Communication Strategy for Passive Smoking Awareness Campaign

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Communication strategy
Assignment 2
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Table of Contents
Introduction................................................................................................................................3
Communication strategy............................................................................................................4
Communication Plan..................................................................................................................6
Develop on social media tool for use in your strategy...............................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11
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Introduction
This report aims to identify the impact of social media as a communication tool for spreading
awareness about the effects of passive smoking on others. Social media is a great platform to
connect with other people from all over the world. The report includes a communication
strategy plan which provides information about the campaign on social media. A risk
management plan which helps to identify the risks associated with communication strategy
and their possible solutions will be described. The stakeholders of social media and the best
ways to communicate with them will be explained in this report. This report includes metrics
which will be helpful to define the success of the campaign on social media platforms, which
indicates that the drive is going towards success. The visits and views of users on social
media help to understand the success rate of this campaign 'Passive smoking kills'. Few
tweets will be given at the end of this report related to the drive about passive smoking as
well.
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Communication strategy
The major issue is nowadays is passive smoking. It can be defined as the inhalation of smoke
that indirectly comes from someone who smokes. It is associated with the same group of
diseases as the actual smoker. It is also known as second-hand smoke directly impact on the
lungs. Children's and unborn babies are profoundly affected by passive smoking. It is
dangerous for their health. Second-hand smoking can cause sudden death, asthma, allergies
and lungs infections problems to the children. An unborn child may take premature birth,
suffers from mental illness, born with low weight etc. Social media is one of the tools which
can help to spread awareness among people. It helps to encourage people to stop smoking in
the areas where there is nearby children or pregnant women because it is profoundly affected
by them also. It is the most effective way to communicate in young adults.
Objectives
This communication will try to communicate about the consequences of passive smoking.
Most of the people thought that smoking would be only harmful to their health only. So, this
strategy wants to educate that smoking is the same detrimental or harmful to the nearby
person and unborn babies. This primary aim is to motivate for smoke-free workforces, family
members, and young adults. It is initiated to spread awareness regarding passive smoking to
the smokers that it affects their children too. It needs to build choices to quit smoking. People
need to talk about also is harmful effects (Maedel, et.al., 2018)
 To increase the awareness of the concerns of passive smoking
 To raise the knowledge regarding how children and unborn babies are effects by
passive smoking
 To maximize the price of smoking products
Stakeholders
Social media has a broad reach towards its customers, which helps to increase the interest of
people for using it more often because it helps to connect people. Its customer reach helps to
develop its popularity as a useful marketing tool for the company nowadays. It helps the
companies to not only connect with customers everywhere, but it also becomes a popular tool
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for social issues. It brings together people from all over the world to join, and response to
social problems and passive smoking is one of the most critical social problems for the world.
As a tool, social media has few stakeholders, which are the following:
Users – These are the most significant part of the social media because a user plays an
essential role in the whole social media. They are not only the most significant role but also
they are the prime target market on social media as well. People from all over the world use
social media for different purposes. More often people use it to connect with their family and
friends from another side of the world, and because of many users, it is straightforward to
make everything trending on social media which can attract many of customers from all over
the world at the same time. For the passive smoking campaign, it will be helpful to cover
more people at one shot and easy to track the campaign as well because of its users/customers
strength.
Marketing & communication team – The marketing and communication team of social
media from different companies are considered to be one of the main stakeholders of this
platform. They are responsible for making things, and the news becomes trending and for
collecting reviews as well. For effectively communicate to the marketing and communication
team, emails, the meeting will be the best communication tools.
Companies & employees – Social media is a platform and many companies, and their
employees are associated with it. Companies and employees are an essential part of social
media as stakeholders. Social media will not be complete without them. For communicating
with companies and their employees, the useful communication tool will be the legally
authorised documents from the government to run the campaign (Stahl, Anastasiou, and
Latour, T., 2018)
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Tool
The public health evaluates and measures that social media is a highly effective channel for
spread awareness. Various programs in social motivate the smoker to quit smoking and live
life without any diseases. These programs develop knowledge among people about passive
smoking. It helps to describe this issue in an excellent understanding rate. World Health
Organization provides the fund to those activities which are working for health development.
Using social media will allow them to reach a larger audience so that they can be educated
about the harmful effects of passive smoking. To achieve this, a group can be created on the
social media platforms that aim to showcase all detrimental effects of passive smoking. All
members can then have an open discussion about the concerned problem and brainstorm new
ideas about how to curb passive smoking. The group can also allow creating a campaign so
that the members can meet face-to-face and discuss it more openly. #passivesmokingkills are
used for promote the group. Apart from these specific favourite blogs and pages can help in
spreading the word about this and all the harmful effects it carries. Social media is an
excellent way to spread the word about this problem and a global level (Chen, 2018).
A series of posting regularly on social media can also help in catching attention of followers
so that they can realise about the seriousness of the issue. Also creating an online survey and
posting its results via popular blogs can show how many people are actually aware of the
problem. The short digital video will also help with gaining attention since people generally
tend to response
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Metrics
Social Networks Visits/Views Visits/Views %
Facebook 985 33.99%
Twitter 858 29.53%
Google+ 465 16.13%
YouTube 460 15.90%
Blogs 130 4.48%
The metrics mentioned above helps to identify and understand the success rate measurement
of an ongoing campaign on social media for developing awareness about the disadvantages of
passive smoking to others (including family & friends). The campaign is running on social
media with a page named 'Passive Smoking Kills' the tagline which the campaign is using is
'Don't kill family & friends'. The campaign just started a week ago and its trending on social
media. These metrics mentioned above helps to measure the impact of this campaign on
social media as counting the visits or views on social media as well. A new hash tag is
trending because of a social media campaign, which is #passivesmokingskills, which
indicates that the drive is getting attention from visitors and viewers. The Facebook has 985K
visits on its page, which are possibly 33.99 %, not high but in a week, the campaign is at its
starting stage ((Sanderset et.al., 2018).
