Following on from the first Help campaign (2004-2008), "Help 2.0" targets primarily young people and young adults. The general motto is providing help and support "for a life without tobacco" by delivering comprehensive information on health and social problems related to tobacco consumption.

Help 2.0 is an integrated campaign including television, the internet and new media such as mini-sites accessible through mobile phones. The whole campaign is "web driven", the objective being to draw young people to the Help website where they can get all the information on the dangers of smoking as well as the links to our partner organisations such as the European Network of Quitlines. The website is available in 22 languages and the web and media campaign will be complemented by a series of European and national public and press relations events.

The campaign aims to empower young people to take control of their health and lifestyles, instead of simply being objects in the eyes of the media. This campaign is being fully developed with the help and advice of the target group: both individuals and youth organisations. For example, the idea for one of the new TV spots has come directly from an Internet consultation with young people. Another example of youth participation is the presence of medical students as part of our national teams during field events.

The creative strategy focuses on the collection, presentation, and implementation of 'tips' - absurd and serious - adressing the three traditional tobacco-control themes (prevention, cessation and passive smoking). The best tips will be used as creative material and could even be turned into future TV spots or be part of an online campaign. As this is an EU-wide campaign, the strategy will be fine-tuned at national or even regional levels according the cultural and social needs.


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See the "Help" domino at Berlin Wall Fall celebration

On 9th November 2009, Sanco's "help - for a life without tobacco campaign" participated to the 20th anniversary of the fall of the Berlin Wall with its own domino. This "Help domino" was designed a few days earlier by pupils from Berlin schools under the supervision of Michael Vogt et Aurele Mechler, two famous Street Art artists.(see photos) In 2010, Street Art operations involving young people will be organised in all Member States, raising awareness on the danger of tobacco.