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Boogie

Boogie. Using Mobile to address smoking and inequalities I n the HELP-EU Campaign Prof Luke Clancy Director General TobaccoFree Research Institute Ireland Dublin. Smoking: mortality. Tobacco use is the leading preventable cause of death in the world 1

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Boogie

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  1. Boogie Using Mobile to address smoking and inequalities In the HELP-EU Campaign Prof Luke Clancy Director General TobaccoFree Research Institute Ireland Dublin

  2. Smoking: mortality Tobacco use is the leading preventable cause of death in the world1 655,000 people die every year in the EU as a consequence of tobacco disease2 There is a 2-fold increase in death rate in middle-age smokers (35-69) compared to non-smokers3 Smoking is a strong risk factor for six of the eight leading causes of death around the world, which include:4 lower respiratory infections tuberculosis trachea, bronchus and lung cancers chronic obstructive pulmonary disease (COPD) ischaemic heart disease cerebrovascular disease • WHO. Report – Shaping the Future. 2003 • Peto et al. 2000 Mortality from smoking in developed countries 1950−2000 • Doll et al. BMJ 2004; 328: 1519 • WHO Report on the Global Tobacco Epidemic 2008

  3. Smoking as addiction 1988 report of US Surgeon General identified cigarette smoking as nicotine addiction Similar conclusions reached by Royal College Physicians

  4. Social inequalities Education Occupation Income Health care Disease prevention Health promotion services Public policies influencing the quantity, quality and distribution of these Factors Living conditions Health related behaviours

  5. Unless Current Smokers Quit, Tobacco Deaths will Rise Dramatically in the Next 50 years — Baseline — If proportion of young adults taking up smoking halves by 2020 — If adult consumption halves by 2020 Estimated cumulative tobacco deaths 1950-2050 with different intervention strategies 520 500 500 400 340 300 Tobacco deaths (millions) 220 200 190 100 70 0 1950 2000 2025 2050 Year World Bank. Curbing the epidemic: Governments and the economics of tobacco control. World Bank Publications, 1999. p80.

  6. Background • Boogie was part of the HELP EU project which was coordinated by Ligaris (Paris) and funded by a grant from DG Sanco. • To reach the broadest audience, we utilized the media that is most accessible to this cohort: music and mobile phones. The aim was to disseminate the message of tobacco cessation, prevention and avoidance of exposure to Second hand Smoke in the frame of the Help Project to those most likely to be affected by tobacco use: the young, underprivileged members of European society.

  7. Mobile phone project Partners Segala Technologies Dovetail Technologies Rock+Roll Rescue Squad RIFTFS Collaborators ENSPSweden,Poland,Romania,Netherlands. Youth Network Coordinator, Heidelberg Help–Bucharest,Rotterdam,Berlin,Dublin.

  8. Project Partners & their Roles RIFTFS Project Co-ordinator, Management Dovetail Technologies Website hosting development to include RSS, guest lists, comments, vote rate and galleries Help-EU brand compatible Monitoring Admin tools Bluetooth Integration Database development to cover username, email password, Mobile number, country/group, smoking habits, etc. Number or users/feedbacks To build various Mobile data services to include bandwidth zero cost txts, pre paid credit, some freephone and Quitlines numbers

  9. Guinness Enterprise Centre Taylor’s Lane Dublin 8 www.dovetail.ie

  10. Project ‘Boogie’ Host 6 events between end of July 2009 and Mid October 2009. Venues were selected for availability and location. Following several meetings and contacting of Promoters throughout Europe -venues and dates were selected:

  11. Venues The Rumble – Malmo, Sweden Bluetooth boxes deployed : 4 Number of attendees : 800 Bluetooth campaign broadcasting: SMS text encouraging people to register with the Resistance Tour website Game application was developed which asked the participant five easy general knowledge questions. This was a low-profile experiment to see if a game could be used to engage the public. SMS Long code was set up which transmitted all incoming SMS messages to email. It also responded automatically to incoming SMS.

  12. Venues Sorry Ghettoblaster at Klub 55, Warsaw Bluetooth boxes deployed : 2 Number of attendees : 950 Bluetooth campaign broadcasting: Business card with QuitLine details Game application was developed which asked the participant five easy general knowledge questions. This application was localized in Polish. SMS Long code was set up which transmitted all incoming SMS messages to email. It also responded automatically to incoming SMS.

