Veronica YowE-mail: vyow@texttochange.com

http://www.texttochange.com

NEW MEDIACAMPAIGN

UGANDA 2013

TEXT TO CHANGESIMPLE IN CONCEPT, POWERFUL IN RESULTS

ONLINEONLINE

OFFLINEOFFLINE

SOCIAL MEDIASOCIAL MEDIA

RADIORADIO

SMSSMS

PUBLIC STUNTSPUBLIC STUNTS

Social

Story

• Tells the truth about the harms of

tobacco from reliable sources (WHO,

MoH, etc.)

• Provides independent, reliable

information

• Can really make a change

• Provides support & rally support

• Helps improve life standards and

values

• Aware of local needs and issue

• Supported by reliable ambassadors

SOCIAL ATTRIBUTES

Social Brand ID & Story

Social

Brand

Story

Tobacco Kills: Say No & Save Lives is a campaign to make people in Uganda aware of the harms of tobacco.

The campaign is held by reliable, knowledgeable people and organisations and supported by reliable ambassadors.

Supports and informs the people of Uganda,. We provide necessary and reliable information to draw your own conclusions about the dangers of smoking and make a change.

With your help, we can really make a change by passing the Tobacco Control Bill (signing of petition).

Social

Story

Social Brand ID & Story

SOCIAL BRAND BENEFITSSOCIAL BRAND BENEFITS

Why should fans follow us: What’s in it for them?Tobacco Kills: Say No & Save Lives provides truthful, understandable

and engaging information about the risks of tobacco to enable fans to play a

KEY role in this campaign:INFORMATIVE INTERACTIVE

• Dangers of tobacco • Fans get to share stories of how they were affected by tobacco

Components of the TC Bill:• TAPS • Smoke-Free • Labeling• Alternative Trade • Taxation

• Advocate through Art (fans get to share their ideas on public advocacy via different mediums & engage their friends to support them & win support to implement their ideas) • Fans get to map their favourite smoke-free places• Fans get to vote for the next cigarette label in Uganda • Fans get to show their support on the Tobacco Control Bill by signing a petition

ADVOCATE THROUGH ARTAN ONLINE COMPETITION

MEDIUM Art Sports Public Space ETC.

 THEMES• Dangers of Tobacco • Tobacco Advertising, Promotion &

Sponsorship • Smoke-Free Environment • Taxation and Price• Point of Sale• Warning Labels 

Inspiration from Ukraine: Graffiti to promote smoke-free law

MESSAGE ARCHITECTUREMESSAGE ARCHITECTURE

How do we talk?Target group• Main target: 13-65 years old, men & women in Uganda.• But also: people worldwide for international pressure.Tone-of-voice• Expert, passionate, friendly, open &

accessible, service minded.Principles• Reliability: provide truthful,

understandable and grounded information about the harms of tobacco in Uganda.

• Activating to participate: Tobacco Kills makes fans participate by talking to them, sharing grounded arguments and offering help to quit smoking and providing tools to join the campaign. We ask questions and listen to what the people have to say.

Components• Making use of call-to-action: ‘Like’,

‘Share’, ‘Comment’.• SEO support: Using the campaign name

Tobacco Kills and Tobacco Control Bill, but also combinations of generic keywords such as smoking, no-smoking, smoke free. Use name, description and relevant tags for YouTube video’s

• No URL shorteners for Facebook and Google+; only for Twitter.

• Short and punchy status updates on all social channels.

Conditions• Content should be about the topics of

tobacco, (non)smoking and health in Uganda.

• Political information about the Tobacco Control Bill.

• Message: Say no to tobacco in Uganda and save lives.

• Message: Sign & share the petition to support the Tobacco Control Bill

POST TYPESPOST TYPES

Twitter account: @TobaccoKillsUG• Hashtags: #TobaccoKillsUG,

#TobaccoKills, #TobaccoControlBill, #TobaccoBill, #SmokefreeUganda

• Post types: mostly short & punchy text updates, images & hyperlinks

• Branded Twitter

background • 140 character texts, URL

shorteners

• Combination of hashtags, for example: @TobaccoKillsUG asks you to sign the #TobacoControlBill. Vote for a #SmokefreeUganda!

