T.F.R.I Boogie case studies

How does Project Boogie work?

Our target demographic shares a widespread adoption of cellphones with a deep engagement with
music. We aim to utilise these factors to disseminate the tobacco control message to our target
audience, and to collect information on the effectiveness of the campaign.

Mechanic of Mobile Project

Youth increase their ‘personal network’ (ie make new friends, get new numbers, email
addresses, etc) at music events, then integrate these new friends in their social networks
(Myspace, Bebo, etc) and discuss and plan more of these events and share content from these
events (from MP3s to pictures of themselves at the event) in a seemingly endless manner.

A young person would attend a gig (in say, downtown Lisbon, Dublin or Munich) having become
aware about this HELP gig through a mechanism such as traditional postering or Myspace. The target
will have been offered the opportunity to win tickets or just RSVP or download MP3s for passing on
awareness about gig to their social networks.

They will be offered the opportunity to opt-in to Project Boogie. They will attend and be contacted
via Bluetooth on their mobile. Furthermore, all attendees at the concerts will be alerted to Project
Boogie by the performer and through the venues video displays. This service will ask them if they
want to join if they have not joined already. Free music and future tickets and back-stage access will
incentivise them to opt-in, which will further build their connection to the project and extend their
social network. They then will receive free content and a free return path that will have mobile and
online links to HELP messages, and direct HELP multimedia for more advanced phones.

Effectively, we will have sponsored their experience, rather than just advertised during the breaks.