Health Communication Media and Tobacco Control

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Health Communication Media and Tobacco Control

• Oona Powell
• Senior Health Communication Specialist
• Health Communications Branch
• Office on Smoking and Health
• Centers for Disease Control Prevention

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CDC Office on Smoking Health

• Vision A world without death and disease caused
  by tobacco consumption

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CDC Office on Smoking Health

• Goals
• Prevention of Youth Initiation
• Reduction of Exposure to Secondhand Smoke
• Increased Rates of Cessation
• Reduction of Disparities in Tobacco Consumption
• Strategic Priorities
• Support for Global Tobacco Control
• Sustaining State Programs
• New Product Information Dissemination

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Health Communications Branch Activities
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Chew Older (Radio)
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The Counter-Marketing
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What is Tobacco Counter-Marketing?

• Marketing and communications efforts aimed at
  countering the marketing efforts of the tobacco
  industry and other pro-tobacco influences.
• Can include efforts such as media advocacy,
  public relations, media literacy programs, and
  grassroots efforts, as well as counter-advertising
  through paid media channels, such as TV, radio,
  billboards, the Internet, and print media.

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Qualities of a Good Counter-Marketing Program

• An Effective Counter-Marketing Program Must Be
• Long-term
• Synergistic (not isolated components)
• Integrated into the larger tobacco control
  program
• Culturally competent
• Strategic
• Evaluated
• Adequately funded

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What Works?Counter-marketing programs with the
following characteristics are more likely to
succeed

• Specific outcomes
• 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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Same Considerations Regardless of Size of Budget

• Outcome(s) desired
• Target audience(s)
• Strategy
• Media interventions available paid earned
• People resources
• Budget
• Timing
• Evaluation

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Strategic Planning Get the Most for Your Money

• Planning helps focus the program
• so that ...
• the program isnt trying to do too much
• limited funds are not fragmented
• activities match goals and objectives
• counter-marketing efforts complement broader
  tobacco control efforts

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Planning With Scarcity Mentality

• No one (not even the tobacco industry!) has
  unlimited funds
• Cant be everything to everyone!
• Must prioritize goals, audiences, messages,
  vehicles
• Focus on few things each year, set expectations
  appropriately, and plan evaluation accordingly

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What Is / Are The Overall Goal(s) OfYour Tobacco
Control Program?

• Examples of program goals
• Reduce exposure to secondhand smoke
• Increase adult cessation
• Reduce youth initiation
• Identify and eliminate disparities related to
  tobacco use

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How Many Goals Can / Should You AddressIn Your
Counter-Marketing Campaign?

• Depends on
• your overall tobacco control goal(s)
• how much money you have to spend
• whether goals will be addressed sequentially over
  time (e.g., secondhand smoke ? cessation ? youth
  prevention)
• current tobacco control environment

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Seven Steps for Planning YourCounter-Marketing
Program

• Describe the problem
• Identify target audiences
• Draft objectives
• Determine message strategies, approaches, and
  channels
• Consider collaboration
• Plan for evaluation
• Begin program development

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Step 1 Describe the Problem and Identify How
Counter Marketing Approaches Can Address it

• Describe the problem
• Specify who is affected, how, and severity
• Explain why your organization is addressing the
  problem
• Assess factors that will affect your campaign

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Step 2 Identify and LearnAbout Target Audiences

• Define
• the group(s) you want to reach
• desired outcome(s)
• how youll measure results
• Ask
• Who is most likely to be able to make the desired
  change happen?
• How specifically can you describe each group?
• How large is each group? (big enough to impact
  problem but not so broad that efforts cant be
  tailored)

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Primary and SecondaryTarget Audiences

• Primary audience(s) are highest priority for
  achieving your goal(s)
• Secondary audience(s) are either
• those who influence primary audience
• other important audiences
• How many audiences you choose depends on
• your overall tobacco control goal(s)
• how much money you have to spend

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Find Out More About the Audience(s)

• What are their attitudes and beliefs?
• Are there social, cultural, economic factors to
  consider?
• Where can they be reached?
• What are their preferences for learning styles,
  language, message content and tone?
• What are their preferences for activities, etc.?
• How involved are they in tobacco control?
• Are there any gaps in knowledge that need to be
  addressed through further research?

