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Like the first Help campaign (2004-2008), Help 2.0's primary target is young people. It promotes a tobacco-free lifestyle by delivering comprehensive information on the health and societal problems caused by tobacco consumption.
Help - For a life without tobacco - A legacy
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Help - a legacy: the book
Help 2.0 integrates television, the internet and new media such as mini-sites accessible via mobile phone.
The objective is to draw young people to the Help website for information on the dangers of smoking and links to organisations such as the European network of quit lines. The site is available in 22 languages, and the web and media campaign will be complemented by a series of EU wide and national public and press relations events.
Help 2.0 aims to empower young people to take control of their health and lifestyle – rather than remaining passive media targets. We are developing the campaign 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 came directly from an internet consultation with young people. And medical students accompany our national teams to field events.
The creative strategy focuses on collecting, presenting and implementing tips – serious or silly – addressing the traditional tobacco-control themes of prevention, cessation and passive smoking.
The best tips will be used as creative material and could even be turned into future TV spots or used in an online campaign. As this is an EU wide campaign, we will fine-tune the strategy at national or regional levels to reflect cultural and societal specifics.