Tobacco makers implement highly sophisticated marketing strategies, targeting youngsters, to boost their sales. The need to prevent thousands of them to become addicted has become a major concern.

We want to counter the manipulative tobacco industry and raise awareness among the young on the disastrous consequences of tobacco addiction.Our strategy is to launch of a fun iPhone application named « SmokingVoice », designed to raise awareness on the consequences of smoking on the respiratory system and on the numerous tobacco-related pathologies. The goal of the application is to convince young smokers to quit and to deter non-smokers from ever starting. This application was launched in September, when school started again after the summer holidays.This free application allows users to record their own voice using the iPhone microphone. The user’s voice is then transformed to reproduce the sound of a smoker’s voice, deteriorated by several years of tobacco use. The result can be shared on Facebook, or sent by email.Performances : The application was downloaded 14 000 times in three weeks.61 press releases about the application were issued: •2 on TV : LCI et le Magazine de la Santé (France 5)•3 in the press : Stratégies, Femme Actuelle•56 online (websites and blogs) •France 5, LCI, TF1, TMC…•Le parisien, la Dépêche, Le Courrier Picard…•Doctissimo, Santé Médecine, Buzz e-santé…•Golem13, Geek de France, Mobifun, Iphone news…•L’Expression Top Com, Miss Ebène et PRIMA.From a qualitative point of view, it appears that: - 25 releases mention the name SmokingVoice (44%)- 15 included a visual (26%) and 13 a video (23%)- 24 mentioned tobacco related pathologies (42%) and 6 added a link to the CNCF files (11%)- 55 mentioned CNCT (96%)- 42 mentions of us have been counted : •Stratégies, Stratégies Newsletter, Doctissimo, Ma Chaîne Etudiante, What’s on TV…•Paperblog, Golem13, Buzz e-santé…•Application Iphone, Stratégies, Stratégies Newsletter, Doctissimo, Ma Chaîne Etudiante, What’s on TV, Blog Nicolas Sainmont…