Havas Play and Arena Media analyze digital tobacco marketing on social networks

The Spanish Association Against Cancer awarded through competition to Havas Play, the transmedia content accelerator of Havas Media Network, and its media agency Arena Media, carry out an investigation for the «Observatory of the Spanish Association Against Cancer».

The Observatory is a tool that since 2010 has been aimed at understanding the reality of cancer in Spain from a global, accessible and useful approach, to help understand the different problems of this disease from its origin, since the well-being of patients implies health care, but also psychological and social care.

Thus, Havas Play, together with Arena, will lead the project in which a national study will be carried out on the social networks of Instagram, X, Youtube y TikTok, with the aim of locating all the Existing marketing strategies that communicate the exposure and promotion of tobacco and other new forms of inhalation that are replacing this unhealthy habit. The ultimate goal is to protect young people from all inputs of communication they receive in that sense.

From the Observatory, Mario López, Research Technician, states that the motivation that has led them to opt for this action is to “promote a more exhaustive regulation of “digital smoke” and encourage in the future the inclusion of good practice measures in social networks, which allow filtering the content that reaches the “child and youth population.”

The team in charge of the approach and development of this research project is led by Patricia Flores, Transmedia Director of Havas Play y Mireia Álvarez, Business Managing Partner of Arena Mediawho explain that “it is an opportunity to apply all the knowledge extracted from the analysis of communication on social networks to the study of community behavior. Furthermore, keeping a detailed track of the brands’ marketing actions, as well as the uses and perceptions of categories that are often not explicit, represents a great challenge that we take on with enthusiasm. “We appreciate the trust that the Association gives us and, once again, we are delighted to work at the intersection between communication and health.”