SECOND-HAND SMOKE
Campaign briefing pack
THE AMBITION:
As we move towards a creating a tobacco-free generation, we want to protect children from the
harms caused by second-hand smoke and give every child in Scotland the chance to grow up in a
smoke-free environment.
THE POLICY CONTEXT:
In March 2013, the Scottish Government announced a new comprehensive Tobacco Control Strategy
for Scotland, which set out the actions to be taken over the next five years to put Scotland on the
path to becoming a tobacco-free generation.
To achieve this goal, Minister for Public Health Michael Matheson stated that whilst the majority
of actions outlined in the Strategy rightly focused on prevention, together Government, Local
Authorities, NHSScotland and the third sector needed to also put a focus on protecting people,
especially children, from the harms of second-hand smoke.
With Scotland being the first country in the UK to introduce legislation to ban smoking in enclosed
spaces in 2006, and very high levels of compliance reported, there has been a significant reduction
in exposure to second-hand smoke. Other associated positive health outcomes have been reported
including reduced heart attack admissions to hospital, reduced childhood asthma admissions to
hospital and fewer premature births.
Overall, the legislation has also helped raise awareness and understanding of the impacts of secondhand smoke. However against this backdrop of increased awareness, the harms still remain. A 2010
WHO study highlighted that around 603,000 people, including 165,000 children, die each year
worldwide as a result of exposure to second-hand smoke.
This social marketing campaign, which falls under the protection strand of the tobacco control
strategy, is focused on the key objectives of raising awareness of and reducing the number of children
who are exposed to second-hand smoke.
THE CAMPAIGN STRATEGY:
The campaign focuses on three distinct strands.
To EDUCATE about second-hand smoke, its harms and highlight that what people are
doing isn’t enough to protect their children
To encourage RE-ASSESSMENT, by letting our audience know that the only way to fully
protect children is to have a smoke-free home and car
To provide DIRECTION AND SUPPORT, by giving people the necessary information to
enable them to change their behaviour.
The campaign is overtly clear in its ask – this isn’t about asking people to quit smoking.
We want smokers to have the facts, re-assess their behaviour and make the necessary
changes to ensure their children are protected from the harms of second-hand smoke.
We want them to understand the restrictions they currently place on their smoking in the
house or in the car may not be enough to protect their children.
KEY CAMPAIGN MESSAGES:
In the home:
• You may think you’re doing enough to protect your children when you smoke, but 85
per cent of second-hand smoke is invisible and has no smell
• When you smoke indoors, harmful chemicals are created which linger in the air long
after you think the smoke has gone
• Standing at the back door or leaning out a window when you smoke isn’t enough
to protect your family, as the harmful chemicals can travel from room to room for
up to five hours
• With children having higher breathing rates than adults, they breathe more of these harmful chemicals
• You can choose whether your child breathes second-hand smoke or clean air
• Make the right choice for your kids. Don’t smoke indoors. Take it right outside.
• Visit www.rightoutside.org for more information about second-hand smoke and tips about how you can ‘take it outside’
In the car:
• If you smoke when your kids are in the car, even with the window open, harmful chemicals from second-hand smoke reach dangerous levels in under just 60 seconds
• You can choose whether your child breathes second-hand smoke or clean air
• Make the right choice for your kids. Don’t smoke in the car. Take it right outside.
THE CAMPAIGN IN DETAIL:
A marketing campaign will launch on 25 March 2014, involving television, radio, outdoor and online
supported by local community events, partnerships, a campaign website and PR programme.
TV:
Central to the campaign is the TV advert, which features the familiar scenario of a mother putting her
little boy to bed before going about her usual evening routine, which includes having a cigarette by
an open window.
Using a split screen format, the advert simultaneously shows the actions of the mother, whilst viewers
see the boy sleeping.
The voiceover highlights that when you smoke indoors, the harmful chemicals from second-hand
smoke move from room to room for up to five hours. We see the mum blowing smoke out the
window, shutting doors and wafting away the smoke, unaware that despite her efforts, the invisible
danger is still there.
The viewer then visibly sees the harmful effect of the second-hand smoke on the child as a dirty
pattern grows on the child’s t-shirt where his lungs are. The fact that children breathe faster than
adults, and therefore breathe more of those harmful chemicals is then highlighted.
The advert ends with the campaign strapline, ‘For your kids’ sake, don’t smoke indoors. Take it right
outside’ alongside the campaign url rightoutside.org and a new smoke free house logo which has
been created to support the campaign. A similar car logo is available for print and online.
