Transcript Document 7132450

Designing and Implementing an Effective Tobacco
Counter-Marketing Campaign
Linda Block – Office on Smoking and Health, CDC
Karen Gutierrez – Office on Smoking and Health, CDC
Todd Phillips – Academy for Educational Development
2002 National Conference on Tobacco or Health
San Francisco, California
November 21, 2002
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Purposes of Manual
• To provide a comprehensive guide to developing,
implementing and evaluating a tobacco countermarketing campaign
• To share the knowledge of those who have run
successful campaigns (primarily about process, but
some about content as well)
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Primary Audiences for Manual
• Tobacco control staff in State Health Departments
– Program managers
– Media coordinators and campaign managers
– Program evaluators
• Advertising and Public Relations agencies, and
other Communications contractors
• Other national and local partners and groups
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Process for Developing Manual
• CDC/OSH staff developed annotated outline
• Received input from national, state, and local
experts in topic areas
• Chapters drafted by experts in each topic area, with
input from CDC/OSH
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Process for Developing Manual (cont.)
• Reviewed by a range of people in tobacco control
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CDC staff (OSH and Office of Communication)
State and local tobacco control program staff
Advocacy and national partner organizations
Others
• Currently in CDC clearance, expected release in
January 2003
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Content of Manual
Divided into two parts
• Part I: Planning a counter-marketing program
(Chapters 1 – 6)
• Part II: Components of tobacco counter-marketing
(Chapters 7 – 11)
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Content of Manual (cont.)
Part I: Planning a counter-marketing program
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Ch 1 - Overview of Counter-Marketing Programs
Ch 2 - Planning Your Counter-Marketing Program
Ch 3 - Gaining and Using Target Audience Insights
Ch 4 - Reaching Specific Populations
Ch 5 - Evaluating the Success of Your Counter-Marketing
Program
• Ch 6 - Managing and Implementing Your Counter-Marketing
Program
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Content of Manual (cont.)
Part II: Components of tobacco counter-marketing
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Ch 7 - Advertising
Ch 8 - Public Relations
Ch 9 - Media Advocacy
Ch 10 - Grassroots Marketing
Ch 11 - Media Literacy
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CHAPTER 1: Overview of
Counter-Marketing Programs
• Overview of tobacco counter-marketing
• Qualities of a good tobacco counter-marketing
program
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Definition of Tobacco
Counter-Marketing
• The use of commercial marketing tactics (including
both paid and earned media) to reduce the
prevalence of tobacco use
• “Counter-marketing attempts to counter pro-tobacco
influences and increase pro-health messages and
influences throughout a State, region, or
community” (US DHHS 1999)
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Seven Qualities of a Good
Counter-Marketing Program
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Long term
Made up of integrated, not isolated, components
Integrated into the larger tobacco control program
Culturally competent
Strategic
Evaluated
Adequately funded
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Example of Successful Counter-Marketing
Programs: California
• Media elements: Earned media, grassroots
marketing, and paid advertising (television, radio,
billboards, transit, and print)
• Main messages: Dangers of tobacco use and
secondhand smoke; industry manipulation, deceit,
greed
• Target audiences include ethnically diverse
communities
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Example of Successful Counter-Marketing
Programs: California (cont.)
Results:
• 232 million pack reduction in cigarette sales
between 1990 and 1992 attributed to media
campaign
• Proportion of Californians who tried to quit smoking
for more than a day rose significantly whenever the
media campaign was in effect
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Example of Successful Counter-Marketing
Programs: Florida
• Media elements: Youth-directed media campaign;
“truth” brand and slogan, youth and community
activities organized as SWAT, school-based
education and training, and retailer education and
enforcement
• Main messages: Tobacco industry manipulation
• Focus on youth as primary target audience
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Example of Successful Counter-Marketing
Programs: Florida (cont.)
Results:
• Cigarette use dropped among Florida middle-school
students from 18.5% to 11.1%
• Cigarette use dropped among Florida high-school
students from 27.4% to 22.6%
• Middle-school students committed to never smoking
increased from 56.4% to 69.3%
• High-school students committed to never smoking
increased from 31.9% to 43.1%
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Characteristics of Successful
Counter-Marketing Programs
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Specific outcomes and SMART objectives
Multiple target audiences
Multiple tactics
Multiple types of change
Messages that directly support intended changes
Tailored messages and activities
Formative research
Consistency
Commitment over time
A focus on changing social norms
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CHAPTER 2: Planning Your
Counter-Marketing Program
Seven strategic planning steps:
1. Describe the problem
2. Identify and learn about target audiences
3. Draft counter-marketing objectives
4. Determine counter-marketing approaches, channels, and
program strategies
5. Consider collaboration
6. Plan for process and outcome evaluation
7. Begin counter-marketing program development
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CHAPTER 3: Gaining and Using
Target Audience Insights
• Using market research to learn more about your
audience
• Three types of research methods
– Qualitative
– Quantitative
– Quasi-quantitative
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Qualitative Research
• Gains in-depth knowledge about people’s
perceptions, motivations, and behaviors
• Can answer questions “Why?” “When?” and “How?”
