E-cigarettes
Review of e-cigarettes and movements in our members' countries
NoDam Campaign
A Model for Youth Anti-Smoking Initiatives
South Korea initiated the campaign to protect its youth and promote a culture of tobacco-free living.
The campaign cleverly uses youth-friendly language and internet slang to resonate with its target audience.
In recent years, the rise in youth smoking has become a global public health concern. Various countries have launched initiatives to combat this trend, and South Korea’s NoDam (Tobacco Free) Campaign stands out as a successful example. This article explores the NoDam Campaign, detailing its inception, objectives, strategies, and outcomes, offering valuable insights for other nations seeking to implement similar initiatives.
The Genesis of the NoDam Campaign
“NoDam” is an acronym derived from “Non-Smoking” in Korean.
The NoDam Campaign was launched in response to a concerning increase in youth smoking and the growing market share of flavored and novel tobacco products targeting children and young adults. Recognizing the need for a proactive approach, South Korea initiated the campaign to protect its youth and promote a culture of tobacco-free living. “NoDam” is an acronym derived from “Non-Smoking” in Korean, and the campaign cleverly uses youth-friendly language and internet slang to resonate with its target audience.
Campaign Objectives
Campaign Objectives
The primary goals of the NoDam Campaign are:
- To protect youth from tobacco.
- To create a nationwide tobacco-free environment.
- To disseminate anti-tobacco messages using language that resonates with young people.
Target Groups
The main target group is youth, with the public as a secondary audience. By focusing on youth, the campaign aims to instill tobacco-free values early, reducing the likelihood of future smoking habits.
Strategies and Activities
The NoDam Campaign employs Integrated Marketing Communication (IMC) strategies, combining advertising, digital campaigns, promotions, and public relations to spread its message.
Key activities
Key activities include:
- Youth-friendly anti-tobacco messages : Developing and disseminating youth-friendly anti-tobacco messages.
- Social media platforms : Utilizing social media platforms like YouTube, Instagram, and Facebook to reach young audiences.
- Engaging the public : Engaging the public through news releases, media PR, and booths at public events.
By integrating these various communication channels, the campaign ensures widespread reach and engagement.
Involvement
Stakeholder Involvement
and Collaboration
Four leading organizations are involved in the NoDam Campaign:
- Ministry of Health and Welfare (MoHW): Formulates national tobacco control policies and PR strategies.
- KHEPI: Plans and executes various campaigns and advertisements.
- Korea Press Foundation (KPF): Develops a media plan based on campaign strategy.
- Advertising & PR Agency: Executes the campaign according to the planned strategy.
Financial Model
The NoDam Campaign is fully funded by the Ministry of Health and Welfare at the national level, with local governments contributing from their budgets. This financial support ensures the sustainability and reach of the campaign across the country.
Communication Techniques
Effective Communication Techniques for Youth
Understanding youth culture, language, and preferred media types is crucial for effective communication. The NoDam Campaign leverages social media, a platform widely used by young people, to deliver its messages. The campaign’s slogans and content are crafted to reflect youth language and culture, making the anti-smoking message more relatable and impactful.
Some of the slogans used in the campaign
2020
“I’m NoDam”
2021
“I hope you are NoDam”
2022
“We are NoDam Members!”
2023
“The emergence of a new tobacco-free generation, NoDam sapiens”
Challenges and Solutions
One challenge faced by the NoDam Campaign was skepticism about its effectiveness among teenagers, especially since over 90% of them were non-smokers. However, the campaign’s success in making non-smoking a cultural trend has proven its efficacy. The key was to create messages that resonated not only with the target group but also with the broader public.
Regulations on Vaping and Advertising
The NoDam Campaign addresses this by focusing on education and cultural change rather than relying solely on regulatory measures.
In South Korea, advertising all tobacco products, including e-cigarettes, is prohibited online and on social media. However, synthetic nicotine products and electronic smoking devices are exempt from this ban, presenting a regulatory challenge. The NoDam Campaign addresses this by focusing on education and cultural change rather than relying solely on regulatory measures.
Outcomes and Impact
The advertising industry and public health experts have praised the campaign, often referring to it as
‘NoDam that everyone knows’.
The NoDam Campaign has been highly successful, becoming one of the most impactful public health campaigns in South Korea. The widespread recognition of the ‘NoDam’ brand and its positive reception across various demographics demonstrate the campaign’s success. The advertising industry and public health experts have praised the campaign, often referring to it as ‘NoDam that everyone knows’.
Future Directions
Building on its success, the NoDam Campaign plans to expand its reach and deliver spin-off messages through digital media channels preferred by young people. This continuous adaptation and evolution ensure the campaign remains relevant and effective in promoting a tobacco-free culture among new generations.
Conclusion
The NoDam Campaign serves as a model for youth anti-smoking initiatives, demonstrating the power of strategic communication, stakeholder collaboration, and cultural resonance. By understanding and addressing the unique needs of its target audience, the campaign has successfully created a tobacco-free movement that other countries can learn from and emulate.
References
- Picture : Tobacco Advertising campaign in Korea, https://nosmk.khepi.or.kr/ntcc/eng/subIndex/776.do
