post-test of the advertising campaign...
TRANSCRIPT
Contact :Patrick KLEIN Tél : 01 41 98 97 20
Port : 06 09 16 64 33e-mail : [email protected]
Post-test of the advertising campaign ‘Help’Results
December 2005
Post-test of the advertising european campaign ‘Help’ –December 2005 2
Contents
Methodology 3
Recall and Liking of the Campaign 7
Understanding 15
Image 20
Impact 25
Attribution 30
Tables per country 33
Post-test of the advertising european campaign ‘Help’ –December 2005 3
Methodology
Post-test of the advertising european campaign ‘Help’ –December 2005 4
Methodology
1003Luxembourg
1001Germany
1001UK
West
8060Total
1038Netherlands
1000Ireland
1013France
1000Belgium
1004Austria
1005Spain
1001Portugal
1000Malta
South
5998Total
992Italy
1000Greece
1000Cyprus
1000Slovakia
1000Estonia
1006Czech republic
1000Latvia
8046Total
1002Slovenia
1001Poland
1022Lithuania
1015Hungary
East
25112 telephone * interviews in 25 countries
In each country, 1000 interviews representative of nationalpopulation aged 15 and over
Samples per region
1007Sweden
North
3008Total
1001Finland
1000Denmark
* Except in Portugal and Lithuania where one-to-one interviews were conducted
Post-test of the advertising european campaign ‘Help’ –December 2005 5
Methodology
Results were weighted for each country, based on their local socio-demographic data (gender and age).
Overall European results were weighted through the demographicweight of each country.
Source : INED- Eurostat 1er janvier 2004
0.11Luxembourg
18.07Germany
12.95UK
West %
53.12Total
3.54Netherlands
0.88Ireland
13.50France
2.28Belgium
1.79Austria
9.04Spain
2.28Portugal
0.09Malta
South %
26.51Total
12.51Italy
2.41Greece
0.20Cyprus
1.18Slovakia
0.31Estonia
2.23Czech Republic
0.5Latvia
16.08Total
0.44Slovenia
8.44Poland
0.77Lithuania
2.21Hungary
East %
Weights per region and per country in Europe
1.97Sweden
North %
4.29Total
1.14Finland
1.18Denmark
Post-test of the advertising european campaign ‘Help’ –December 2005 6
Samples profiles
2821241724SUB-TOTAL Young smoker
5818
241014
171517191616
5347
WholeEurope
24242423SUB-TOTAL SMOKERS
14141513Heavy smoker*
1515131955-64
2116192035-44181717745-54
1416181625-34
Gender46474847Male54535253Female
5521
10
19
13
West
6016
10
17
19
East
6056Non-smoker1621Former smoker
10
16
12
North
9
16
17
South
Smoking status
Vertical %
Light smoker*
65 years old and over
Less than 25 years oldAge
* Heavy smoker : more than 20 c igarets per day*Light smoker :less than 20 c igarets per day (1 c igar/1cigar=4 c igarets)
Post-test of the advertising european campaign ‘Help’ –December 2005 7
Recall & Liking of the campaign
Prevention Cessation Passive smoking
Post-test of the advertising european campaign ‘Help’ –December 2005 8
RecallTotal sample
17%
11%
17%
29%
Awareness of advertisements21%
19%
40%Spontaneous recall of one or more information campaigns about smoking on TV
WholeEurope
28%37%27%19%Saw at least one advert
15%24%17%10%Prevention
10%15%12%8%Cessation
18%19%20%20%One
24%18%19%18%Several
42%37%39%38%Yes
17%
West
21%
East
11%
North
15%
South
Passivesmoking
Post-test of the advertising european campaign ‘Help’ –December 2005 9
RecallLess than 25
47%58%42%38%48%Saw at least one advert
29%
25%
30%
Awareness of advertisements
43%
Spontaneous recall of one or more information campaigns about smoking on TV
WholeEurope
28%35%30%22%Prevention
24%28%21%17%Cessation
44%39%45%43%Yes
26%
West
38%
East
23%
North
25%
South
Passivesmoking
Post-test of the advertising european campaign ‘Help’ –December 2005 10
RecallSmokers
20%
14%
20%
34%
Awareness of advertisements
50%
Spontaneous recall of one or more information campaigns about smoking on TV
WholeEurope
34%37%33%23%Saw at least one advert
19%23%20%12%Prevention
13%16%15%10%Cessation
50%46%51%53%Yes
20%
West
20%
East
12%
North
20%
South
Passivesmoking
Post-test of the advertising european campaign ‘Help’ –December 2005 11
Awareness of advertisements
Total Sample Smokers Less than 25 y.o.
