内容TC法规总结duringjan2015 rufree

Background&n #TopicSummary&Background&n OnJul.1,BeijingTobaccoControlRegulationscameintoeffectofficially.Thoughthelawhadbeenwellpopularizedthroughpreviouswarm-uppromotion,manyofBeijingcitizensstilllackdeepunderstandingaboutit,afurtherpromotionfortheRegulationswasneeded.AlsothefeedbacksfromsocialmediashowedthatmostpeoplesupportedtheRegulations,buttheydoubtedwhetherthelawcouldbestrictlyandeffectivelyend.Meanwhile,somesmokershadnegativecommentsontheTCregulationsontheInte.So,asthelawwascarryingout,apositivepublicopinionguidanceforthelawwasquietlyneeded.DuringMayandJune,toimprovetherecognitionrateofRegulationsamongBeijingcitizens,furtherpromotionshouldbecarriedout.FromJoJuly,toestablishBeijingcitizen’sconfidencefortheRegulationsandgainfurtherpublicsupport,positiveenmentactionsofthelawshouldbepublishedcontinuously,TCactivities&mediacooperationinmulti-channelswouldbeconducted.TCPostersPress #Topic #RU#TC DuringJan.-Apr.,2015,@TFAcooperatedwith@WHOtolaunchaTCn——#RU#,namesakeweibotopic.Inthis n,well-known starsandcelebrities luding、、、、马天宇、、、、etc.wereinvitedtospeakforTC，andshootseriesofTCposters.Underthepromotionofpostersandtopic#RU#,thepublicwascallontofollowandtakepartinthereviewingandexecutingoftheyear’sTCbills,suchasthenewAdvertisingLaw,BeijingTobaccoControlRegulations&SmokeControlRegulationsinPublicAreas,whichwouldhavelongandpositiveinfluenceon’sTCmovement. #TopicAsof2015.8.14,performanceofthehashtag#RU#InitiatedTimeBanonTobacco833.3#RU4325Thetopicreceivedmorethan32.57millionviewsand33,000discussionsduringApr.22-Aug.14.Atthesametime,manypublichealthinstitutionsthroughoutthenationvoicesupportthen,thusmade#RU#themostinfluentialTCtopicinthefirsthalfof2015. Press OnApr.21,@TFAand@WHOjointlylaunchedthetopic#RU #,andonApr.22,theseriesTCposterswasofficiallyintroducedtothepublicthroughWHO’spressconference.Thankstofamousstars'voicesupportonWeibo,inashort4days,thetopicgeneratedmorethan19.46millionviews,26,000discussions,greatcommunicationeffectwasPressTCPostersPressConference

TCPosterspressconference’sinfluence,@TFATowarmupthepressconference,@TFAandnotice,fi tar@ sportstar@ informedtheirfansoftheactivityonWeibo.

reportedthewholepressconferenceonWeibo;guests@ @@ weibointhesamedayandcalledforTC.

promoteTCpostersonWeibomeanwhile@宇@releasedpoststosupportTC,thustopic PressConference:Topic0 #RU#TopicVisits4.20-

