Whats the difficulty in working in the online communication for an issue like “quit smoking”?
Paula Barker: I don’t beleive there is a difficulty in using online communication to educate people. The only area to consider is creating enough awareness that the information is there for people to access, which can come from online marketing or above-the-line as part of a larger campaign. We have found that a web site works excellently as an educational tool, as it can contain vast amounts of information, allow people to search for pieces relevant to them and at their own pace. It can also engage in a way that other media can’t, through personalisation and real engagement in the campaign message. It has worked particularly well as part of larger campaigns, where the site is the focal point that all other media leads to. M: What is the campaign target? PB: The target audience is the C1C2D profile people within the UK. The objective is to stress the message that every cigarette causes fatty deposits to collect in your arteries – so stop smoking now. Therefore the campaign’s target cen