%Saw at least one advert
2934
48
Europe 2834
47
West19 23
38
North
37 37
58
East
2733
42
South
Post-test of the advertising european campaign ‘Help’ –December 2005 12
LikingTotal population
2136295515176037211Base : Saw at least one advert
77%
80%
76%
Among people who saw the advert …41%
35%
76%Generally speaking, did you like this campaign ?
WholeEurope
71%78%81%69%Prevention
77%82%84%68%Cessation
35%36%33%30%Yes, definitely
38%42%48%35%Yes, quite a lot
73%78%81%65%Yes
76%
West
79%
East
65%
North
80%
South
Passivesmoking
Post-test of the advertising european campaign ‘Help’ –December 2005 13
LikingSmokers and young people
2136295515176037211Base : Saw at least one advert
83%
73%
83%
Generally speaking, did you like this campaign ?
WholeEurope
70%80%77%66%Smokers
80%86%85%70%Young people
80%86%85%70%Yes
WestEastNorth South
Post-test of the advertising european campaign ‘Help’ –December 2005 14
Liking
Total Sample Smokers Less than 25 y.o.
%Like the campaign
76 7383
Europe73 70
80
West
65 66 70
North
78 8086
East
81 7785
South
Post-test of the advertising european campaign ‘Help’ –December 2005 15
Understanding
Post-test of the advertising european campaign ‘Help’ –December 2005 16
To what extent do you agree or disagree that these advertisements aretrying to get the following messages over or not. This advert is trying to say…
Understanding (1)
7211 213629551517603Base : saw at least one advert
There is help available tostop smoking
Whole Europe North South East West
There is a telephonenumber and/or a website
that one may contactabout smoking
It is ridiculous to smoketo be like others
It is hard to stop smoking49 39
54 53
24 17 3119 23
51
71 68 70 73 76
Agree somewhat
Strongly agree
62 61 61 64
19 15 24 16 18
63
81 78 85 77 82
4837
49 53
26 2135
23 23
55
74 76 72 72 76
4332 41 49
23 1626
2024
48
66 64 58 6173
Post-test of the advertising european campaign ‘Help’ –December 2005 17
To what extent do you agree or disagree that these advertisements aretrying to get the following messages over or not. This advert is trying to say…
Understanding (2)
There is a telephonenumber and/or a website
that one may contact aboutsmoking
Whole Europe WestEastSouthNorth
480949388140 64578042016519572010
There is help available tostop smoking
7211 603 1517
2955
2136Base : saw at least one advert
It is ridiculous to smoke tobe like others
% AgreeIt is hard to stop smoking
73 70 73 7677 79 71 77 8075 75 6878 7769
Total sample
Smokers
Less than 25 y.o.