The TV campaign will run from 25 March – 15 June on STV, Channel 4 and Channel 5.
Radio:
There are two 40 second radio adverts – one targeting people in the home, and the other timed to
target our audience when they are driving.
The home advert challenges people’s behaviour, asking the listener to assess how near to their kids
they would smoke when in the house.
The car advert is focused on how quickly the harmful chemicals from second-hand smoke reach
dangerous levels when people smoke in the car, even when the window is open. The impactful
message is delivered by a young boy who sounds out of breath.
The adverts will run across commercial radio stations for six weeks from launch, including Clyde 1,
Forth 1, Moray Firth Radio, Northsound 1 and Radio Borders.
Outdoor:
Bus backs will be used to target drivers, featuring the image of the boy from the TV ad with the dirty
pattern on his t-shirt where his lungs are. The message will highlight how quickly harmful chemicals
from second-hand smoke reach dangerous levels in the car.
The outdoor will run for four weeks from early April in targeted geographical areas.
Website:
A new website - www.rightoutside.org - has been developed to support
the campaign and provide information on how to protect kids from the
hidden dangers of second-hand smoke.
The website dramatises the invisible movement of smoke through a house.
As the user scrolls through the website, they’ll be taken on a journey from
room to room to mirror the movement of second-hand smoke, where facts,
coping strategies and myth-busting information will be presented in easily
digestible chunks.
By mid-April, the site will also feature an interactive lung quiz designed
to drive home the facts around second-hand smoke.
The format of the website will be fully responsive and therefore
lend itself to being viewed on smart phones, as our audience are
likely to access online content in this way whilst smoking. In addition
it will be used as an information tool at community events and as a
resource for health professionals.
Digital:
Digital advertising will run from 31 March to mid-June, raising
awareness of the key campaign messages and directing
people to the website.
We will also use our digital advertising to target our audience
with specific messaging at key smoking moments.
Local community events:
A 42-date event tour of Scotland is planned, covering all 14 regional health board areas, visiting
a selection of shopping centres, supermarkets and hospitals as well as smaller venues such as
community and health centres.
The concept for the tour will involve shoppers and passers-by being able to see second-hand
smoke lingering in a living room, where there appears to be none. This will be done using
technology which puts computer generated graphics into a real-world environment, so people can
see something that isn’t actually there.
Using a full living room set as a backdrop, people will be encouraged to put their child in the set
and be given an iPad to view the invisible and odourless second-hand smoke floating around
them. Those engaged will be given information, advice and collateral by the trained team and
second-hand smoke advisers.
The tour will be launched on 12 April in Glasgow and will be rolled out for the next 12 weeks, with
activity concluding in Motherwell on 12 June. The confirmed journey plan has been developed in
conjunction with the local advisers and is provided in Annex 1.
PR:
There will be a supporting PR campaign, which will aim to deliver sustained coverage for the
campaign in national, regional and local print and broadcast media from launch through to the
summer.
Following the ministerial launch, PR will be focused on delivering an evidence-led campaign where
every creative tactic is rooted in demonstrating the harmful effects of second-hand smoke. Using
a compelling mix of case studies, facts, myth-busting and expert commentary, the campaign will
aim to challenge people’s perceptions and make it clear that standing next to an open door or
window isn’t effective in protecting children from second-hand smoke. The only way to protect
them is to have a smoke free home and car.
PR will fully support the local community events and the PR agency will work closely with all
stakeholders to tailor communications and disseminate the campaign message to wider
audiences.
Platforms including local press and Big Issue will also be used to help amplify messages at key
campaign points.
Social media:
There isn’t a central social media platform being utilised for the campaign, however we
would appreciate your ongoing support with pushing out campaign messages through your
organisation’s Twitter feed and Facebook page.
The PR agency will provide assets – videos, photography, infographics – to support this activity at
key points throughout the campaign.
Partnerships:
Partnerships are being established with a number of organisations to drive awareness of the
campaign messages. If you are working currently with any partners who you feel might be able to
support the campaign, please get in touch.
HOW YOU CAN HELP:
To help us amplify our campaign, raise awareness and reach our target audience, we’d
appreciate your help.
Here’s some of the ways in which you can support the campaign.
• Sharing this pack with your colleagues and other relevant stakeholders helping us to maximise support for the campaign
• Promoting the second-hand smoke campaign within your organisation, workplace or community. We can provide logos and images for leaflets, publications and the web.
