Title	DON’T SMOKE YOUR BODY – BODY TELLS THE STORY: NON-SMOKING CAMPAIGN
Brand	PFIZER
Product/Service	NON-SMOKING CAMPAING
Category	B01. Education & Awareness
PR Agency	AC-SANAFOR Helsinki, FINLAND
Entrant Company	AC-SANAFOR Helsinki, FINLAND

Name	Company	Position
Janne Malinen	Ac-sanafor	Account Manager
Sari-liia Tonttila	Ac-sanafor	Partner

The Brief

It was essential to get as many people as possible committed to interaction and engagement, both in social media and different sectors and places in society, whether they were smokers or non-smokers. The substantial communication goals to quit smoking were: 1. Creating as showstopping and noteworthy phenomenon as possible by showing the drawbacks of smoking in a novel way. 2. Creating interaction between people and get them share and comment the visual contents of the campaign. 3. Telling a story that will live on by getting the visual contents of the campaign to become shared again and again.

Creative Execution

The campaign was implemented 18th November 2014. We brought two things in the hub: the actual human bodies and visualizing the harmfulness of smoking. We made the effects of smoking real by painting them on the skin of three models, two women and one man. The paintings by Riina Laine, a world champion in body painting, described the blood vascular system, lungs, uterus and erectile dysfunction. The paintings were made so that on the other side of the body were the healthy parts, and on the other side the parts as they would appear on a smoker. We challenged patient organizations to create discussion about the campaign’s core messages. They built a point and an information desk in Kamppi shopping center, where the body-painted models performed. In addition, the models walked around the Helsinki city center. Visual messages such as videos and photos were also shared on social media.

On the 18th of November we reached over 100 000 people in central Helsinki and Kamppi shopping center. Around 500 people talked with stakeholders on their information desk. People related to body painting. In Twitter there were over 400 tweets handling the topic during the campaign (single tweet reached approximately average of 750 persons). Posts in Facebook were seen by a total of over 44 000 people. We made a summarizing video, which was viewed 33 824 times on Facebook. In Instagram there were 34 posts about the campaign, and they got 277 likes. Videos were posted on YouTube and they were viewed 381 times. Seven medias attended the press conference on the 18th of November in Helsinki central. Four key medias published an article about the campaign, including Finland's public-service broadcaster YLE. Peak in the Patient organization www.stumppi.fi's website on the campaign day. Also 100 new users.

We started the planning of communications by exploring the findings of Anu Katainen’s study Tobacco, Social class and health behavior. Katainen´s study showed that smoking is not based only on individual choices or neurophysiology, but is also socially determined and connected to the collective rhythm and ways of social gathering. Traditional communications focusing on the health drawbacks doesn’t work anymore. New, fresh and effective ways were needed. Integrated implementation was vital to get attention and create interaction. Solution: Visually showing the negative effects smoking has on the skin, by using body painting for causing reactions and crisis in smokers.