81 85 77 8278 78 81 73 7885 83 88 81 8678
71 75 66 7168 6275 66 6572
6275 65 7467
66 58 617266 72
57 63 7268 7160 68 7364
Same results whatever the advert(s) seen
Post-test of the advertising european campaign ‘Help’ –December 2005 18
To what extent do you agree or disagree that these advertisements aretrying to get the following messages over or not. This advert is trying to say…
Understanding (3)
7211 213629551517603Base : saw at least one advert
You should not startsmoking
Whole Europe North South East West
Smoking harms thehealth of others around
you
Smokers and nonsmokers need to respect
each other
Smoking is absurd54 55 58 53
24 2027 20 24
52
78 72 82 78 77
Agree somewhat
Strongly agree
57 59 57 56
2018
25 21 18
52
77 7084 78 74
61 59 63 61
20 14 24 17 20
65
81 79 83 80 81
68 65 76 66
18 15 24 1117
64
86 79 89 87 83
Post-test of the advertising european campaign ‘Help’ –December 2005 19
To what extent do you agree or disagree that these advertisements aretrying to get the following messages over or not. This advert is trying to say…
Understanding (4)
Smoking harms the healthof others around you
Whole Europe WestEastSouthNorth
480949388140 64578042016519572010
You should not startsmoking
7211 603 1517
2955
2136Base : saw at least one advert
Smokers and non smokersneed to respect each other
% AgreeSmoking is absurd
78 82 78 7773 6476 73 7176 77 78 75 7672
Total sample
Smokers
Less than 25 y.o.
77 84 78 7471 78 85 81 8077 7184 79 7370
81 83 80 8182 80 80 79 8382 82 84 82 8179
86 89 87 8386 81 89 90 8384 76 89 90 7979
Same results whatever the advert(s) seen
Post-test of the advertising european campaign ‘Help’ –December 2005 20
Image
Post-test of the advertising european campaign ‘Help’ –December 2005 21
Would you say that this campaign …
Image (1)
Talks about smoking in anew way
7211 213629551517603Base : saw at least one advert
Is easy to understand
Whole Europe North South East West
Uses humour to conveythe message
Delivers a worthwhilemessage
Yes, quite a lot
Yes, definitely
54 49 53 56
31 24 40 30 27
58
85 81 89 83 83
56 45 61 59
30 22 3925 28
55
86 77 84 86 87
39 33 38 42
32 29 42 27 28
38
71 67 75 65 71
44 3551 45
33 28 4229 30
50
77 78 77 80 75
Post-test of the advertising european campaign ‘Help’ –December 2005 22
Would you say that this campaign …
Image (2)
Uses humour to convey themessage
Whole Europe WestEastSouthNorth
480949388140 64578042016519572010
Talks about smoking in anew way
7211 603 1517
2955
2136Base : saw at least one advert
Is easy to understand
% YesDelivers a worthwhile
message
85 89 83 8384 83 90 83 8189 87 93 90 8781
Total sample
Smokers
Less than 25 y.o.
86 84 86 8788 84 83 89 9189 83 92 90 8877
71 75 66 7168 6275 66 6572
6275 65 7467
77 77 81 7576 77 77 79 7477 79 80 81 7378
Post-test of the advertising european campaign ‘Help’ –December 2005 23
Would you say that this campaign …
Image (3)
Is in people’s bestinterest
7211 213629551517603Base : saw at least one advert
Is meant for people likeyou
Whole Europe North South East West
Is more memorablebecause of the paper
whistle
Is an incentive to look forinformation or help
Is interesting
Yes, quite a lot
Yes, definitely
39 36 45 38
3628
45 32 34
26
7554
81 77 72
30 26 36 30
3329 38 30 32
25
63 54 64 66 62
28 25 29 29
2218
28 20 20
19
5037
53 49 49
57 4663 60
31 25 4025 29
59
88 84 86 88 89
39 3655
35
30 22 4026
26
43
69 65 76 8161
Post-test of the advertising european campaign ‘Help’ –December 2005 24
Would you say that this campaign …
Image (4)
Is in people’s best interest
Whole Europe WestEastSouthNorth
480949388140 64578042016519572010
Is more memorablebecause of the paper
whistle
Is meant for people like you
7211 603 1517
2955
2136Base : saw at least one advert
Is an incentive to look forinformation or help
% YesIs interesting
75 81 77 727254
77 75 6980
6183 84 79
54
Total sample
Smokers
Less than 25 y.o.
