Mandate

Integrated campaigning to implement the national tobacco use prevention programme

Release

2001 to 2009

Objectives

Reduction of the percentage of smokers from 33 percent (2001) to 25 percent (2012); creating social acceptance of non-smoking as the social norm.

Implementation

The campaign concept of cR Kommunikation is based on implementation in stages: sensitisation and creation of problem awareness (2001–2003); mobilisation of the non-smoking majority (2004–2005); presentation and emphasis on the benefits of an emerging paradigm change in the use of tobacco (2006–2007); establishment of non-smoking as the new norm (2008–2009). The creative concept of the mass media campaign was developed in collaboration with advertising agency ByHeart. Additionally, cR Kommunikation manages the campaign portal www.bravo.ch.
In addition to the mass media campaign, cR Kommunikation began building up coalitions which go beyond conventional prevention programmes as early as 2001. The carefully chosen settings include sports (sub-project “sports.smoke-free.”), public transport (“train.smoke-free.”), employers (“workplace.smoke-free”) and young adults and schools (“non-smoking experiment”).

The campaign is working: the number of smokers is falling. Among adults, the number has decreased from 33 percent (2001) to currently 27 percent (2009) and among young adults from 31 to 23 percent. According to surveys, the paradigm change towards “non-smoking as the social norm” is accepted by 70 to 80 percent of the population.

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