• Methodologies include focus groups and 1-on-1
interviews
• Results can’t be quantified or projected to whole
audience
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Quantitative Research
• Provides estimates of knowledge, beliefs, attitudes,
and behaviors of an audience
• Can answer questions “How many?” “How much?”
and “How often?”
• Methodologies include random sampling and
convenience sampling surveys
• Results can be quantified and analyzed using
statistical techniques, and can be representative of
the audience
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Quasi-Quantitative Research
• Methodologies include central location intercepts
and theater-style tests
• Usually used to pretest messages and materials
• Used for measurement and typically involve
questionnaires with mostly forced-choice questions,
but results can’t be projected to the whole audience
because participants aren’t representative sample
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CHAPTER 4: Reaching
Specific Populations
Four stages for developing a specific populations campaign:
1. Developing cultural competence
2. Understanding specific populations
3. Conducting research
4. Developing and implementing your counter-marketing
campaign
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CHAPTER 5: Evaluating the Success of
Your Counter-Marketing Program
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Evaluation and surveillance
Types of evaluation
What evaluation can do
When to conduct an evaluation
The scope of the evaluation
How to conduct an evaluation
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Formative Evaluation
• Conducted during program planning and
development
• Helps decide what to do and how to do it
• Used to glean insights about the issue and your
audience(s)
• Used to test concepts, materials, messages
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Process Evaluation
• Planned during strategic planning stage, conducted
during implementation stage
• Helps determine if program is being implemented
as planned
• Records unforeseen obstacles and potentially
confounding environmental events to help interpret
findings
• Helps report to stakeholders what has been
implemented and progress made
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Outcome Evaluation
• Planned during strategic planning stage, conducted
during implementation stage
• Helps determine what effect you are having,
whether you’re achieving your expected short-term,
intermediate, and long-term outcomes
• Identifies unexpected outcomes as well
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How to Conduct an Evaluation
Six Steps for Conducting an Evaluation
1. Identify Stakeholders and Establish an Evaluation
Team
2. Describe Your Counter-Marketing Program
3. Focus the Evaluation Design
4. Gather Credible Evidence
5. Justify Conclusions
6. Ensure Use of Results and Share Lessons
Learned
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CHAPTER 6: Managing and Implementing Your
Counter-Marketing Program
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Setting up your counter-marketing team
Selecting contractors/RFP tips
Developing an annual marketing plan
Reviewing marketing materials
Monitoring the counter-marketing budget
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CHAPTER 7: Advertising
• Logistics: Hiring and managing advertising
contractors
• Strategy: Developing effective messages
• Creative: Breaking through the clutter
• Exposure: Reach, frequency, and channels
• Evaluating your advertising efforts
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CHAPTER 8: Public Relations
• Setting goals and selecting tactics
– Reaching your target audience
– Reaching stakeholders
• Preparing for implementation of your PR program
– Developing a PR plan
– Managing a PR firm
• Working with the news media
– Developing press materials
– Responding to negative news stories
• Evaluating your PR efforts
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CHAPTER 9: Media Advocacy
• Coordinating media advocacy efforts
• The elements of media advocacy
• Framing, developing messages, targeting your
audience
• Evaluating your media advocacy strategy
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CHAPTER 10: Grassroots Marketing
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Getting people involved
Helping those involved to become more engaged
Using community partners to reach your audience
Evaluating your grassroots marketing efforts
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CHAPTER 11: Media Literacy
• Media Literacy and Youth
• Essential Ingredients of Media Literacy
• How Media Literacy Complements CounterMarketing
• Implementing a Media Literacy Program
• Evaluating your efforts
• Media literacy resources
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Appendices
• Resources (government agencies, volunteer
organizations, etc.)
• Terms to know
• Examples and tools from state programs
• Additional reading
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How to Obtain a Final
Copy of the Manual
• Mail in reply card from brochure
• Call 770-488-5705, press 2
• Order from the CDC/OSH publications catalog
online (www.cdc.gov/tobacco/pubs.htm)
• Download pdf online
Final versions will not be available until January 2003.
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Our Contact Information
Linda Block
[email protected]
770-488-5476
Karen Gutierrez
[email protected]
011-562-242-3749
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