63 64 66 6259 53 60 63 5762 64 5969 6054
50 53 49 4965 63 60 70 6659
4259 62 59
37
88 86 88 9088 90 84 88 8990 91 88 90 9184
69 76 816165 59
6979
6077 78 79 86
6965
Post-test of the advertising european campaign ‘Help’ –December 2005 25
Impact
Post-test of the advertising european campaign ‘Help’ –December 2005 26
Would you say that the advert(s) made you …
Impact among smokers (1)
Want to stop smoking
2010 2136645420165Base : smokers who saw at least oneadvert
Think about the value ofhelp in quitting smoking
Whole Europe North South East West
Think about thebehaviour of smokers in
the presence of non-smokers
Think that smoking isabsurd
Think about your smoking
Yes, quite a lot
Yes, definitely
36 29 37 39
25 21 31 23 23
34
61 55 60 60 62
34 34 40 33
28 1935 19 27
32
62 5169 59 60
28 22 26 31
25 20 25 27 25
23
53 43 47 53 56
16 14 23 1418 17 20
2216
19
34 36 34 4530
36 32 41 36
2828
35 20 27
26
64 5467 61 63
Post-test of the advertising european campaign ‘Help’ –December 2005 27
Would you say that the advert(s) made you …
Impact among smokers (2)
Want to stop smoking
Whole Europe WestEastSouthNorth
1501888529*452
Think about the behaviourof smokers in the presence
of non-smokers
Think about the value ofhelp in quitting smoking
2010 165 420 780 645Base : smokers who sawat least one advert
Think that smoking isabsurd
% YesThink about your smoking
61 60 60 6260 6748
6255
Total Smokers
Smokers - Less than 25 y.o.
62 6959 6061
73
4662
51
53 47 53 5649 44 4056
43
34 3445
3025 27 3319
36
64 67 61 6466 6553
7254
*Base is too law to give results
Post-test of the advertising european campaign ‘Help’ –December 2005 28
Would you say that the advert(s) made you …
Impact among non / former smokers (1)
Made you want to lookfor information for
yourself or those aroundyou
5189 148921701093437Base : non-smokers or former smokers whosaw at least one advert
Could encouragesmokers to show more
respect for non-smokers
Whole Europe North South East West
Could prevent peoplefrom starting smoking
Gave you a betterunderstanding of the
difficulty smokers havequitting
Yes, quite a lot
Yes, definitely
31 23 38 32
2727 30
25 27
21
58 48 53 63 59
32 33 35 31
32 32 37 27 30
32
64 64 70 62 61
12 9 15 1315 13 18 16 13
11
27 24 27 31 26
23 21 27 21
30 32 33 29 30
18
53 50 54 56 51
Post-test of the advertising european campaign ‘Help’ –December 2005 29
Would you say that the advert(s) made you …
Impact among non / former smokers (2)
Made you want to look forinformation for yourself or
those around you
Whole Europe WestEastSouthNorth
3307563021111499
Could prevent people fromstarting smoking
Could encourage smokersto show more respect for
non-smokers
5189 437 1093 2170 1489Base : Non/Former smokers who sawat least one advert
Gave you a betterunderstanding of the
difficulty smokers havequitting
58 5363 5962 59 51
7260
48
Total Non/Former Smokers
Non/Former Smokers - Less than 25 y.o.
64 70 62 6168 72 76 68 6361
27 27 31 2627 29 24 32 2524
53 54 56 5160 6352 61 63
50
% Yes
Post-test of the advertising european campaign ‘Help’ –December 2005 30
Attribution
Post-test of the advertising european campaign ‘Help’ –December 2005 31
Attribution
4742
19
8 6
Europe
In your opinion, who was behind this campaign ?
