Creating a High
– Impact Nonsmoking Campaign in Europe
Work with 27 European Union (EU) member states to develop a coherent and innovative campaign to encourage smoking cessation.
Create high-impact, integrated campaign which attracted attention by focusing on the positive aspects of potential new behavior, instead of the negative consequences of smokers’ current habits.
Drive news and feature coverage through securing ambassador and celebrity support from all markets and partnering with FC Barcelona, European Respiratory Society, European Lung Foundation and key national NGOs.