Radio Giants Join Forces To Stub Out Smoking
Tomorrow will see the launch of a nation-wide commercial radio tie up on the scale of Live8 and UK Radio Aid, with the Department of Health launching The Big Quit to help smokers kick the habit over the course of a five week promotion.
The activity represents the biggest promotional campaign ever heard on commercial radio, worth £1 million and booked through PHD Media and content specialists Drum.
The Big Quit will run across 195 local radio stations, giving the anti-smoking message a reach of over 36 million adults.
Around 1,000 local radio DJs will support the activity with live reads, while trails and street team activity will reinforce the message.
Larger radio stations will run a “smoking amnesty,” as well as celebrating “Fag Free Fridays”. Three successive weeks of the campaign will see some of the nation’s most high profile stations reward listeners who have registered and quit, as well as targeting those contemplating one final cigarette.
The first five days of the campaign will encourage listeners to set a firm “quit date,” with activity to reinforce that goal commencing from 20 February.
Some of the nation’s largest radio operators will collaborate on the activity, with on air content written and produced by Emap, driving listeners to a bespoke website created by GCap Media.
The website will support the campaign’s on air activity, providing listeners with help and advice, as well as linking to the Department of Health’s website.
Listeners can also sign up for promotional SMS and email messages through the website, allowing them to receive a “series of motivational messages” for the duration of the campaign.
Elsewhere, a series of podcasts created by Emap will give website visitors expert advice, anecdotes and support in their quest to curb their cigarette addiction.
Commenting on the wide-reaching campaign, Dave Roberts, head of radio at content specialist Drum, said: “This campaign really sets the standard for radio partnerships in the future. We’re using every weapon in radio’s arsenal to communicate in a really credible and trusted way to an audience who can be very dismissive of stop smoking messaging.”
GCap Media’s head of sponsorship, promotions and interactive, Anna Pennington, added: “This campaign is yet another great example of Commercial Radio working together as one to meet a client’s objectives.”
Last year saw both Live8 and UK Radio Aid achieve mass audiences with their cross-network broadcasts. Musician and organiser of Live 8, Midge Ure, praised the power of the platform in getting serious messages across to listeners (see Live8 Organiser Praises Power Of Radio), while UK Radio Aid more than tripled its fund-raising targets with 12 hours of syndicated broadcasts (see Radio Aid On Course To Raise £4 Million).
Emap: 01733 568 900 www.emap.co.uk GCap Media: 0207 663 7000 www.gcapmedia.com