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The BHF's 'Fatty Cigarette' campaign
- using Direct Marketing to increase cessation rates
Betty McBride and Colin Gruar
Powerpoint
Presentation
Abstract
This campaign, sponsored and created in collaboration
with the Department of Health (DH), is probably one of
the best of breed examples in social marketing. It has
won over 14 prestigious awards. Referral and quitting
rates to NHS cessation centres doubled immediately after
the campaign and the fatty cigarette icon has become permanently
etched on the mental retina of the nation.
The session explains the development of the campaign,
focusing on the innovative use of Direct Marketing techniques
to establish a one on one communication with smokers.
We'll explain how we used direct mail, web site, interactive-TV,
E-mail and SMS text applications to lift an already highly
responsive campaign by a further 35%.
British Heart Foundation
14 Fitzhardinge Street
London
W1H 6DH
Betty McBride
Director of Policy and Communications
Tel: 020 7487 7101
mcbrideb@bhf.org.uk
Colin Gruar
Head of Marketing
Tel: 020 7487 9477
gruarc@bhf.org.uk
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