Date published: 01.09.08 - not release date

TV Adverts Give Fresh Impetus To ‘HELP' Campaign

--- National Quitline Sees Immediate Reaction ---

The UK element of the €72-million Europe-wide ‘HELP – for a life without tobacco’ campaign kicked off on July 8th with the 1st UK broadcast of the campaign’s television adverts.

The main target groups for the four-year campaign are adolescents (15 to 18 year olds) and young adults (18 to 30 years olds). Due to this focus on young people, the initial adverts were positioned alongside the Big Brother Friday night eviction show.

Over the coming weeks the adverts will continue to be broadcast alongside appropriate programming on a number of terrestrial, digital and satellite channels. QUIT, one of the UK charities working with the campaign, has reported that the adverts have already lead to a wave of calls to its Quitline number.

The launch of the TV ads was tied in to the appearance of a highly visible ‘HELP’ roadshow module in both Covent Garden and Trafalgar Square. Approximately 258,000 people had the opportunity to see the module in London. Passers-by in Trafalgar Square were also entertained by a group of ‘Break Free’ presenters from QUIT, who gave a number of energetic performances highlighting the dangers of smoking.

Steve Crone, Chief Executive of QUIT, said, “We are very pleased to have been able to work alongside the EU’s ‘HELP’ campaign. It is given us another opportunity to encourage young people to quit and the calls to Quitline demonstrate that it’s having an immediate impact.”

For more info on the campaign please visit www.help-eu.com and for help and advice on quitting smoking please call the Quitline on 0800 00 22 00.

Hi-res photography of the HELP Roadshow can be found at the following URLs -

A QUIT ‘Break Free’ presenter poses with the HELP roadshow module in Trafalgar Square:
http://217.160.190.121/kestrelworldcom.com/website/Library/D...

A QUIT ‘Break Free’ presenter poses with the HELP roadshow module in Trafalgar Square (close up):
http://217.160.190.121/kestrelworldcom.com/website/Library/D...

The HELP roadshow module in Covent Garden:
http://217.160.190.121/kestrelworldcom.com/website/Library/D...

The HELP roadshow module in Trafalgar Square:
http://217.160.190.121/kestrelworldcom.com/website/Library/D...


Editor’s notes:

·“HELP” is the second major EU-wide anti-smoking campaign run by the Commission. The campaign consists of a roadshow and public relations campaign, an advertising campaign and a website with help on how to quit.

·The European Commission has earmarked €72 million for the new campaign between now and 2008. Adolescents (15 to 18 year olds) and young adults (18 to 30 years olds) will be the main target groups.

·A consortium of health experts and media companies has devised the “HELP” campaign. The media companies delivering the campaign are working in partnership with the NGOs and public health bodies brought together by the European Network for Smoking Prevention (ENSP).

·At the outset of the campaign Markos Kyprianou, the European Commissioner for Health and Consumer Protection, said: “The sickness and death caused by smoking costs EU countries €100 billion a year. Prevention and information campaigns like “HELP” are an investment in a healthier and more prosperous future for our citizens. As well as promoting tobacco-free lifestyles to young people, the campaign will also highlight the dangers of passive smoking and support the trend towards tobacco-free public places.”

He continued: “Eight out of ten smokers start in their teenage years. Once hooked, it is a habit that takes many of them to an early grave. Every year, 650,000 EU citizens die from tobacco related disease. I am determined to do everything I can to stop young people taking up smoking, and to help young smokers kick the habit before it ruins their health. I want to see a major shift in our society, where being smoke-free becomes the norm and the smoke-addicted are a dwindling minority. If all EU countries followed the lead of Ireland, Italy and Malta and banned smoking in public places it would go a long way to achieving this.”

For further press information please contact:

Niall Dologhan or Naomi van Moppes on 020 8543 2299 or at n.dologhan@kestrelcomms.co.uk