Anti smoking strategy based on the successful theTruth Campaign.

1. a new brand of thinking on smoking based on thetruth ® campaign

5. Outbrand Big Tobacco ” Create a relevant brand to give teens an alternative to cigarettes THE challenge

6. the top 20 brands in the WORLD Source: Martin Lindstrom & Millward Brown 2005

8. Tobacco companies own some of the most powerful brands in the world. Around 80% of teens smoke the most recognized brands Teens and Tobacco

10. Source: NYTS 2002 Demographics

13. Source: Porter Novelli/Youth Styles Study The Target: Sensation Seekers

14. Birth Teen Adult No control Asserting Control Full Control Control: A Universal truth About Growing Up

16. To compete with tobacco, truth must fulfill the desire for control as effectively as the tobacco industry has. Strategy

17. Anti-Smoking “ Diz não” “ Pensa, Não fumes” “ Tabaco mata” “ Tabaco é feio” Until now, the world has been upside-down... Not Cool Rebellious Preachy Aspirational Tobacco

18. New Brand The Future Anti-Smoking “ Diz não” “ Pensa, Não fumes” “ Tabaco mata” “ Tabaco é feio” Not Cool Rebellious Preachy Aspirational Tobacco

19. 2/3 of teens Remember ads for tobacco 2 times the % of adults Teens especially remember ads by Philip Morris - Marlboro Source: Campaign for Tobacco-Free Kids March 2002

21. Rational: Honest facts and information that expose the lies of Big Tobacco and put teens in control Emotional: Rebellious Risky Intelligent Empowering Independent Tolerant Brand essence

22. 8.5 million people live with illnesses linked to tobacco. 1/3 of young smokers will eventually die of illnesses relates to tobacco. By the year 2020, it is estimated that tobacco will have killed worldwide 10 million people per year. Every 8 seconds, someone in the world dies from an illness related to tobacco. Every year, cigarettes leave 12,000 teens without a mother and 31,000 without a father. In the USA, tobacco kills more Americans than automobile accidents, homicide, Aids, drugs and fires all put together. Campaign evolution Objective Message Reaction Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness “ WAKE UP & PASS IT ON” 1

23. “ REJECTION” Industry Documents: In their own words 2nd Phase Convey Industry’s Perspective A president of a tobacco company said under oath that he believed that gummy bears were as addictive as cigarettes. In the past, big tobacco companies compared smoking addiction to M&Ms. In 1985, a vice president of a tobacco company, talking about death derived from smoking explained: “People die in their sleep, should we then prohibit them from sleeping??” In 1984, a tobacco company tagged teen smokers as “substitute smokers.” A tobacco company donated $125,000 of food to a charity and then spent $21 million communicating it. When you have a product that kills you really do need to work hard on PR. A tobacco company developed, behind closed doors, a cigarette called "Y1" which had 50% more nicotine. How do babies avoid passive smoke? “At some stage they learn to crawl.” replied a tobacco executive in 1996 2 Objective Message Reaction Campaign evolution

24. 3 “ NEW NORMS” What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Objective Message Reaction Campaign evolution Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness “ WAKE UP & PASS IT ON” “ REJECTION” Industry Documents: In their own words 2nd Phase Convey Industry’s Perspective

25. “ KNOWLEDGE IS CONTROL” Ask Questions, seek answers. A view from the inside 4th Phase Motivate questions 4 Objective Message Reaction Campaign evolution “ NEW NORMS” What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness “ WAKE UP & PASS IT ON” “ REJECTION” Industry Documents: In their own words 2nd Phase Convey Industry’s Perspective

26. What if adverts told the truth? Creative

27. Target

28. “ Younger adult smokers have been the critical factor in the growth and decline of every major brand and company over the last 50 years.... If younger adults turn away from smoking, the industry must decline, just as a population which does not give birth will eventually dwindle.” R.J. Reynolds, 1984

31. Integration Online Advertising Gear Grassroots Collateral Buzz

32. Competition

33. Searching for the truth