Smokefree Squad

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Client: Pfizer, European Healthy Stadia Network, and Heart of Mersey

Brief: diva were commissioned to develop a highly engaging pilot smoking cessation campaign to reach smokers at Lancashire County Cricket Club (Old Trafford Cricket Ground) and St Helens Rugby League Club (Langtree Park Stadium). The campaign was delivered through stewards, community foundation staff and coaches, all of whom needed training and accompanying collateral that would positively engage an audience of primarily routine and manual workers at both venues.

What we did: Using an insight led approach, the creative team developed a campaign identity and brand based on the idea of a SMOKEFREE SQUAD, tapping into the notion of being part of a team. Two parallel interventions were developed that provided powerful tools for the local stewards to engage with sports fans, each drawing upon the visual identity of the local club, and to give the collateral ‘value’, providing information about the players in addition to stop smoking information and support.

Each intervention provided:

• Campaign posters, leaflets, T-shirts and baseball caps
• A branded bespoke mobile counter display stand with wind dancers to be prominently sited at each venue
• A set of ‘Top Trumps’ cards for each team, including player profiles and tips for quitting smoking
• Diaries for stewards to track the number of people engaged on match days
• Club web landing page and banner ad

Evaluation: A highly successful campaign, where take up from both clubs exceeded all initial expectations leading to orders for additional promotional materials as early stocks had been exhausted within the first few games

Value:

“diva used their insight led approach and understanding of the target audience to develop a highly creative and flexible brand campaign that has resonated strongly with both the stakeholder group and the fans of St Helens RFC and Lancashire County Cricket Club. Their project co-ordination, campaign management and responsiveness ensured the campaign was produced and delivered seamlessly within a reasonably tight timescale. They offered real added value and I have no hesitation in recommending diva to others .”

Ann Balfour, Pfizer Ltd.