2006-2007 Statewide Second Hand Smoke

Situation

On January 1, 2007 Act 815 went into effect, a law that would prohibit smoking in restaurants, schools and most workplaces. Louisiana’s Campaign for Tobacco-Free Living (TFL) needed to make residents aware of the dangers of second hand smoke and garner support for the newly established law. The challenge was to change public opinion of those who opposed Act 815 and maintain favor to combat a possible legislative addendum.

Implementation

• Impact levels for television and radio
• Outdoor placements in areas with concentrations of office buildings and restaurants
• “Matchless” matchbooks distributed in restaurants
• Cinema advertising during the holidays
• Interactive campaign on local and news websites

Results

The goal of the campaign was to strengthen market share and increase traffic. From that point of measurement the campaign was deemed a success.

• Secured 2.6x added value to client’s investment
• Increased recall of no smoking in restaurants from 26%-46%
• Maintained awareness of Act 815 at 96%
• Increased support of Act 815 and maintained at 70% of registered voters being strongly in favor of enactment
• Increased opinion of strongly in favor of banning smoking in PreK-12 schools from 82% to 92%
• Increased opinion of strongly in favor of banning smoking in most workplaces from 60% to 73%
• Increased opinion of strongly in favor of banning smoking on university campuses from 50% to 60%
• Among smokers, opinion of being strongly opposed to the ban decreased from 41% to 21%