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Smokers In Canada Marketing Strategy

1285 Words6 Pages

Statistics show that 14 out of 100 teenagers in Canada start smoking cigarettes between the age of 15 and 19, and 90% of these teenagers become lifelong smokers (Healthwise, 2014). Smoking is popular with teenagers due to peer pressure, as it is a sign of power and influence, and teenagers that smoke consider themselves part of a ‘cooler smoking group’ (Plumridge et. al, 2002). This immersive media marketing plan aims to create awareness about various facets of smoking and its effects which are not ‘cool’, and how this should become a deterrent for teenage smokers and those who are considering trying out smoking in Vancouver Island. The table below shows the statistics of number of teenagers in the region and how many can be assumed to be smokers. …show more content…

There are 59,647 Teenagers in Vancouver Island (BC Stats, 2014) and 8351 of them can be assumed to be smokers, and through this campaign we hope to reach out to most of them.

10.3 Profit
Though this marketing objective we plan to create awareness about the harmful effects of tobacco among all the teenagers of Vancouver and we want to get at least 2000 teenagers to take a pledge to quit smoking.
11. Immersive Experiential Goals
11.1 Mind Map of Ideas (big picture, umbrella ideas)
An immersive media marketing campaign is aimed to run from the period of May 1 to May 31, 2016 with a culmination event on May 31, 2016 which is ‘World No Tobacco Day’. This campaign’s umbrella idea can be summed up as ‘Be cool again’ playing on the idea that teenagers don’t have to smoke to look ‘cool’ amongst their peers or to ‘fit in’ in the crowd. The campaign uses sarcasm to show how ‘uncool’ smoking is and will be directed at teenagers on Vancouver Island, BC, …show more content…

#BeCoolAgain and quit smoking.
- Coughing all the time is not cool. #BeCoolAgain
- Be smoking hot, not smoking. #BeCoolAgain
This Twitter contest is aimed at creating a worldwide trend of the hashtag #BeCoolAgain, which is a generic hashtag and can be used in other contexts by the general people, not only the target market, and hence, has a wider scope to trend in a few cities and even internationally. The giveaways for this contest would be Canadian Cancer Society’s tshirts, gift hampers and merchandize.
- YouTube: Canadian Cancer Society’s official YouTube page with 1500+ subscribers will create and upload a video on the story of a boy who relives moments in his past spent with his late father who passed away due to lung cancer. This is an emotional video meant to motivate teens into quitting smoking.
- Instagram: (Appendix 3) Canadian Cancer Society’s Instagram page @cancersociety with 2,300+ followers will run a contest asking people to upload pictures of themselves telling us why they are ‘cool’ using the hashtag #BeCoolAgain. The best, wittiest and funniest captions would get Canadian Cancer Society’s gift hampers and

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