The hash tag #passivesmokingskills is running so well on Twitter and has 858K visitors
which 29.53%. Through Google+ advertisements, it has 465K visits, which is 16.13%. On
Youtube the campaign has 460K views in a week, which indicates 15.90% progress. Some of
the bloggers are also helping the campaign through their blogs and which has overall 130K
visitors and viewers in one week that is in total 4.48%.
Overall, the campaign just started a week ago (May 13-19, 2019), and it already has many
visitors and viewers from all over the world. People are coming in supporting and campaign.
It helps to understand that the campaign is blooming and spreading awareness about the
disadvantages of passive smoking. (Misirlis, and Vlachopoulou., 2018)
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Risk Management
Social media is an excellent tool for marketing and communication in the world. It will be
beneficial to develop awareness about the campaign #passivesmokingkills to the people
worldwide. It is considered to be one of the essential communication tools, especially for
social issues such as effects of passive smoking to family, friends and others. It has many
benefits, and as a communication tool, it has some risks along with it, though, which are the
following:
Cyber threats – it is one of the utmost problems connected with social media. Things were
getting online and became problematic by each passing day itself. Internet is a blessing is
most of the ways, but it has some flaws too, and cyber-security is one of the most significant
risks associated with social media. People can change or misleading data or information
which would not be beneficial for the company (Ogawa., 2018).
Impact of word of mouth – On social media platforms, there is no assurance or guarantee of
anything because a lot of fake accounts are running on social media. The impact on word of
mouth on social media is, and it could affect the campaign as well.
Rumours – On social media, everything gets quickly trending, but the sad part is that it could
create and spread many stories rapidly without knowing anything deeply. This could affect
the positive image of the campaign negatively.
Strategies for overcoming risks
Advance security systems – The campaign should run under a healthy security system on
social media so there will be no threats or risks from cyber-attacks, and it will be helpful to
safely run the campaign (Coombs., 2019)
24x7 monitoring teams – This could be a good strategy, and if the drive can run under few
different 24x7 monitoring teams, it will be easy to detect any negative rumours and run the
campaign more effectively.
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Communication Plan
Project Information
Project Name Danger associated with passive smoking to
children and unborn babies
Project Manager
Brief Description of Project Smoking is not only harmful to the smoker. It
is only dangerous to those who are a nearby
person of the smoker. People are not aware
of passive smoking. The communication
strategy uses this issue to spread awareness
among the public by using the social media
tool. Nowadays, youngsters and adults keep
using social media to update, so it is the best
way to communicate an awareness of such
platforms.
Stakeholders Users
Marketing team
Companies and employees
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Basic Communication Plan
Overarching Key Messages A. Passive smoking is a threat to all non-smokers within the
vicinity of a smoker. Even staying a short while near a
smoker can be harmful to a non-smokers health.
B. Tobacco smoke consists of over 7000 chemicals and about
hundreds of these are toxic and known to have caused cancer.
The smoke can also worsen the conditions of lung cancer and
heart diseases (Jones et.al., 2019).
C. Passive smoking also increases the chances of lung cancer
in a non-smoker by an alarming 20 to 30 %. In US alone
more than 7000 people die of cancer caused by second hand
smoke.
D. Contrary to general belief, being with a smoker in an open
or well ventilated space will not eliminate exposure to
passive or second hand smoke (Chałubiński, 2019).
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Stakeholders(s) Communicatio
n tool
Person
responsible
Date to be
drafted
Date
published
Complete
(Yes/No)
Companies and
employees
Verified
documents are
used as a tool for
communication.
It consists of an
approval letter
from the
government to a
start its
campaign on
social media.
Project
Manager
6th May
2019
10th May
2019
Yes
Marketing and
communication
team
E-mail is used to
communicate
with the team. It
will include the
proper and
appropriate
information.
Project team
members
11th May
2019
12thMay
2019
Yes
Users Group on social
media
(Facebook,
Twitter, blogs),
Video on digital
media
(YouTube)
Content
writer of
post
13th May
2019
19th May
2019
Yes
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Develop on social media tool for use in your strategy
The Twitter strategy will include release a series of constant tweets that will highlight all the
aspects associated with harmful effects of passive smoking. The first few tweets will
comprise of explaining what actually is passive smoking and how does it harm the non-
smokers. The following tweets will describe about the global stats and figures about the
deaths and diseases caused by passive smoking. The final series of tweets will include the
methods of prevention to this problem. All these tweets will be released within a one day gap
of each other so that it gives a fair amount of time to the followers for re-tweeting them and
spread the word (Ammirato et.al., 2019).
Twitter helps to publicise the passive smoking issue. It is one of the most significant
platforms which are used by the number of users on the global level. The strategy is to post
about passive smoking in which it is described with the real case of how sudden death has
happened daily of the children because their family members are smoking addicted. It affects
to there, and it causes sudden death. Another case in which a pregnant lady affects from his
husband smoking and their newborn baby are affected by mental health. It is significant
issues which need to be discussed. Due to this strategy researcher only want to spread
awareness among the public and reduce the effect of passive smoking.
Tweets
Non-smokers are still effects from smoking health issues #passivesmokingkilsschildren
#yourheatfirst
Fathers are not concern about their newborn babies’ #beagoodfather #goodfathersneversmoke
The educated environment needs to learn about the consequences of passive smoking
#educatedpeopleheathlover
Smoking may cause the death of your child #passivesmokingturnsintodeath
You are responsible for the mental illness of your child #mychildmyresponsibility
Smoking product price needs to increase #bansmokingproduct
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