Targeting

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Targeting
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Key findings from 2001 on targeting
Targeting decisions should address the tendency
of smokers to deny that a cessation message is
meant for them

• UNDENIABLE CHARACTERISTICS
• Every cigarette you smoke is doing you damage
• Smoking in the presence of others
• Pregnancy
• Ethnic and cultural backgrounds

Source Smoking Cessation Media Campaigns from
Around the World- CDC/WHO 2001
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Different targets for tobacco control campaigns
Smokers
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Target audiences
Q. What was the primary target audience for your
campaign?
81 (26) carried out research to understand
smokers better
Base 32 respondents
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Different approaches to targeting cessation
campaigns
Demographic targeting
Behavioural targeting
Ethnographic targeting

• Youth
• Family
• Services
• Professionals

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Demographic targeting

• HEALTH CANADA
• Targeted lowest hanging fruit
• 40-54 year old smokers
• Most likely to take action in reaction to
  cessation campaign
• Most likely to have high intention and desire to
  quit
• Most likely to succeed in quitting

Many campaigns specifically targeted lower social
economic groups due to higher levels of
prevalence.
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Targeting youth
The nature of youth may cause them to reject
messages targeted to them out of defiance,
encouraging rather than discouraging them to
smoke. Youth may respond better to adults
cessation messages not directly targeted at
them, as these messages tend to de-normalise
smoking in general (WHO/CDC)

• BRITISH COLUMBIA CANADA
• Young adults are considered by tobacco
  companies to be the most likely to quit and the
  most susceptible to pressure to quit from family
  friends
• Sceptical audience demanding integrity
• Find new ways to communicate with them e.g. new
  technology vs. tv
• Stressful lives ? stress message

• ENGLAND
• Focus on Motivations that matter now
• Reasons for smoking are different for girls
  boys both are motivated by attractiveness to
  opposite sex
  
  Boys
  smoking is affecting your penis
  Girls smoking is
  making you dirty disgusting now

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Targeting youth ctd.

• VERMONT - USA
• Targeted group with highest prevalence
• 18-24 not in college
• Other 18-24 25-29 secondary target
• Group in transition no current
  responsibilities
• Focus on damage that could happen NOW
• Pam Laffin proof that you can die from smoking
  young
• Impotence skin damage messages

• NIGERIA
• Targeted general population, but focussed target
  on youth
• We decided to target the youths because they are
  the target of promotion and marketing activities
  of tobacco companies
• Smoking kills
• Smokers can quit
• Youths are the target of tobacco companies

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Targeting family
RESPONSIBILITY SHIFT FROM INDIVIDUAL ? FAMILY

• MEXICO
• Emotional consequence physical consequences
• Mother lung damage to son caused by her
  smoking
• Father daughter crying because father had a
  heart attack

• ENGLAND
• Emotional consequences campaign aired post
  Christmas at key family time
• 2 angles
• Emotional consequences for family of losing a
  loved one there is no such thing as a
  considerate smoker
• Focussed on difficulty of having to tell your
  children you have cancer
• This is a new thought that they should be loving
  responsible parents or family members many had
  not been made to consider their smoking in this
  way before (Source CRD Dec 2004)

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Targeting to create demand for services

• WISCONSIN - USA
• Targeting based on delivering demand for services
  maximise access to Quitline for greatest number
  of smokers
• Largest population lower social economic
  Caucasian population
• 3 Action research papers to understand quitting
  process
• Systemic change offers the potential for
  permanence. Media alone is ephemeral

NOVA SCOTIA CANADA Understood who was calling
the helpline in other states mirrored profile.
Also targeted low-call populations to boost
demand e.g. youth
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Targeting professionals

• POLAND
• Making the case for communications
• Targeted smokers and those professionally
  responsible for smokers (health professionals/
  legislators/ policy makers)
• - Stimulating public discussion on health
  hazards of smoking
• Convincing as many smokers as possible that
  breaking the habit is feasible

• SYRIA
• Face-to-face interview campaign targeting doctors
  to
• Encourage them to stop smoking
• Encourage them to promote stopping smoking
• SHIFT FROM TREATMENT ? PREVENTION

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Behavioural targeting

• YUKON CANADA
• Range of messages to cover different stages of
  readiness
• Campaign followed 4-5 stages of change
  successively
• Campaign featured real smokers
• Over time campaign broadened to target more
  people

• MINNESOTA - USA
• Target 63 of smokers who want or are planning
  to quit to encourage them to join QUITPLAN
• Majority of smokers were choosing the least
  effective way to quit
• 85 quit attempts cold turkey
• Capture that group that is in
  contemplationsometimes they just need that
  little push. I tell my patients There is no big
  secret here. Get motivation, get a plan and work
  the plan Cessation Expert

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Ethnographic targeting
NEW ENGLAND USA Campaign targeting Latino
population as few Latinos were calling the
helpline

• UK- QUIT ASIAN ARABIC HELPLINES
• Targeted Muslims during Ramadan fast, by talking
  to Muslins through Muslim Imams, Tobacco
  Retailers, Restaurant Owners and Workers
• This group had nearly double the national
  prevalence associated morbidity and mortality
• Ramadan is the perfect opportunity to motivate
  change due to fast and abstinence mindset they
  become contemplators

• NEW ZEALAND
• Campaign targeting Maori population
• Smoking rates are higher
• Lower success rate at quitting on their own
• Strong family responsibility amongst Maori
  smokers 20-40s

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How to choose a target?

• Key questions
• Prevalence issues low or high hanging fruit?
  Is there a cohort effect? Who has the strongest
  intention/ desire to quit? Who is most at risk?
• Budget can you afford to target everyone or
  should you go niche? Do you have enough budget
  to target over time?
• Policy context how important is it to change
  societal attitudes towards smoking??Broader
  target
• Cultural context does your market have strong
  cultural issues?
• Support can you deliver support and
  fulfilment materials to your target? Who do you
  need to target most to drive demand for
  services?
• Effectiveness how easy will it be to measure
  the effectiveness of your campaign on your
  chosen target?
• Industry who are they targeting?

Efficiency effectiveness what is the most
efficient way to reach your target?
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