Campaign: Second Opinion

Jane Curtin, Irish Cancer Society comms manager, handled PR for the workplace smoking ban lobby in Ireland

The most impressive aspect of the Big Smoke Debate was the ability to get 34,000-plus Londoners to react positively to the possibility of a smoke-free city and to initiate the debate on a workplace smoking ban.

But it is important to note that paid-for advertising and distribution of the Mayor's newspaper also promoted the response, while the campaign was launched under the umbrella of the LHC.

On review of some of the press material, it would appear that the health arguments (such as passive smoking) did not feature that prominently.

In Ireland, in all of our press releases (both proactive and reactive) and letters to editors, we kept reverting to the health argument.

There was also little mention of opposition to the campaign and how this was handled. Timely reaction to opposition to the workplace smoking ban, mainly from the hospitality and vintner sector in Ireland, was a crucial part of our campaign.

The Big Smoke Debate campaign by M&F also seemed very media-based. There was little mention of other tactical activity such as how alliances with other health and anti-smoking groups were formed and how opposition from politicians and policy makers was handled.

Creativity: 2

Delivery: 4

6 out of 10

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