Our PR agency can also provide material for intranets and newsletters.
• Linking your website and social media feeds to the campaign website www.rightoutside.org
• Sharing social media content across your Facebook and Twitter feeds, using the campaign hashtag #rightoutside where appropriate
• Displaying campaign posters and leaflets
• Helping with case studies – if you have any strong human interest examples of smokers
who sought help to change their smoking patterns and reduce levels of second-hand
smoke exposure in the home, please get in touch with our PR agency by emailing
[email protected]
• Working with our PR agency to drive local coverage, targeting your local media contacts
with campaign information
• Supporting the local community event tour when it comes to your local area and
helping with promotion
Resources:
There are a number of campaign assets available, including posters, leaflets, logos and jpegs
of the campaign, website buttons and banners. Downloadable versions will be available on the
resources section of the website.
The PR agency Consolidated PR can also provide editorial, second-hand smoke fact sheets, social
media content and web copy.
If you need any resources, please contact Consolidated PR on 0131 240 6420 or email
[email protected]
Alternatively you can visit the resource section on our campaign website
www.rightoutside.org/resources
CAMPAIGN CONTACTS:
We look forward to working with you to deliver this national marketing campaign as we move
towards creating a smoke free Scotland.
Please don’t hesitate to contact any of the following campaign contacts with questions or
suggestions.
Campaign Managers:
Claire Prentice
Senior Marketing Manager – Healthier
Scottish Government
[email protected]
0131 244 5187
Lee-Anne Chapman
Marketing Manager – Healthier
Scottish Government
[email protected]
0131 244 5622
PR:
Linda McIntyre
Consolidated PR
[email protected]
0131 240 6420
Local Community Events:
Jac McMillan
Kommando
[email protected]
0141 643 3980
LOCAL COMMUNITY EVENTS:
Annex 1
Second-hand smoke community events will be held in the following venues. Please note the dates
are subject to change.
12/04/2014
13/04/2014
14/04/2014
15/04/2014
16/04/2014
17/04/2014
18/04/2014
19/04/2014
20/04/2014
23/04/2014
24/04/2014
25/04/2014
26/04/2014
27/04/2014
30/04/2014
01/05/2014
02/05/2014
03/05/2014
04/05/2014
06/05/2014
07/05/2014
08/05/2014
09/05/2014
10/05/2014
11/05/2014
14/05/2014
15/05/2014
16/05/2014
17/05/2014
18/05/2014
21/05/2014
22/05/2014
23/05/2014
24/05/2014
25/05/2014
28/05/2014
29/05/2014
30/05/2014
04/06/2014
05/06/2014
06/06/2014
12/06/2014
St Enoch’s Centre, Glasgow
Clydebank Shopping Centre, Clydebank
Lidl Torry, Aberdeen Asda Peterhead, Aberdeen
Farmfoods Fraserburgh, Aberdeenshie St Giles Shopping Centre, Moray
Tesco Inverness, Inverness
Bon Accord, Aberdeen
Union Square, Aberdeen
Asda Jewel, Edinburgh
The Quadrant Centre, Coatbridge
Tesco Dalkeith, Dalkeith
Antonine Centre or Cumbernauld Shopping Centre, Cumbernauld (tbc)
The Mercat, Kirkcaldy
Wester Hailes Plaza, Edinburgh
Piazza Shopping Centre, Paisley
Howgate Shopping Centre, Falkirk
Braehead Shopping Centre, Renfrewshire
Kingsgate Shopping Centre, Dumfermline
The Oakmall Shopping Centre, Greenock
Asda Perth, Perth
Asda Kirkton, Dundee
Asda Arbroath, Arbroath
Forge Shopping Centre, Glasgow
Kingdom Shopping Centre, Glenrothes
Asda Alloa, Clackmannanshire
Rivergate Shopping Centre, Irvine
Yorkhill Hospital, Glasgow
Thistles Shopping Centre, Stirling
Wellgate Shopping Centre, Dundee
Asda Galashiels, Galashiels
Asda Toryglen, Glasgow
Loreburn Centre, Dumfries
Ayr Central Shopping Centre, Ayr
Asda Livingston, Livingston
Asda Robroyston, Glasgow
Asda Clydebank, Clydebank
Asda Falkirk, Falkirk
The Postings, Fife
The Burns Mall, Kilmarnock
Asda St Leonards, Dunfermline
Asda Motherwell, Motherwell