Health Charity
Government
European Union
Pharmaceutical Company
Tobacco industry50 53
19
9 7
West55
15 18 137
North
35
44
17
5 3
South 50
1724
8 7
East
Post-test of the advertising european campaign ‘Help’ –December 2005 32
Key learnings
Post-test of the advertising european campaign ‘Help’ –December 2005 33
Key learnings
Good level of recall of the campaign, particularly among the core targets (youth)Overall, 48% of the population aged less than 25 remember seeing the campaign
Although, due to the low level of pressure and repetition in the media plan, alarge part of the population saw only one advertFor 2006, one unique wave of campaign with more pression applied and repetitionwould probably be more impactful
Highly appreciated campaign in all countries and targets 83% of young Europeans (less than 25) liked the campaign. (76% of Europeansliked the campaign, and 35% definitely liked the campaign)Higher performance of the campaign in the South, East, West, than in the North
Good understanding of the messages and the communication approach(humour, paperwhistle, absurdity…)
81% thought the advert was trying to say that it is ridiculous to smoke
Post-test of the advertising european campaign ‘Help’ –December 2005 34
Tables per country
Post-test of the advertising european campaign ‘Help’ –December 2005 35
Recall and liking per country
Post-test of the advertising european campaign ‘Help’ –December 2005 36
Recall and LikingTotal sample « 15 and over »
74221381248Denmark653422181922Estonia692211101136Finland683619122156France82191071116Germany84211281119Greece664222182738Hungary802922121655Ireland792513101734Italy744026192435Latv ia663223202139Lithuania72241291527Luxembourg823017131831Malta67201081120Netherlands813520142340Poland892616111637Portugal914428212942Slov akia793416132524Slov enia813219152053Spain561696932Sweden723425111775UK
773418102128Czek republic7818871119Cyprus77241391522Belgium79261481727Austria
Like the campaign(sub-total yes)
Remember atleast 1 advert
RememberPassivesmoking
RememberCessation
RememberPrevention
Remembera campaign
Post-test of the advertising european campaign ‘Help’ –December 2005 37
Recall and LikingSmokers
712416101461Denmark624229192734Estonia672611131147Finland633921142562France782713111420Germany802311101123Greece724322182646Hungary713728161872Ireland743419162158Italy684229182542Latv ia603524212445Lithuania752912102237Luxembourg883017141936Malta722413101332Netherlands843417142248Poland883524162147Portugal924633223149Slov akia743817182834Slov enia783625162355Spain5718971149Sweden684331132088UK
753620172041Czek republic7819971224Cyprus773417172033Belgium783117112037Austria
Like thecampaign (sub-
total yes)
Remember atleast 1 advert
RememberPassivesmoking
RememberCessation
RememberPrevention
Remember acampaign
Post-test of the advertising european campaign ‘Help’ –December 2005 38
Recall and likingLess than 25 years old
794330202257Denmark845940403627Estonia794424202640Finland766236314063France913215191715Germany853118161320Greece746743393841Hungary774440242463Ireland824426203438Italy826943414644Latvia786053444248Lithuania784426172824Luxembourg803920212626Malta644422212725Netherlands905436243239Poland955033243142Portugal937051364952Slovakia805325263936Slovenia844224232960Spain583120141939Sweden775635293288UK
855734253427Czek republic892314101317Cyprus794327222520Belgium804931163435Austria
Like thecampaign (sub-
total yes)
Remember atleast 1 advert
RememberPassive smoking
RememberCessation
RememberPrevention
Remember acampaign
Post-test of the advertising european campaign ‘Help’ –December 2005 39
ImageTotal sample
50355651454958396348382948423673495037344043604549
Is meantfor peoplelike you
89809988959589938087818988909281948285878588919295
Is easy tounderstand
71727869858685717583727675756882787587787681718079
Useshumour toconv ey themessage
68607879888586577858637374787168714877796080625471
Is morememorablebecause of
paperwhistle
93798393949691859284844687948790888892878387949384
Is inpeople's
bestinterest
70505970807967386762534565676868655760335265755748
Is anincentiv eto look for
informationor help
