Title	COOL WITHOUT SMOKING
Brand	THE DANISH CANCER SOCIETY
Product/Service	ANTI-SMOKING
Category	B09. Celebrity Endorsement
Entrant	DDB COPENHAGEN, DENMARK
Idea Creation	DDB COPENHAGEN, DENMARK
Media Placement	PHD MEDIA Copenhagen, DENMARK
PR	GEELMUYDEN KIESE Copenhagen, DENMARK

Name	Company	Position
Tim Fremmich Andresen	DDB Copenhagen	Copywriter
Christian Iversen	Freelance	Art Director
Andreas Rasmussen	DDB Copenhagen	Art Director
Mads Faber	Freelance	Art Director
Madeleine Næsborg	DDB Copenhagen (former)	Account Manager
Pernille Gjoels-Andersen	DDB Copenhagen (former)	CEO
Jakob Graves	DDB Copenhagen (former)	Graphic Designer
Soren Solkaer	http://sorensolkaer.com	Photographer

The Campaign

Smoking has always been considered cool. Why? Because it is dangerous and combined with the right people (actors, musicians, models, influencers) you get a look that screams cool. And cigarette companies have been “lucky” in the sense that they got a lot of free branding from the right people. The problem is that young people look up to these celebrities and influencers and imitate them. So we decided to replace cigarettes with lollipops. Create buzz about lollipops by placing them in the mouths of celebrities; not telling anyone why. If we could make lollipops something to talk about then we could illustrate why lots of people start smoking. Because; Hey, if you can look just as cool with a lollipop in your mouth as you can with a cigarette, then it's not the cigarette that makes the difference – it's who you are. Hence, you can be "cool without smoking".

Execution

It started with the production of handmade lollipops made from natural ingredients and no added sugar. Then we placed/seeded the lollipops at music festivals, in fashion magazines, in a music video etc. After this we sent direct mails to 100 celebrities and influencers. The DM explained the idea, had a personalized handwritten message for each recipient and 50 lollipops in 3 different flavours. They now started posting pictures on their social channels using only #slikkepind (#lollipop) and we reached the critical social reach numbers where the press started covering the story asking why lollipops were a trend?! Now The Danish Cancer Society started doing PR about the campaign and we launched a nationwide integrated campaign featuring 13 ambassadors looking cool with a lollipop. Celebrity social posts kept the buzz going. Finally, a tactical element was added in step 2 with a "download app" CTA to help the smokers quit.

We sent a direct mail (lollipops and personalized notes) to 100 ambassadors and got a positive response rate (= persons posting pictures of themselves with lollipops) of 49. Since we do not handle any of the celebrities’ or influencers’ social channels, all we know is that of the ones participating there was a combined reach on both Instagram and Facebook of approx. 2 mill. for each channel. Impressions: PR: +17 million Media: +25 million Social media (UNPAID): +110 million That is an average of 27 impressions per Dane (Population Denmark: 5.6 million) KPI results: - Reflecting whether smoking is cool: 22% (target: 10%) - Found the message relevant: 79% (target: 50%) - Ad liking: 64% (target: 50%) Press stories: +150 App downloads: +10,000 by end of 2015 (target: 7,500 by end of 2016) Active app users (i.e. users who are following a quit smoking track): Approx. 50% (no target)

The Situation

This campaign relied heavily on celebrity and influencer participation. We needed to get them to help spread the message to young people a group who listens much more to their idols than to brands and organisations. To get the celebrities and influencers on board we sent direct mails to them and/or their managers. Only if they responded positively to the direct mail would our campaign work.

The Strategy

The target group: young people aged 14-25. If we started with a classic media campaign young people would probably just ignore the campaign. They are immune to scare tactics and organizations telling them to quit. So we had to do things in another way; by being positive and nudging them. It began with a secret social media experiment using the celebrities and influencers to get the attention of both target group and the press. Young people would see their idols with lollipops in social media and especially gossip media would cover the trend if enough celebrities got involved. The campaign would be revealed in press releases to all major news outlets and not until we had the attention of the target group would we able to release a cool and subtle national media campaign. In addition, school media (posters, flyers etc.) were used to ensure a higher reach among students.