POST TYPES (FACEBOOK)

Also think about: • Polls• Cover images• Fill-in-the-blank posts• X vs Y posts• Events

HARMLESS ?

Think again.....

Acetone (found in nail polish remover)

Acetic Acid (An ingredient in hair dye)

Ammonia (A common household cleaner)

Arsenic (found in rat poison)

Benzene (found in rubber cement)

Butane (used in lighter fluid)

Cadmium (active component in battery acid)

Formaldehyde (embalming fluid)

Carbon monoxide (released in car exhaust fumes)

Hexamine (Found in Barceque lighter fluid)

Lead (used in Batteries)Napthalene (An ingredient in moth balls)

Methanol (A Main component in rocket fuel)

Nicotine (used as insecticide)

Tar (material for paving road)Toluene (used to manufacture

paint)

There are approximately 600 ingredients in cigarettes. When

burned, they create more than 7,000 chemicals; 69 of which are known to

cause cancer.

MALE. FEMALE. YOUNG. OLD. LEGISLATOR. FARMER. YOUTH.

PARENT. SMOKER. NON-SMOKER.

TOBACCO IS A SILENT KILLER.TAKE ACTION NOW.

1 second……2 second……3 second……4 second……5 second……6 second……every 6.5 second someone dies from tobacco use……

TOBACCO IS A SILENT KILLER.TAKE ACTION NOW.

THEMES & TOPICSTHEMES & TOPICS

Themes & Topics

PERSONAL HEALTH

Effect of smoking on life

expectancy

Risks for pregnant women

Risks for (young) children

Evidence &

Research

Diseases caused

by smoking

Sports / healthy lifestyle

Themes & Topics

SECOND-HAND

SMOKING

General health effects

Effects on children/ pregnant women

Going out

At the workplac

e

Evidence &

researchDiseases

Themes & Topics

POLITICAL

Actualities/

events

Topics of the Bill

Effect of the

campaign

Tobacco Control

Bill

Media kit / what can you

do to help

Ambassadors

Themes & Topics

FARMERS

Risks for tobacco farmers

Success stories

Ways to get help

Alternative crops

Payrates

Themes & Topics

TAPS

Themes & Topics

EFFECTS OF TOBACCO

FARMING ON CHILDREN

TIMING & FREQUENCYTIMING & FREQUENCY

TIMING & FREQUENCYOn which day and time do we post?

Until the setup and activation of performance based community management and statistical analyses in which we will be able to gather valid insights within 2 to 3 months, we will rely on research by Buddy Media which shows that: • The weekend is most engaging for Twitter;• The most engaging hours to post on Facebook are outside of office hours, the so called ‘non-busy hours’;• The most effective times to tweet are during the ‘busy hours’, when posting on Facebook is not recommended. In order to create an “always on” conversation, it is wise to keep both Twitter timing and Facebook timing in mind

TIMING & FREQUENCY

TIMING & FREQUENCYHow often do we post?Through Performance-based Community Management we will obtain insights into the best posting frequency. We will use the KPI Posting Strategy for this and analyse the relationship between posting frequency and unlikes. Strategies for effective Facebook wallposts based on experience and research:• Limit posts to two a day; engagement rates are 40% higher when

there are less than three posts a day. • Exceptions can be made when exclusive campaign, current and

relevant content is offered. • We will start with 4 posts a week. Data analyses will show over

time what is best!• Again it’s quality, not quantity, that counts.

In order to create the most engagement on Tweets, it’s important to find the Tweet spot. The graphic below shows the number of Tweets that obtain the most engagement. Since the fewer the Tweets, the higher the engagement, it is important to Tweet on the most engaging days and hours, which will be found through statistical analysis.

TIMING & FREQUENCY

MONITORING

Overview OVverview

MONITORING

MONITORING

Most important websites during the past three months

MONITORING

MONITORING

Tweets during the last 3 months

MONITORING

Veronica YowE-mail: vyow@texttochange.com

http://www.texttochange.com

TEXT TO CHANGESIMPLE IN CONCEPT, POWERFUL IN RESULTS