587183Denmark636784Estonia617592Finland717084France807977Germany868691Greece687074Hungary777790Ireland777087Italy705962Latvia617269Lithuania776284Luxembourg837986Malta476078Netherlands786386Poland908288Portugal927293Slovakia796287Slovenia837892Spain465772Sweden706687UK
786889Czek republic817888Cyprus816989Belgium737587Austria
Isinteresting
Talksabout
smoking ina new way
Deliv ers aworthwhilemessage
Sub-totalYes
Post-test of the advertising european campaign ‘Help’ –December 2005 40
ImageSmokers
62475964757465286652443758636966625364284961674936
Is anincentiv eto look for
informationor help
74607174736879588154534245756577655867516151767553
Is meantfor peoplelike you
90878195959790828882844483969189908995878989989773
Is inpeople's
bestinterest
565472608681Denmark685476607779Estonia755984718192Finland446875679484France687177688673Germany668085778289Greece666663709179Hungary806972739185Ireland627471687484Italy616371547849Latvia565476687362Lithuania517376528585Luxembourg789069758190Malta594673589477Netherlands857784629285Poland8190917810090Portugal848781699394Slovakia838270688088Slovenia767779818996Spain434773538377Sweden637170629286UK
768384768990Czek republic637463678591Cyprus588384628783Belgium676973719180Austria
Is morememorablebecause of
paperwhistle
Isinteresting
Useshumour toconv ey themessage
Talks aboutsmoking ina new way
Is easy tounderstand
Deliv ers aworthwhilemessage
Sub-totalYes
Post-test of the advertising european campaign ‘Help’ –December 2005 41
ImageLess than 25 years old
68605076797667437165605463637858596170486174825146
Is anincentiv eto look for
informationor help
55407457535674486465443741553683596243554659755458
Is meantfor peoplelike you
98908798949892839585905686909189898996928588969580
Is inpeople's
bestinterest
707379738582Denmark868483748790Estonia876693788594Finland548069768286France808376809480Germany718581908189Greece737673689281Hungary838072739088Ireland777980668893Italy848178658973Latv ia787573768181Lithuania637080598789Luxembourg828376768086Malta695781529383Netherlands918787638993Poland869281809593Portugal919182649596Slov akia898263588892Slov enia818478809995Spain735065438083Sweden837575668998UK
838372718891Czek republic689371869196Cyprus577983799287Belgium757872809590Austria
Is morememorable
becauseof paperwhistle
Isinteresting
Useshumour to
conv eythe
message
Talksabout
smokingin a new
way
Is easy tounderstand
Deliv ers aworthwhilemessage
Sub-totalYes
Post-test of the advertising european campaign ‘Help’ –December 2005 42
Understanding per country
Post-test of the advertising european campaign ‘Help’ –December 2005 43
UnderstandingTotal sample
86628487
1008872568377887584707777548071797882888348
Smokers andnon-smokers
need torespect each
other
88718583838482718079827683837270778182648783818576
You shouldnot startsmoking
91719192909687658380938587858382828080788793878974
Smokingharms thehealth ofothers
around you
7065768974Denmark6640626954Estonia8871818371Finland8275748477France7254627372Germany8339617465Greece6365746967Hungary7775778274Ireland8060728572Italy7660657372Latv ia8750779076Lithuania7162737971Luxembourg7366797764Malta5948597066Netherlands7960717973Poland8068788368Portugal8763688279Slov akia8774828677Slov enia8558738769Spain6157726763Sweden8091948981UK
8662757575Czek republic7857697958Cyprus6863788379Belgium7649677159Austria
Smoking isabsurd
There is tel-website that
one maycontact about
smoking
There is helpav ailable to
stop smoking
It isridiculous tosmoke to belike others
It is hard tostop smoking
Sub-totalAgree
Post-test of the advertising european campaign ‘Help’ –December 2005 44
UnderstandingSmokers
92708190
1008872588478917787688786678978808385898745
Smokersand non-smokersneed to
respect eachother
92738084898381698485757683846566748581648381858777
You shouldnot startsmoking
91709295919991678278938286848484838081788993858368
Smokingharms thehealth ofothers
around you
5874828683Denmark5543566355Estonia8673837671Finland7877717883France7145586871Germany8439606861Greece4868695873Hungary7976847575Ireland7358628074Italy6658566766Latv ia8249828682Lithuania6365707975Luxembourg6172767570Malta5340626471Netherlands7662707476Poland8061738673Portugal8467628281Slov akia8577847982Slov enia7859688469Spain4767737080Sweden7097958990UK
