Toward a Smoke-Free Generation
Smoking on the plane, on the train or in the doctor's waiting room; it's hard to imagine that this was ever normal. To activate a national campaign, we developed a website that shows that the movement for a healthier environment is unstoppable.
You see it happening everywhere; more and more places are becoming smoke-free, cigarettes are being sold in fewer and fewer places. It is the theme of the new Smokefree Generation campaign, "The world is becoming smoke-free. Get used to it." We built a new website for Health Funds for Smoke-Free (a collaboration between the Heart Foundation, KWF and the Lung Fund) to show all of the Netherlands that smoke-free is the new normal.
From message to (inter)action
Change does not come naturally. It starts with creating awareness among adults and a positive attitude towards the goal: giving every child the chance to grow up smoke-free, without the temptation of shiny packets and added flavors to (e-)cigarettes. Once the visitor is convinced of the need, we help him or her take action: what can I do? That question is the intended destination of the user journey.
A powerful concept for the website
Smoking on the train, in front of the classroom or at the doctor's office, children given chocolate cigarettes as candy. By showing that smoking was once the most common thing in the world, we show people how attitudes toward smoking have changed over the years, that smoke-free is the new normal. We visualized that development with an interactive timeline, forming the central concept of the campaign website.
Deepening awareness with understanding
Whereas the TV commercial communicates the central campaign message, online, on the contrary, it must be deepened. To this end, online campaign agency Jalt produced a series of videos. An interview with the Amersfoort alderman for mobility and air quality, for example, who describes how we went from smoking booths to smoke-free stations and bus stops. Or the Amsterdam family doctor who recounts how smoking was allowed in his waiting room. "There was just a cup on the table with cigarettes. In all forms, something for everyone."
From understanding to action
Following the timeline of milestones "Towards a Smoke-Free Generation," sobering statistics and inspiring stories of those who are driving the change, visitors are then encouraged to take action themselves. Want to know what your company or sports club can do? Get involved! Through this call-to-action, visitors are directed to a landing page on the Smokefree Generation website. There they will find information, instructions and help to make their own environment smoke-free. In this way, the campaign website forms a bridge between the new campaign and the general Smokefree Generation website.
Rapid implementation of a rich experience
Partly because the website had to be realized in a very short time, we chose the shortest route to maximum experience and interaction: React front-end with a headless Drupal CMS. The sophisticated application of photo and video, a quiz module or signing up for the newsletter, in no time we had developed a website that informs, inspires and activates visitors.
Roadmap to a smoke-free future
In the coming period, we will be analyzing campaign results and visitor behavior to get a better picture of how the target audience thinks and acts. This in turn will provide valuable information for follow-up campaigns and insight into how we can motivate people even better. If we also get help from politicians in reducing the number of outlets and increasing the price of tobacco, we will be one step closer to a smoke-free future. Get used to it.
Waar hebben we mee geholpen?
Interested?
We are happy to discuss what we can do for you! Call +31 (0)20 689 2000 or email info@uncinc.nl for an appointment.