01.05.2012 A packful of zest for life

2012 SmokeFree campaign. The new edition of the current anti-smoking campaign again celebrates the pleasurable life of the non-smoker. The public and the campaign partners appreciate this positive approach.

Pictures A packful of zest for life


The current anti-smoking campaign refrains from moralistic warnings and sombre scare stories. It focuses instead on the normality of not smoking and the associated benefits. Since 2011, the message of the Swiss government’s SmokeFree campaign has consistently been for not smoking rather than against smoking.

More lung capacity for love
The key image of the TV commercials, advertisements and posters was and remains the empty cigarette pack of the SmokeFree brand and the slogan “no cigarette is better”. After one year, SmokeFree is now taking the field with a new set of subjects. The packs in this new edition are no longer empty. In fact, they are stuffed with banknotes, soap bubbles and condoms. The message is clear: not smoking gives people the freedom to live a full life. The contents of the packs stand for the many wonderful side effects of not smoking, such as having more money, looking more attractive and having more lung capacity for love and your family. Love is also the topic of the new TV commercial: after a passionate and clearly extensive session of love-making, a young man reaches out for what the viewer thinks is a pack of cigarettes – to the great displeasure of his partner. He opens the pack and dozens of condoms spill out, bringing a smile back to his partner’s face

Survey findings positive
The public rate the positive message and the creative realisation of SmokeFree very highly, as the evaluation of the three 2011 campaign phases has shown. Respondents agreed much more with attributes such as “pleasing” or “original” than with negative ones such as “moralising” or “boring”. The number of respondents who attributed the latter value to the campaign was not only low, but consistently so throughout all three phases, which indicates that the campaign is not showing any signs of diminishing efficacy. The SmokeFree campaign also achieved a positive result in terms of attitude: respondents who had seen the campaign have a more positive attitude to not smoking than those who have not seen it. The cards with tips on quitting smoking and on the benefits of not smoking also went down extremely well with the public. They were mostly rated as clear and understandable (89 per cent), pleasing (79 per cent) and helpful (71 per cent).

Some 105,800 packs distributed
SmokeFree is still posting a large number of packs every day at the request of website visitors – to help smokers take up a new type of enjoyment by starting non-smoking. Since spring it has also been possible to send virtual packs by computer, each one containing a personal motivational message and a picture of the sender. However, the success of nationwide campaigns always depends in no small measure on the partners who help institutionalise the messages. SmokeFree also enjoyed a positive response in this respect. A large number of partner organisations, including cantonal bodies, NGOs, schools, hospitals and many other organisations support SmokeFree. By the autumn of 2011, they had ordered over 39,000 SmokeFree packs, including sets of cards on tips and benefits. Over 3,000 campaign posters were sent to organisations that wanted to carry out their own SmokeFree activities. Furthermore, the two-metre high giant SmokeFree pack was to be seen at various events and trade fairs. Private companies also showed great interest in the campaign, using the posters and giveaways in their own activities. Thus, the concept and the message of the SmokeFree campaign have gone down well and its potential effectiveness does not yet appear to be exhausted. The new subjects and TV commercials continue the same basic concept and develop it in the light of the results of the evaluation.



 Nicole Disler, Campaigns Section, nicole.disler@bag.admin.ch

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