Mass Media Campaign : Sponge

“Sponge” campaign reproduced by the World Lung Foundation with permission of the Cancer Institute, New South Wales, owner.

Timeline

• Sponge Timeline

Budget

• Sponge Remake Campaign Peer Review
• Sponge Remake Tobacco Brief to CCO

Formative Evaluation

• Sponge Quantitative Pre-testing Final Report
• Sponge Original Pretesting Report Extract

TV Creative

• Sponge Campaign: new & old storyboard

SUPPLEMENTARY MATERIALS
Radio Creative

• Sponge Remake Campaign: Generic Radio 30 Second Script
• Sponge Reamke Campaign: Radio Script for NSW – 28 September 2007

Outdoor Creative

• Sponge Remake Campaign: Why Smokers Cough

Print Creative

• Sponge Remake Campaign: Press Ad

Paid Media (Media Brief & Plan)

• Media Planning Process (Media Brief)
• TV Media Plan

Earned Media Examples

• Communications – Media Release – The Iconic SPONGE Returns to NSW TV
• Campaign Briefing Q&A for Bloomberg CD
• Sponge Campaign – John Bevins Speech at Launch

Outcome Evaluation

• WLF – Tobacco Tracking