  13. Venues Blame IT!, Bucharest Bluetooth boxes deployed : 3 Number of attendees : 985 Bluetooth campaign broadcasting: Business card with QuitLine details Game application was developed which asked the participant five easy general knowledge questions. This application was localized in Romanian. SMS Long code was set up which transmitted all incoming SMS messages to email. It also responded automatically to incoming SMS. MP3s Quiz management

  14. Venues Whip It Good! Magnet Club!, Berlin Bluetooth boxes deployed : 3 Number of attendees : 910 Bluetooth campaign broadcasting: Business card with QuitLine details Game application was developed which asked the participant five easy general knowledge questions. This application was localized in German. SMS Long code was set up which transmitted all incoming SMS messages to email. It also responded automatically to incoming SMS. DJ call-out for HELP EU and Resistance Tour and threw merchandise into the crowd. MP3s

  15. Venues Factory 10, Rotterdam Bluetooth boxes deployed : 3 Number of attendees : 100 Bluetooth campaign broadcasting: Business card with QuitLine details Game application was developed which asked the participant five easy general knowledge questions. This application was localized in Dutch. SMS for prizes. Quiz management: winners were randomly selected by attendees by choosing a random number. Phone credit prizes were collected from BT info point.. MP3s

  16. Venues The Button Factory, Dublin Bluetooth boxes deployed : 4 Number of attendees : 1160 Bluetooth campaign broadcasting: Business card with QuitLine details Game application was developed which asked the participant five easy general knowledge questions. This application was localized in Dutch. SMS for prizes. MP3s Quiz management: winners were randomly selected by attendees by choosing a random number. Phone credit and Sony MP3s prizes were collected from our info point..

  17. Bluetooth point Poster Although Bluetooth was available throughout the venues it was decided after Malmo to highlight one point where help and information about the tour was available. This point has been used at all subsequent events.

  18. Phone Messages Business Card A VCARD containing the local Quitline number was sent out. All Bluetooth-enabled handsets are capable of accepting this format of message. SMS for prize An SMS Code was set up for receiving texts from participants who wished to register with Resistance Tour/Help.

  19. HELP at Bucharest Venue

  20. Publicity & Promotion Posters translated and printed locally in each country visited Flyers translated and printed in Ireland and distributed at the events Web Promotion through Facebook, MySpace, BEBO and Twitter.

  21. Poster Sample Translations done in consultation with ENSP. Printing done with help of ENSP Distributed by local youths around the city

  22. Posters

  23. Social Media Various social media platforms where used to help drive the message www.resistancetour.org The Resistance tour Web site an informative brochure website. www.twitter.com/resistancetour Twitter was used to engage with like minded people, start viral campaigns to drive people to the main Web site. Limited to 140 characters - It started the conversation. www.facebook.com Facebook was used to engage with fans following the tour. Acting as a tour repository, it provided additional information about the tour, DJs, venues and continued the conversation...

  24. Lessons learned • From the pilots: • Distance: Audience terminated communications by moving beyond transmission range . We must ensure that we keep the audience within a perimeter. • Confusion: Visuals are necessary to ensure that the audience understands what is happening on their handsets and how to react • Logistics: Local promoters should understand the aims of the project and be advised by Tobacco Control workers, ideally ENSP • Impact: At every site there was great interest. The demand for expert advice and dialogue was universal. It was not enough to send the message, the attendees wanted to engage with a person on the ground.

  25. New developments & New partners New Partners – Cognitive Air Brands - as we found there were co-sponsors in Boogie 1 events not of our choosing all along the Resistance Tour (Nintendo, Reebok, Spice, etc), phase 2 will involve selecting and soliciting support of our own co-sponsors Technology - we found that Smartphones and iPhones and PDAs and Netbooks were very common, phase 2 will involve widening the offering to investigate operating within an ad hoc wireless mesh network and enhanced use of technologies such as NFC, WiFi and RFID. Media - we found that to ensure that the project is trusted and understood much time and effort needed to be invested in reaching the cohort before and after events. To do this in a more effective and efficient manner we believe we will need to partner in advance with various high traffic blogs and social media services Training - workshop to explain the project, lesson learnt and the role mobile technologies could play

  26. Integration NFC -integrated into “Smart Posters”, objects in or on which readable tags have been placed (posters, billboards, magazine pages, even 3D objects) Can deliver a wide range of benefits cost advantages over other means of communication ease of implementation automated interactive communications with target audiences Can leverage: Touch screens, motion sensors, biometrics Cloud computing and Social Media Ubiquitous consumer technology (smartphones, tablets ..) Boogie 2 will create a more personalised Natural User Interface that will build stronger and more lasting relationships

  27. Thank you

  28. Quiz user Journey An installation file (ResistanceQuiz.jar) is sent via the Bluetooth box to mobile phones in the proximity

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