibo & Event Promotion

@TFA posted 21 Weibos,

equested reposts from
4 influential Weibo
ccounts

result, there were 6,065

sts and 2,976
ments and 1.4 million
s.

http://Global.TobaccoFreeKids.org

Summon Angry Panda

On April 30, the Report Secondhand Smoke event was launched on Weibo
encourage people to stand up and report secondhand smoke. The event got
321,000 views and 197 reposts/comments.

http://Global.TobaccoFreeKids.org

Summon Angry Panda Stick It Up

conjunction with the Angry Panda Office release,

ummon Angry PandaStick It Up was launched,
ntinuing the Summon Angry Panda event during Labor
y vacation. The event lasted from May 12 to May 22 and
ceived 462,000 views, 3,704 reposts and 2,195
mments.

http://Global.TobaccoFreeKids.org

Angry Panda Arriving SF Law Promotion in Campuses

support the Angry Panda Dormitory release, Angry Panda went to three universities in Beijing on May
, 17th, and 20th, to ask university students to support the Beijing Smoke-Free Law and to promote
oke-free environments. The Weibo event received 1,268 reposts, 265 comments and 234,000 views.
ogether more than 138 students and teachers interacted with Panda though Weibo on site, 107 of wh
cessfully followed @TFA and posted a Weibo featuring the panda.

http://Global.TobaccoFreeKids.org

SEE Environmental Public Benefit Gala SF Environment

Promotion

king advantage of the SEE Environmental Public Benefit Gala at Chaoyang Park on
ildrens Day and World No Tobacco Day, @TFA worked with the Nature University to launc
onsite Beijing Smoke-Free Law promotion. The event on Weibo got 113,000 views, 329
posts and 86 comments. More than 500 kids and parents took part in the activity on site.

http://Global.TobaccoFreeKids.org