The Help anti-tobacco campaign ran from 2005 to 2010, targeting primarily young people between 15 and 25 years of age. It was focused on smoking prevention, smoking cessation and passive smoking, aiming to promote a tobacco-free lifestyle by delivering comprehensive information on the health and societal problems caused by tobacco consumption.
The Help campaign was an example of a unique cooperation, conducted in partnership with communication experts, tobacco control professionals from the European Network for Smoking Prevention (ENSP), the European Network of Quitlines (ENQ) and the Youth Forum Jeunesse (YFJ).
Help - For a life without tobacco - A legacy(993 KB) (The story behind the campaign)
All the videos and visuals produced for the campaign
News and events related to the Help campaign
In order to reach its core audience, Help campaign integrated television, the internet and new media such as mini-sites accessible via mobile phone.
The objective was to draw young people to the Help website (no longer online) built to provide concrete help, advice and support to those in need. The site was available in 22 languages, and the web and media campaign were complemented by a series of EU-wide and national public and press relations events.
Help aimed to empower young people to take control of their health and lifestyle – rather than remaining passive media targets. The campaign was developed with the help and advice of the target group, both individuals and youth organisations.
The creative strategy focused on collecting, presenting and implementing tips – serious or silly – addressing the traditional tobacco-control themes of prevention, cessation and passive smoking.
The best tips were used as creative material. As an EU-wide campaign, the strategy at national or regional levels was fine-tuned to reflect cultural and societal specifics.