8364767484Czek republic7663657654Cyprus5468818086Belgium7254696858Austria
Smoking isabsurd
There is tel-website that
one maycontactabout
smoking
There is helpav ailable to
stop smoking
It isridiculous tosmoke to belike others
It is hard tostop smoking
Sub-totalAgree
Post-test of the advertising european campaign ‘Help’ –December 2005 45
UnderstandingLess than 25 years old
85688785
1009274438376867882707775548570877985898446
Smokersand non-smokersneed to
respect eachother
89808985828383698087898484878064748381818878848784
You shouldnot startsmoking
94759695909689608385969082778779747672898892898976
Smokingharms thehealth ofothers
around you
6164859776Denmark7052818572Estonia9382758873Finland8479788977France6754638374Germany8535527169Greece6574827374Hungary7377808868Ireland6859688871Italy7868737880Latv ia8669848872Lithuania7667698569Luxembourg7671827471Malta6752647667Netherlands7468728280Poland8370778369Portugal8866668377Slov akia8782858782Slov enia8562809565Spain7063757078Sweden7996968789UK
8059778080Czek republic8461738466Cyprus6068849476Belgium8053677959Austria
Smoking isabsurd
There is tel-website that
one maycontactabout
smoking
There is helpav ailable to
stop smoking
It isridiculous tosmoke to belike others
It is hard tostop smoking
Sub-totalAgree
Post-test of the advertising european campaign ‘Help’ –December 2005 46
Impact per country
Post-test of the advertising european campaign ‘Help’ –December 2005 47
Impact among Smokers
5644395164Denmark5827294342Estonia5938546056Finland5918597572France6429515558Germany7229546857Greece6454513753Hungary6933555664Ireland6432336568Italy6522424254Latv ia5737445756Lithuania6232526379Luxembourg6667546463Malta4413213130Netherlands6255586765Poland8345737474Portugal4634494752Slov akia6244586552Slov enia6634567250Spain4720374040Sweden7144676066UK
689506358Czek republic7046656374Cyprus7133486258Belgium4418404945Austria
Think about thebehav iour of
smokers in thepresence of non-
smokers
Want to stopsmoking
Think about v alue ofhelp in quiting
smoking
Think that smokingis absurd
Think about yoursmoking
Sub-totalYes
Post-test of the advertising european campaign ‘Help’ –December 2005 48
Impact among Non-Smokers
57176740Denmark46245650Estonia58276862Finland45135952France52325770Germany64337667Greece39362555Hungary57267765Ireland53236749Italy48215854Latv ia64317461Lithuania41236250Luxembourg59438077Malta47224456Netherlands62277368Poland61548364Portugal61507461Slov akia42486565Slov enia53257054Spain41266043Sweden58397061UK
50245657Czek republic55347567Cyprus54296357Belgium48215356Austria
Could prev ent peoplefrom starting smoking
Made you want tolook for informationfor yourself or those
around you
Could encouragesmokers to show
more respect for non-smokers
Gav e you a betterunderstanding of the
difficulty smokershav e quitting
Sub-total Yes
Post-test of the advertising european campaign ‘Help’ –December 2005 49
Attribution to the European Union per country
Post-test of the advertising european campaign ‘Help’ –December 2005 50
Attribution
31797
14221489663
138
10529
161385
10143
DK
511207421Denmark2326633Estonia416274012Finland33132554France84217523Germany916354320Greece63185311Hungary43153057Ireland33143646Italy5930769Latv ia88166413Lithuania86363750Luxembourg66216218Malta44112969Netherlands89204322Poland68264617Portugal66424612Slov akia816316227Slov enia24153253Spain
101295212Sweden1222256575UK
65355913Czek republic86393634Cyprus53162844Belgium37287240Austria
Tobacco industryPharmaceuticalcompanyEuropean UnionHealth charityGov ernment
This report was produced by a contractor for Health & Consumer Protection Directorate General and represents the views of the contractor or author. These views have not been adopted or in any way approved by the Commission and do not necessarily represent the view of the Commission or the Directorate General for Health and Consumer Protection. The European Commission does not guarantee the accuracy of the data included in this study, nor does it accept responsibility for any use made thereof.