Tobacco Documents Online

1 APPENDIX B Ii,?FOTA3 POARD i~1L ;iING 30T}i MARCH )2EPORT ON IMi~~°t.FLY PROJi.ECT (S.T..G;.P.) l. On thc brzsis of I3ozr.d discu:>sions ~iL thc Octobcr mcet.5..i<j, S)1',dr1 ~~,erc asked Lo advance the timing of the de•vTelopment to be substantially completed by the next Doard meetincg. 2. In particular, SANP ;,as instructed "to prepare a specific t~?st campaign agreed by t.he NMA, for review by the Board of Directors" at the March meeting. 3. This note is being prepared to meet Secretariat requirements. An update, following visits to Australia and New Zealand, will be made on 30th March. 4. The f.ollowi:ic has been the sequence of events in the development of tl~e '~3ayfly project since the October Board m.eet:;_ng . (a) Broad discu-csion on thc principle and general so tn(linc{ of NMA opinion at Frankfurt workshop l.l_th-13th -,;ovemiDcr, 11,80. (b) Fstablishment of criteria for selection of issues anCi at SEI:•7P meeting Berlin 14th November, 1900. (c) Detailed discussion with Mayf ly team and NMA representatives London, November, 1980. Agreement to participate by Australian and New Zealand NMA's. (d) Briefings for NMA's and local agency in Sydney 11th and 12th December, and Auckland 15th and l6th December, conducted by A. Worster (Ogilvy & Mather, London) representing the Mayfly team. (Agreed_issues and targets are listed at item 5 below) ~ (e) Buc~,gets to be spent on campaign development and testing up to end March, 1981, were arrived at and apnroved by Chair Company by 22nd December, 980. - r1i tJl ~ ~ ~ /... ..~ ~

1 2 (f) Development budgets, consultancy fees, travel expenses etc. to end M~irch, 1981 estimated at $105,200 as previously reported and agreed. (g) Three-month situation report for December despatched to chair Company, and subsequently, by Secretary-General, to all members. (h) Available material relevant to the development of test campaign, produced by other NMA's and member companies called for and despatched. (i) Catalogue of similar material planned, to be offered to all NMA7s; to be put in hand following implementation of information system. (j) Revie~~1 of campaigns in Australia and New Zealand including research and creative developments, planned for 23rd-24th February (Sydney) and 26th-27th (Auckland). A. Worster and A. Egerton will conduct the review. (k) lteport of current status of dovelopments will be presented to Board on 30th March. 5. The issues to address and relevant target audiences were discussed in London, Sydney and Auckland. It was agreed that Social Acceptability, particularly public smoking, was the primary issue in both markets. In subsequent meetingsthese were further defined as follows: (a) Australia Copy objectives and strategy were agreed. Meeting noted consideration for non-advertising solutions. Strategy guidelines and relaL-ed target audiences were defined as:-- (a) Social acceptability: Non-smoking public, with emphasis on moderation and fairplay. (b) Market Freedoms (Restrictions): Federal Government - State Governments - Local Governments advertising prohibitions.- smoking restrictions on ~ public transport, in hospita lR N etc. ~ ~ ~ ,~ - advertising restrictions at sports grounda, smoking ~ W prohibited in libraries, ctc,~ 0

1 - 3 - Self-Regulatory Bodies - advertising restrictions. Private Enterprise - smoking restrictions on restaurants, etc. (b) New Zealand The key issues for New Zealand were confirmed:- 1. The passive smoking issue. 2. Freedom of choice to smoke. It was agreed that whilst the maintenance of smoking as a socially acceptal~le pastime was the ultimate goal of this campaign, the achieveable short-term strategies to be addressed would be as outlined above. It was agreed that the anti-smoker and non-smoker would make up the primary target. Secondary targets would relate to the various politically motivated sub-groups. 6. In order to meet the Board's requirements, it has been necessary to compress budget expenditure disproportionately into the first quarter of the year. As noted in 4(f) above, and previously reported, the budget requirement for the first quarter is $105,200. 7. we cannot at this stage say specifically what future expenditure may be needed to complete development of the test camnaigns but we shall have a report on this at the t~iarch 30 pr.esenta~ion. 8. Tff the results of: the tcst; in 71u:,t rn7..i a, nc1 New 7n,i,l tind axc encouraq.i.ng, lt :;eClils p1-n1>~lhlc llial, oLhc,i: NN%1's wiJ 1 w,_int to call upon thc i,olp of the Mayfly team for similar services and we believe that this would complement ZN1-'OTAB's policy of developing and supporting NP•1A's. 9. The possible costs for remainder of 1981, including providing such a service and developing tested campaigns for two more NI~tA's (along lines similar to those adoptedin F~sstr4lia and - New Zealand) are estimated as follows:-- A r Cr ativ re r h a d d velo m osts f nt ~US . p e e sea c n e c o e 2 additional NMA's. 60,000 B. Consultants expenses and travel costs - 2 visits to 2 Nh1A's. 20,000 /...

-- 4 - C. Consultants costs for 3 SAWP meetings overseas (inc. NT1A workshop). 8,000 D. Developing print and video information package for NMA's. 7,000 E. Contingency. 10,000 F. Total. 105,000 G. 0&Ni consultancy fee April-December inc. @ £5,000 per month =-$12,000. 108,000 H. Grand Total. 213,000 I. Balance from previously submitted budget. 116,800 J. Additional funds requested. 96,200 10. Decisions are now requested on following points : (a) To continue the project in principle (b) The facility to extend this service to other NMA's as requested, in which c~i:,e the budget suggested in Item 9 is reque_;tec3. In przcLice this would fund development of up to 2 more test campaigns (as detailed in 7 and 8).