PR Campaign: THE HELP CAMPAIGN 2009-2010: MOVING TOWARDS A SMOKE-FREE EUROPE

On May 31st 2009 the public sector client the European Commission launched the second phase of its “HELP – For a life without tobacco” large media campaign aimed at tobacco prevention and cessation and informing about the dangers of passive smoking in the 27 European Union Member States. The campaign, which includes television adverts, a website in 22 languages and online campaigns, is relayed locally by Worldcom agencies through in-the-field events and press relations activities.

The Solution:

Widespread in-the-field activity took place as part of the local relay of the Help campaign in 2009. Over 360 events specifically aimed at young people took place across the 27 Member States, including a major launch of the campaign on World No Tobacco Day. Help events gave visitors the possibility to video record their own serious or absurd anti-smoking tips, surf the Help website and carry out a CO (carbon monoxide) measurement.

Press relations activities including press conferences and local media partnerships guaranteed local coverage of the campaign and resulted in over 1000 media reports across Europe in 2009.

The Results:

  • More than 360 national events performed Europe-wide
  • Over 1000 tips collected online and at Help events
  • Over 100,000 Europeans measured their tobacco-related carbon monoxide levels at Help events
  • Over 1000 articles and reports about Help in the media

The Worldcom PR Group agencies advising this account are:

Austria: L&W Communication AG (lw-com.com)
Bulgaria: Janev&Janev (janev-janev.com)
Czech Republic: PRAM Consulting, Prague (pram.cz)
Denmark: PrimeTime Kommunikation A/S (primetime.dk)
Estonia: PR Net Baltic (prbaltic.eu)
Finland: WPR Finland (wprfinland.com)
France: Ligaris (ligaris.eu)
Germany: HBI Helga Bailey GmbH (hbi.de)
Hungary: Probako Communications (probako.hu)
Italy: CBO (cbopr.com)
Latvia: PR Net Baltic (prbaltic.eu)
Lithuania: PR Net Baltic (prbaltic.eu)
Portugal: IMAGO (imago.pt)
Spain: Grupo Albión (grupoalbion.net)
Netherlands: Wisse Kommunikatie (wisse-worldcom.nl)