Chi non fuma sta una favola! Nuova campagna di comunicazione del Ministero della Salute contro il tabagismo

Secondo i dati dell’Istituto superiore di sanità, nel 2017, i fumatori, in Italia, sono 11,7 milioni, vale a dire il 22,3% della popolazione.

Tra questi è aumentato il numero delle donne, che da 4,6 milioni del 2016 sono salite a 5,7 milioni.

Si tratta della differenza minima mai riscontrata tra fumatori uomini (23,9%) e donne (20,8%). Il 12,2% dei fumatori, inoltre, ha iniziato a fumare prima dei 15 anni.

A fronte di questi dati, il Ministero ribadisce il suo impegno istituzionale contro il fumo e si rivolge direttamente ai fumatori invitandoli a riflettere per provare a modificare un comportamento dannoso per la propria salute.

Il claim di campagna Chi non fuma sta una favola! sintetizza efficacemente il messaggio di prevenzione che si intende veicolare.

Considerati gli ottimi risultati di visibilità e gradimento ottenuti dalla campagna 2015/2016 il Ministero ha deciso di puntare sullo stesso testimonial l’attore Nino Frassica che, da convinto non fumatore, ha deciso di porre il suo estro creativo e la sua popolarità al servizio della prevenzione.

Frassica, con la sua originale ironia rivolge ai fumatori un messaggio diretto e chiaro: smetti di fumare perché il fumo è la prima causa dei tumori!.

Nei nuovi «episodi» della campagna 2018 il Professor Nino Frassica è uno stralunato psicanalista che ha come pazienti i «cattivi» delle fiabe: Grimilde la matrigna di Biancaneve e il Lupo Cattivo di Cappuccetto Rosso, entrambi fumatori, che daranno una svolta salutista alla loro vita smettendo di fumare.

La campagna prevede la messa in onda di due spot video e due spot radiofonici (della durata di 30”). Oltre alla programmazione televisiva gli spot sono presenti sul sito del Ministero della salute www.salute.gov.it e sui canali social.

In particolare, per lo Spot TV, è prevista una diffusione sulle principali emittenti televisive nazionali: RAI (in collaborazione con il Dipartimento dell’informazione ed editoria della Presidenza del Consiglio dei Ministri), Canale 5, Italia 1 e Rete 4.

Anche per gli spot radiofonici è prevista una diffusione sulle principali emittenti nazionali (RAI uno, RAI due e RAI tre, RTL102,5, RDS 100% grandi successi, Radio Deejay, Radio 105, Radio Italia Solo Musica Italiana).
(Fonte: Comunicato stampa ministero della Salute)

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