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rganization: Tobacco Free Assembly
ountry: China
itle: China Angry Pandaate: May 2014
ideos: http://http://v.youku.com/v_show/id_XNzA0NzgxNTc
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Overview
ext
y 2014, the Beijing Smoke-Free Law completed opinion solicitation and was forwarded for examination. The Tobacco Free
mbly made a series of viral videos designed to raise awareness and appeal to youth centered around a panda who fights again
ndhand smoke in places where it is often encountered: workplace, college campuses and restaurants. The funny, lighthearted
s were complemented by offline engagements featuring the panda at public events and partner restaurants to further bolster pu
ort of smoke-free policies in Beijing.
n
n May 2014, the Tobacco Free Assembly promoted the Angry Panda videos in a three-pronged approach: a series of Weibo pos
nline events and offline events, all with the goal of supporting the theme Support the 100% Smoke-Free Law of Beijing.
he Angry Panda videos were released simultaneously on three major video websites.
long with the promotion on video websites, several events were launched to target specific groups and locations.
lt
ithin one month of the Angry Panda launch, the Baidu Index keyword search showed a significant increase in both Tobacco
ontrol and Secondhand Smoke.
he series generated over 1.1 million views of content online and over 6,000 commentsthe second most popular tobacco cont
elated topic on Webio this year (only behind a WHO-sponsored initiative).
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Video Promotion & Campaign Design
May 2014, the Tobacco Free Assembly promoted the Angry Panda videos in a three-prongedproach: a series of Weibo posts, online events and offline events, all with the goal of supporting
e theme Support the 100% Smoke-Free Law of Beijing.
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Baidu Index
n one month of the Angry Panda launch
Baidu Index keyword search showed aicant increase in both Tobacco Control
Secondhand Smoke.
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Promotion Strategy
The Angry Panda videos were releasedsimultaneously on three major video
websites. The three videos were released ina unified album to make their association
which one-another clear.
The video promotion cooperated with three
mainstream video websites and used multichannels and ads to enhance the promotion
effect.
Along with the promotion on the video sites,
several events were launched to target
specific groups and places.
In accordance with the 100% Beijing Smoke-Free Laws promotion, the Angry Panda
campaign was mainly located in Beijing.
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Promotion Results
The total views reached 48
and 287 comments receive
the three websites altogeth
17.06.2014).
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274,208 Views on Youku
Recommend search results
Pop-up on homepage
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Second Most Popular Tobacco Control Video on YouKu
7.2014, the Angryffice video was ranked
nd most popular
Control video oniews:113,933), just
he one released by
unicipal Health
in 2010 (views:).
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World No Tobacco Day
On May 31, 2014, Worl
Tobacco Day, one of th
Panda videos was re-laas daily news on the S
news channel with title
Secondhand Smoke, B
Smoke-Free Restauran
which got 60,778 views
single day.
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Summon Angry Panda
n April 30, the Report Secondhand Smoke event was launched on Weibncourage people to stand up and report secondhand smoke. The event go
21,000 views and 197 reposts/comments.
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Summon Angry Panda Stick It Up
onjunction with the Angry Panda Office release,
mmon Angry PandaStick It Up was launched,
tinuing the Summon Angry Panda event during Labor
vacation. The event lasted from May 12 to May 22 and
eived 462,000 views, 3,704 reposts and 2,195
ments.
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Angry Panda Arriving SF Law Promotion in Campuses
upport the Angry Panda Dormitory release, Angry Panda went to three universities in Beijing on Ma17th, and 20th, to ask university students to support the Beijing Smoke-Free Law and to promote
ke-free environments. The Weibo event received 1,268 reposts, 265 comments and 234,000 viewsgether more than 138 students and teachers interacted with Panda though Weibo on site, 107 of w
cessfully followed @TFA and posted a Weibo featuring the panda.
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SEE Environmental Public Benefit Gala SF EnvironmentPromotion
ing advantage of the SEE Environmental Public Benefit Gala at Chaoyang Park on
ldrens Day and World No Tobacco Day, @TFA worked with the Nature University to laun
onsite Beijing Smoke-Free Law promotion. The event on Weibo got 113,000 views, 329
osts and 86 comments. More than 500 kids and parents took part in the activity on site.