Office of Tobacco Control launches television and radio campaign on introduction of smoke-free workplaces

A television and radio advertising campaign by the Office of Tobacco Control (OTC), to raise awareness about the introduction of smoke-free workplaces from 29 March next, was launched today (Tuesday, 2 March 2004) by the Minister for Health and Children, Micheál Martin TD.  The creative work on the campaign was carried out by McCann-Erickson Dublin and the campaign will commence on the country’s television stations from today and local and national radio stations from Monday, 8 March next.  The campaign will consist of two television ads – one based in a bar/restaurant and the other in an office – and a radio ad.

The campaign theme will be Smoke-free Works – in the sense that the legislation has been introduced to protect people from the adverse health effects of second-hand smoke while at work and that smoke-free works for health.  The OTC’s campaign will be part of the integrated Smoke Free at Work public information campaign.

“The first phase of the campaign will focus on informing the public about the adverse health effects of second-hand smoke – namely that it causes lung cancer and heart disease – as well as communicating the date on which the new smoke-free workplace legislation comes into force, 29 March next,” the OTC’s Director of Communication and Education, Valerie Robinson said.  

Ms Robinson said that television, radio and trade press are the primary media which will be used for the first phase of the campaign and that the second phase of the campaign will build on the awareness created by the first phase and outline enforcement arrangements.  Ms Robinson then set out the nature of the campaign in more detail.

“The television campaign, which will run over a four-week period, will consist of two 20 second ads that will run on RTE 1, Network 2, TV3, TG4, Sky and E4.  The ads are set in two workplaces where people may currently smoke.  The first takes place in a bar/restaurant, focusing on two workers, a bar girl and a barman, highlighting the fact that second-hand smoke causes lung cancer and heart disease.  It also gives the date the law will come into effect.  The second ad occurs in an office setting, representing the wider range of workplaces, to reinforce the message that the legislation applies to almost all enclosed workplaces including factories, shops and other settings.                        

The radio campaign will consist of one 20 second ad to run on all national and local stations.  The commercial highlights the harm caused by second-hand smoke, the date workplaces become smoke-free and that Smoke-free Works for health.”

Valerie Robinson concluded by explaining that the campaign is supported by leaflets on second-hand smoke, guidance for employers, both in the hospitality trade and other employments, as well as information on the OTC website www.otc.ie.  The OTC’s campaign complements the wider public information campaign Smoke Free at Work, which provides a range of information, a website at www.smokefreeatwork.ie, and includes support materials for employers preparing for the introduction of smoke-free workplaces.