SITUATION:

According to recent studies by the Ministry of Health and the World Health Organization, Chile is the country with the highest consumption of tobacco in America, starting this addiction between the ages of 12 and 14.

BRIEF:

The Ministry of Health from the Government of Chile, calls for a public tender for the communication campaign service of health risks associated with the consumption of tobacco and electronic cigarettes, "Choose NOT to smoke 2022".

OBJECTIVES:

MAIN OBJECTIVE:

Increase the perception of risks associated with the consumption of tobacco and electronic cigarettes, specifically in the adolescent population.

SPECIFIC OBJECTIVE:

Communicate the health risks associated with the consumption of tobacco and electronic cigarettes.

Encourage the adolescent population not to smoke, connecting with them in his own language.

We created an integrated digital campaign, based on the generation of experiences and content, the first anime miniseries created and produced in Chile. With two chapters based on two real stories of families who were victims of the lethal damage caused by the consumption of tobacco.

TARGET AUDIENCE:

The Alpha Generation; Determined and smart.

The first members of the Alpha Generation are currently 12 years old, we are talking about those born in 2010. For the experts, these Alpha kids are determined, smart and permanently connected. They are aware of technology to the point where it has become their way of life. Interactive games and series have prevailed over traditional ones and reading, social relationships or writing have less and less space.

APPROACH:

In Chile there is a rather curious cultural phenomenon: A huge fanaticism for Japanese culture: manga, otaku and anime. Becoming one of the countries with the highest anime consumption in the world.

This background inspired us to create a real and impactful content in entertainment format, based on tastes and interests from a generation that loves anime series.

IMPLEMENTATION:

We did 3 capsules of anime content: Trailer, chapter one and chapter two with teasers between. In addition to posters and videos in public way, radios on Spotify, strategies with influencers otakus, streamings in anime shows and youth programs. Mobile gaming, banners, bumpers, prerolls and reels on YouTube, Facebook, Instagram, TikTok and Twitch. Connecting with this generation in every digital way.

TIMELINE:

3 weeks of campaign.

PLACEMENT:

Over 300 publications in different mediums, digital and physical press, and others sites exclusively of manga and anime, local and international influencers.

SCALE:

The campaign managed to connect so well and comprehensively with the target that it was shared in all regions of the country, even in the most rural areas. It also crossed borders in Latin America and Europe, with influencers who helped us share our message about the harm and consequences of tobacco, congratulating the government on the campaign.

BUSINESS IMPACT:

With a budget of $85,000 between production and mediums, we make an impact of 4,049,770 TOTAL REACH, reaching to 95% of our country's youth on social media.

RESPONSE RATE:

We achieve the Ministry of Health’s most successful awareness campaign ever, with over 30.000 positive reactions.

IMPRESSIONS:

We exceed the impressions by 150% more than expected with 16.946.401 and 71% more views with 8.169.217.

CHANGE IN BEHAVIOUR:

We don't have yet the measurable data about tobacco consumption, but we put the issue in discuss, making awareness about tobacco on teens.

CONSUMER AWARENESS:

Never before a government campaign has achieved over 30,000 positive reactions, with content that invites to speaking and advising between themselves.

BRAND PERCEPTION:

After the campaign our Minister of Health positioning on top three best evaluated ministers in Chile, with 64% of the approval. Improving significantly the Government's brand perception.