i-Sparks Tobacco - MOTIVATION

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3. What impacts does (do) the problem(s) have on those affected by it? or: What happens if nothing happens?

tobacco making more and more money

nations health deteriorating

lost productivity / income

no help offered

lost chance to help

becoming smokers

continue habits

no change

another smoker

vicious circle

don't feel understood

2. Who / what is (are) affected?

economy

environment

tobacco industry

government

non-smokers

tempted

smokers

1. What is (are) the real issue(s)?

ISSUES with existing solutions / campaigns

smokers having a hard time identifying with ads / campaigns, etc.

no interaction

no personal touch

not inspiring

don't touch me and my needs

you don't know me

I cannot describe my personal needs anonymously

cannot be customized

need local aspect vs. generic

smokers' motivation not adequately addressed

campagin creators don't understand smokers' MOTIVATIONS

SUCCESS stories

ask: what has you made quit smoking successfully? how did it work? who helped you? how do you feel today? how do yo manage to remain smoke-free?

ask: why do you want to start smoking?

just one cigarette

curiosity

image: cool

group pressure

ask: why smoke now?

being "cool"

social

habit

addiction

LOTS of existing solutions / campaigns

medical treatments

side effects

costly

lots of (excellent) websites

difficult to start

what's good for me?

whom can I ask in my neighborhood?

where can I get personal help / support?

where can find additional information?

where can I share my story?

accomplishments

need

motivation

technical solutions e.g. apps, etc.

only reach tech-savy smokers, usually in the Western world

most smokers globally are in the former USSR, India, China

majority of smokers cannot / is not reached

1 or 2 languages only

tedious and costly to update content

majority of people may not understand content

why not another new technical app

missing USP?

copycat

not new

not hip

not viral

not social

need technical expertise

time

need resources

€?

people?