Louisse Isabel Abigail Pui Chong Melissa

Account Director Research Director Media Director Creative Director Creative Director

Meet the Eterno Team

1 Research

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Research
survey

Zero Impact Stress Relief Well Aware of Risks

100% of respondents Those who smoke claim 97% of respondents

who smoke said past to do so to reduce stress who were smokers said
campaigns have had no and non-smokers believe they are aware of the
impact on them. the same. health risks from
smoking.

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Research
content review

One Out Of Many Positivity Over Fear Young Starters

There have been many A study on Singaporean 80% of smokers are

anti-smoking youths showed that hooked before they turn
campaigns, most have youths prefer campaigns 21.
had no impact on the with a positive tone.
target audience.

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To do more of what you love, something’s gotta give.

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2 Idea

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 #GiveToGain

Idea
The concept of an exchange
- With a friendly tone, #GiveToGain highlights the positives of giving up
smoking.

- Smokers are aware but disinterested in anti-smoking campaigns.

- #GiveToGainChallenge will act as a game to get smokers preoccupied

from smoking for five minutes, the average time it takes to finish a
cigarette.

- The challenge aims to prove that small actions add up to big impact.

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 #GiveToGain

3
Problem, Goal,
Objectives

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 #GiveToGain

Problem and Goal

Engage smokers
Smokers through an anti-
do not relate to smoking
anti-smoking campaign that
campaigns resonates with
them

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 #GiveToGain

Objectives

To increase
To create
awareness of
perceptions To encourage
benefits that
of quitting smokers to
come from
smoking as quit smoking
quitting
beneficial
smoking

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 #GiveToGain

4
Campaign
Strategies

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CAMPAIGN STRATEGIES
#GiveToGain

Strategy Statement
Eterno Agency will target youths aged 18 to 30 to help them understand
and believe that quitting smoking is possible and beneficial

by informing them that giving up smoking allows them to gain more of

what matters through the following media channels: social media,
influencers, microsite and digital and outdoor advertisements,

this will result in an engaging anti-smoking campaign for smokers to

discourage the habit of smoking, thus reducing their exposure to cancer
risks.

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CAMPAIGN STRATEGIES
#GiveToGain

KEY MESSAGES
Give up smoking to gain more
of the things that matter

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CAMPAIGN STRATEGIES
#GiveToGain

Giving up smoking will ultimately lead to short

and long-term benefits.

It is not impossible to give up smoking.

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 #GiveToGain

5 Media Plan

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CAMPAIGN STRATEGIES
#GiveToGain

Media Plan

Uncontrolled Media Controlled Media

Print media (Pitches/News reports) Advertisements (digital and outdoor)

Influencer engagement (Press Kits) Social media

Microsite

Telegram Channel

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 #GiveToGain

6 Action Plan

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CAMPAIGN STRATEGIES
#GiveToGain

Action Plan

Tactic 1 Mechanism Reason

There will be a host that will lead

Singaporeans who are smoking to the A guerrilla stunt is an effective way to
Guerrilla Stunt
PVC booth where the garner public attention to our campaign.
#GiveToGainChallenge will take place.

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CAMPAIGN STRATEGIES
#GiveToGain

Action Plan
Tier 1 Tier 2
Tactic 2 Contact Contact
Publication Publication

Life Editor: Managing Editor:

Mothership
Susan Long Martino Tan
The Straits Times
Senior Health The New
Editor: Eugene Wee
Correspondent: Salma Khalik Paper

Press Releases Editor:

TODAY
Eugene Wee

Channel News Chief Editor, Digital News:

Asia Jaime Ho

TheSmartLocal Editor: Chris Soo

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CAMPAIGN STRATEGIES
#GiveToGain

Mockups
#GiveToGain: Quitting Smoking 5 Minutes At A Time
Salma Khalik

02 Dec 2019 06:17AM

(Updated: 02 Dec 2019
Singaporeans Gain 500 Hours By
11:37AM)
Not Smoking
Doing More Of What You Love Instead Of Smoking

02
Dec
2019

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CAMPAIGN STRATEGIES
#GiveToGain

Action Plan

Tactic 3 Tier 1 Tier 2

@joannepeh
Influencer
Engagement on @naomineo_
Instagram @nightowlcinematics
@victoriacheng
@immichellechong
Press Kits @oonshuan
Positive @sandrarileytang
influencers with a @jmeteo
@soniachew
similar audience @irfanfanfandi17
@josephschooling

