Introduction
I still wonder why smoking remained so prevalent, given all these discouraging factors. Despite the fact that we are better informed about the dangers of smoking than ever before, despite the fact that there are no advertisements around anymore, and finally - despite the fact that you can not consider smoking inside, but have to relegate yourself outside where you should feel doomed for the sake of those staying indoors. People still keep puffing away and as a matter of fact, there are more and more teenagers who light up their first cigarette at the young age. The government spends a significant amount promoting the anti-smoking message and as with all public health campaigns, the success of these messages is open to debate. The levels of poor health and deaths from smoking are still far too high, and the cost to the NHS and the economy is vast.
So what are the reasons why those anti-smoking campaigns despite huge marketing efforts and significant amount of money do not achieve their target? If health warnings, a ban on tobacco advertising, and tons of education about the risks of smoking do not do the trick, what can we possibly do to save hundreds of thousands of people dying from smoking-related diseases every year? Do we need even bigger warnings on packs? Even more graphic anti-smoking commercials or something totally different?
I believe the health warnings need to change. The answer is - propagation planning, which can be very powerful way to develop communication via transmedia in social marketing. Transmedia refers to a story that is told on multiple media platforms, with different parts of the story appearing in different places. This way the message might cut through the commercial noise and reach young people who we know to be the main target group for the tobacco industry.
So what are the reasons why those anti-smoking campaigns despite huge marketing efforts and significant amount of money do not achieve their target? If health warnings, a ban on tobacco advertising, and tons of education about the risks of smoking do not do the trick, what can we possibly do to save hundreds of thousands of people dying from smoking-related diseases every year? Do we need even bigger warnings on packs? Even more graphic anti-smoking commercials or something totally different?
I believe the health warnings need to change. The answer is - propagation planning, which can be very powerful way to develop communication via transmedia in social marketing. Transmedia refers to a story that is told on multiple media platforms, with different parts of the story appearing in different places. This way the message might cut through the commercial noise and reach young people who we know to be the main target group for the tobacco industry.