Apr.22-26,undertheinfluenceoftheconferenceandTCstars’voicesupport,#RUwasheateduprapidlyInApr22-23@张靓颖&@宇postedweiboesabouttheTCn,whichbroughtthetopicnumerous PressConference:WeiboPostNo.of123宇1142637328951 Nine-Grid OnMay.20,justtendaysbeforetheRegulationscameintoeffect,towarmupit,@TFAcreatedapostwithninepicturestoexinthemaontentoftheRegulations,sohelpefriendstocatchthekeyinformationabouttheweiboaccounts@WHO@无烟卫生计生委活动@forwardedtheweibo Nine-Grid:Topic @TFAPageViews4.30-InMay.20-30,@TFAand@WHOwerekeeppromotingNine-Gridweibo.OnMay.22/27,fitar@,sportstar@andweibocelebrity@人不知道的事儿alsorepostedNine-Gridweibo,thetopicheatedupaccordingly.MeanwhileforWorldNoTobaccoDayfellon5.31duringMay25-May30，theweibowasfurtherspread,and450,000views,1573reposts,188commentsweregenerated.Post1Post1No.of 283卫生2244健康146Gates130471502No.ofNo.of1126314495351678112391600122012201200 Nine-Grid:Wechat PushPage1235674 Posters AstheRegulationscameintoeffect,onJul.10,#RU#TCposterswereadvertisedonoutdoormediaatBeijing,suchassubway,busstops,etc.TopopularizetheRegulations,@TFAand@WHOtookTCcelebrities’signaturegiftsandpostcardsasrewards,launchedPostersSnapshotactivitytocallonBeijinizenstofindoutandshootthoseTCpostersaroundthem,uploadthephotostoWeibo,andjoininthetopicdiscussiontosupportSFBeijing.AsofAug.1,14 friendstookpartinthe PostersSnapshot:Phase Jun.10-Jul.10，@TFAand@WHOlaunchedthephaseⅠofPosterSnapshot.Inthemonth,posted19weiboestopromotetheactivitytoitsfollowers,whichreceived77reposts,46commentsand45likes,and4friendsjoinedinthesnapshot. PostersSnapshot:Phase DuringJul.13-Aug.1，toexpandtheTCposters’influence,andfurtherraiseth attentiontotheRegulations,@TFAand@WHOlaunchedtheTCPosterSnapshotPhaseⅡunderthehottopic#RU#,meanwhile,@WHOreleasedaweibotoinformedtheactivity,total10friendsjoinedthe PostersSnapshot:Topic #RU#TopicVisits6.10-Thevisitsoftopic#RU#reasedby1.39millionintheSnapshotduringJun.-Jul.InPhaseⅠ(Jun.10-July.10),Beijinglocalweibocelebrities@爱讲冷笑话@掘逗士joinedtheSnapshot,andthefansof@宇showedgreatenthusiasmtotheactivity,asaresult,thetopicvisitsgrewby1.03million.InPhaseⅡ(Jul.13-Aug.1),thesnapshotwascoolingdown,andthetopicwaslosingitsactivityaswell,thevisitsoftopicgrewbyonly0.36million,muchlessthanthePhaseⅠ. PostersSnapshot:Topic PostNo.of152161312141004No.of1110310014100052000 Aug.5-Sep.13,tosupporttheRegulations’enment,@TFAcooperatedwithBeijingofficialTCwechattformSmoke- BeijinglaunchedaTCgameSF-Table.Inthegame,participantscouldwinMealsbysettingupSF-TableswithfriendsonWechat.Withthegame’sspreadingatWechatMoment,theRegulationsandconceptionofSFdinningcouldbewidelyacceptedandfollowed. SF-Table:Gourmet Aug.6/14,Beijinglocalgourmetsreleasedadvertorialson-endnewsapp ,GourmetChannelandWechatofficialaccountstopromotetheSF-Tablegame,andintroducedthenecessityofSFenvironmentandadvocatedSF

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SF-Table:Advertorials AsofAug.16,thereadsofadvertorialsTouTiao10552WechatTouTiao9396 TouTiao88TouTiao2071WechatAsofAug.20,thereadsofadvertorialsTouTiao6229Wechat SF-Table:WechatMomentAug.6-8，SF-TablewaspromotedatWechatMoment.In3days,morethan130BeijingwechatuserssetupandsharedtheirSF-TablesatWechatMoment,theyleftcommentslike‘beaSFfoodie’and‘TCwouldbeanewfashion’tosupportSFenvironment,thesemessagesweredeliveredtoover390,000wechatSummary&1TakeadvantageofTeenager1DuringthepromotionofMarch,thestarsandcelebrities’supportbroughttheTCtopicgreatcommunicationeffect.Meanwhile,inthePosterSnapshot,thefans’passionateresponseandin ctionfurtherprovedtheteenageridols’positiveinfluenceinTCpromotion,especiallythosenstargetingyouth.2WechatMoment2SF-TableisourfirstTCactivitydesignedforWechattform.Giventhewechatusers’readinghabitandbehaviormode,localgourmetsandordinarywechatuserswereinvolvedinourpromotionbysharingand mendingSF-TableGameattheirWhchatMoment,whicheffectivelyhelpedthegame’sspreading.Meanwhile,asthegamewinnersshowedouttheirprizes,moreaudiencesweremotivatedtojoininthe1Applyaudience-friendlyactivitydesign，enhance1IntheSnapshotatJune,boththeparticipationandin ctionwereweakerthanexpected,thepossiblereasonsare:Ononehand,theactivityrequiredplentyoftimeandenergyfortheaudiencetocompleteit,whiayreducedpeople’sentiveforparticipation.Ontheotherhand,withlimitedpromotion,theactivitywasnoteffectivelyinformedbythetargetaudience.2Designnewto