Promoting Nicotine Replacement Therapies
*Public Relations Institute of
Australia – Commended Campaign, 1999
*Australian Journal of Pharmacy PR Campaign of the Year – Winner, 1999
The Nicabate Public Relations Program contained a number of key streams in the period between November 1998 and November 1999, including:
* Celebrity Summer Campaign: Quit for New Year (Nov 98 - Jan 1999)
* World No Tobacco Day (May 31) and Quit Week (31 May -
4 June, 1999)
* Tax hike gives reason to quit (November 1, 1999)
Each of these activities can be directly linked in time to both NRT category growth and quantifiable increases in Nicabate sales and/or increased enrolments to the Committed Quitters program.
The campaign generated over 200 relevant articles, TV news stories or radio news bulletins across the three key phases of the program.
Each phase of the campaign successfully communicated key messages to an audience in the millions.