Partnering with the
Counties Manukau Health team we developed an in-depth insight research programme
of extensive interviews with Maori and Pacific smokers; subject matter experts;
grassroots influencers; as well as our own infield observations. The research
findings reinforced a known insight that smoking is still considered ‘cool’ and
acceptable among smokers — but provided pathways to changing those perceptions.
Four insight-based personas were developed which provided an ecosystem of
influences and behaviours to inform targeted interventions. With these real
human insights as a platform, a social media campaign was created specifically
targeting young urban Maori and Pacific people in South Auckland.
Developed in
partnership with Motion Sickness Studio, the social media campaign asks
non-smoking peers to ‘snap out’ their smoking peers on Snapchat. Followers were
encouraged by influencers to engage with their snap by drawing over it and
creating their own unique artwork. In contrast to most anti smoking campaigns,
this project links art and social media to subtly reposition smoking as unacceptable
through a positive and engaging conversation.
Results
Running over six weeks, the campaign attracted 1100 followers on Snapchat with
an average 54% engagement rate (those who watched the Snapchat story). Over 100,000 Snapchat
impressions were received and 540 artworks contributed – 3,400 people
followed the campaign on Facebook. At the conclusion of the campaign, 200 Snaps
were exhibited at the Mangere Arts Centre.
Snapped Out was awarded a Gold Pin at the 2016 Designers Institute Best Design Awards in the Public Good category and has also been accepted as a finalist in the Australian Graphic Design Association (AGDA) awards, winners will be announced in late November.
