Ariyah DeSouza, Recruitment Marketing Manager
In May 2011, the Centers for Disease Control and Prevention (CDC) reported on a study showing that cigarette package health warnings increase interest in quitting among smokers. The data revealed that warnings do influence smokers desire to quit. This finding is precisely why tobacco companies are fighting federal regulation of tobacco packaging, namely the addition of graphic warnings which are mandated in dozens of other countries.
The fact that graphic warnings really work inspired our marketing team: why not use warning labels to promote our tobacco cessation program? A compelling campaign featuring warning labels could elicit prospective participants attention. And since we know from experience that, for our participants, emotional reasons (rather than scientific reasons) are what stir them to seek support for quitting tobacco, why not focus on the benefits of quitting rather than the damage to health caused by smoking?
So came to be the new Graphic Warnings Campaign for the Quit For Life® Program. Mirroring the look of the Surgeon Generals warnings on tobacco packaging, the campaigns warnings are immediately recognizable as a positive spin on current text-only labels. Our warnings like Quitting Tobacco Will Put More Money in Your Wallet remind program-eligible populations of why they want to quit and get support to quit, rather than scare them into trying to quit. Our clients can quickly launch and easily manage the Graphic Warnings Campaign using tips in the Campaign Summary, which we include in each campaign package.
Warning labels work, and a positive spin on them will help motivate your program-eligible populations to quit for good.
Ariyah, Recruitment Marketing Manager at Alere Wellbeing, is responsible for the creation of thematic content and promotional campaigns for the program-eligible populations of Alere Wellbeing clients. Follow her blog series, Beyond Employee Benefits Communications, for ideas on how to creatively communicate employee health benefits at your organization.
Visit www.alerewellbeing.com to learn about Alere Wellbeings Quit For Life® Program, the only commercial tobacco cessation program in the U.S. with proof of effectiveness published in multiple peer-reviewed scientific journals over the course of 25 years.