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CAMPAIGN STRATEGIES
#GiveToGain

Creatives

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CAMPAIGN STRATEGIES
#GiveToGain

Action Plan

Tactic 4 Type Location

Digital Screen (Location: Bugis Street)

Outdoor
Digital Bus Stops (Location: Bugis, Jurong, Serangoon etc.)
Advertisements

Instagram
Digital
Facebook

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CAMPAIGN STRATEGIES
#GiveToGain

Creatives
Bus Stop Ad
Digital outdoor ads will have a
live count of the total amount of
time from the
#GiveToGainChallange

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CAMPAIGN STRATEGIES
#GiveToGain

Creatives
Social Media Ad
Copy:
For @doglover123, he cherishes
every moment he has with
Sparkie. To do more of that, he
gave up smoking in exchange
for more time with his buddy.
Check out our profile and join
the #GiveToGainChallenge. Do
something that matters to you!
#GiveToGain #IAmAndIWill

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#GiveToGain

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CAMPAIGN STRATEGIES
#GiveToGain

Action Plan

Tactic 5 Mechanism Reason

Updates and resources about our

To have a one stop platform of all the
campaign will be available.
information about the campaign.
Microsite
A timer on the site will track time
To show the accomplishment made by
accumulated from
those who participate in the challenge
#GiveToGainChallenge.

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CAMPAIGN STRATEGIES
#GiveToGain

Creatives
Campaign Website
Timer to keep track of the
amount of time spent doing the
#GiveToGainChallenge and
provide more information about
our campaign.

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CAMPAIGN STRATEGIES
#GiveToGain

Action Plan
Tactic 6 Mechanism Reason

- #GiveToGainChallenge To serve as a platform

Daily - Provide more information about our campaign that connects with a
Posting - Benefits that come from quitting smoking mass number of our
- Feature inspiring stories of quitting smoking target audience.
Social Media
Content Participants send in their entries to this question:
“What would you do with the time you saved
To keep engagement
from not smoking?”
Contest consistent throughout
the campaign.
Participants stand a chance to win a staycation
package to Sentosa with their family.

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CAMPAIGN STRATEGIES
#GiveToGain

Creatives
IG Story
Multiple #GiveToGainChallenge
will be posted daily.

This encourages engagement

with the campaign and also
promote user-generated
content.

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CAMPAIGN STRATEGIES
#GiveToGain

Action Plan
Tactic 7 Mechanism Reason Promotion

A channel to send daily bite-sized A long-term tactic

Social Media Channel
content to encourage, give tips and that remains with the
Telegram issue simple challenges to help audience even after
Influencer Engagement
Channel the campaign
them quit smoking.
Singapore Cancer
To provide an
Content will be created in Society website
encouraging voice
advanced and scheduled to be sent that encourages
Microsite
by Telegram’s bot. smokers to quit

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CAMPAIGN STRATEGIES
#GiveToGain

Creatives

Telegram Channel

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 #GiveToGain

7 Budget

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 #GiveToGain

Budget

Total Spend: $46,850 36

 #GiveToGain

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Project
Implementation

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 #GiveToGain

Timeline

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 #GiveToGain

9 Evaluation

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 #GiveToGain

Evaluation

Online Metrics Online Survey PR Report

Track the performance Survey will be Overall review of the

of our online assets conducted on smokers campaign that analyses
through engagement, to measure their performance benchmarks.
interactions and awareness of
unique visitors. campaign.

#GiveToGainChallenge
participation rate will
also be tracked.

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 #GiveToGain

10
Risk Assessment
& Mitigation

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 #GiveToGain

Risk Assessments
Social Media Conversations Criticism From Smokers Safety Risks
Participants may Smokers may be Our guerrilla booth with
inappropriately carry offended by our challenges could have
out our campaign. injury risk.
#GiveToGainChallenge

Bad Weather Inaccurate Reporting

As our guerrilla booth is Earned news media
outdoors, weather is an may cause inaccurate
issue. reporting.

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 #GiveToGain

Mitigation Methods
Social Media Conversations Criticism From Smokers Safety Risks
Conversations will be We will seek the A trained medic will be
monitored to ensure opinions of smokers on standby to take care
UGC stays on topic. beforehand. of any injuries.

Bad Weather Inaccurate Reporting

A wet weather Properly crafted press
contingency plan will releases will prevent
be set in place. miscommunication.

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 #GiveToGain

Thank you!

Any questions ?

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