Put a Human Face on Media Messages


It's common knowledge that smoking causes health issues that increase the risk of death--not an insignificant price to pay for lighting up. But, in spite of this widespread knowledge, thousands of people pick up the deadly habit every day, and just as many people struggle to quit once and for all.

"The typical smoker faces multiple quit attempts," says Grete Krohn Lavrenz, senior counselor at Carmichael Lynch Spong. "Each setback confirms the struggles against the addiction of tobacco."

This reality was just one of the challenges faced by the team of executives at ClearWay Minnesota and agency partner Carmichael Lynch Spong when launching their QUITPLAN Services campaign. Lavrenz highlights the following challenges and identifies the strategies implemented to overcome them:

  • What's in it for me? "A challenge we face when communicating about QUITPLAN Services is making the messages relevant and putting a 'human face' on smoking so people are inspired to quit," Lavrenz says. "We have accomplished this with the powerful, visual exhibit featuring QUITPLAN Services quitters' success stories, which continues to recognize happy and successful quitters."

  • Pulling the trigger: "Additionally, every smoker has a different quit trigger. We try to address this in our communications through positive messaging, reach out throughout the year to encourage quitting anytime someone is ready and come up with unique reasons and incentives to help inspire a quit date," Lavrenz says. "A new tactic was tried with the launch of The QuitCash Challenge, which provided a financial incentive to quit smoking during a specific time for monetary reward. It inspired 2,500 Minnesotans to attempt to quit."




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.