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Step 3 Draft Counter-Marketing Objectives

• Objectives help determine messages, set
  priorities, and establish measurable outcomes
• Objectives should be SMART
• Specific
• Measurable
• Achievable
• Relevant
• Time-bound
• Example Cessation campaign will increase of
  smokers who attempted to quit in past 6 months
  from 40 (recent measure) to 55 by X date (18
  months after campaign begins).

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Step 4 Determine Message Strategies, Approaches,
and Channels

• Approaches
• Advertising
• Public relations
• Media advocacy
• Grassroots marketing
• Media literacy

• Channels
• Interpersonal
• Community and organizational
• Mass media
• Interactive

• Select best combination for each audience
  separately
• Consider budget, time constraints, resources

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Example Messages, Approaches and Channels for
Secondhand Smoke Campaign

• Smokers
• Message Smoking harms others around you
• Approaches Grassroots marketing, advertising
• Channels Workplaces, publications that appeal
  to smokers
• Smokers families
• Message Its okay to say you mind (because of
  health risks)
• Approaches Advertising, public relations,
  advocacy
• Channels TV, radio, newspapers, interpersonal
• Restaurant owners and managers
• Message Enforcement of a smoke-free policy
  wont hurt your business
• Approaches Advertising, grassroots marketing
• Channels Trade publications, interpersonal
  (direct mail from peers)

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Elements of Strategy Statement

• Target audience
• Action you want the audience to take
• Obstacles to taking action
• Benefit the audience will perceive as
  sufficiently valuable to motivate them to take
  action
• Reason(s) the benefit and audiences ability to
  attain the benefit should be credible and
  meaningful to the audience
• Image you plan to convey through the tone, look,
  feel of the materials
• Potential channels and activities

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Develop a Logic Model

• Summarizes program components and outcomes
• Reveals gaps in logic behind plans
• Connects activities with outcomes
• Provides useful visual for program staff,
  stakeholders, partners, evaluators

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Components of a Logic Model

• Inputs whats necessary to conduct program
• e.g., trained staff and materials
• Activities what you will do
• e.g., provide media literacy training, hold news
  conferences
• Outputs what will happen as a result
• e.g., messages in news media as result of PR
  efforts
• Outcomes short-term and long-term results
• e.g., changes in attitudes about tobacco
  advertising (short-term), lower youth smoking
  initiation rates (long-term)

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ACTIVITIES
OUTPUTS
INPUTS
OUTCOMES
Awareness and change in attitudes
Placement of paid media messages
Reach and frequency of TV, radio, and billboard
ads
Budget, Staff, Stakeholders, Policy, State health
department, Ad Agency,
Changes in normative beliefs
Program Goal Increase tobacco cessation among
18-24 year olds
Increase tobacco cessation among 18-24 year olds
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Step 5 Consider Collaboration

• Decide whether to collaborate and with which
  partners
• Look for organizations with similar goals that
  might be willing to work with you
• Consider which types of partnerships would help
  to achieve objectives and not compromise your
  message
• Start by looking at organizations where you
  already have contacts

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Criteria for Collaboration

• Select organizations that can provide
• access to audience(s)
• credibility and influence with your audience(s)
• resources, either financial or in-kind
• added expertise
• co-sponsorship of events
• Also consider impact of collaboration
• time for additional planning and approvals
• minor or major changes in the program to match
  each partners needs and priorities
• loss of ownership or control

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Step 6 Plan for Evaluation

• Develop plans for formative research and
  evaluation, process evaluation, outcome
  evaluation
• Base evaluation design on counter-marketing
  objectives
• Include evaluation experts early in process

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Types of Research Evaluation

• Formative Research
• Conducted to gain insights about target audiences
• Formative Evaluation
• Conducted to determine whether materials in
  development have intended effect on target
  audiences
• Process Evaluation
• Conducted to determine whether campaign is being
  implemented as intended
• Outcome Evaluation
• Conducted to determine the impact of the campaign

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Step 7 Begin Counter-Marketing Campaign
Development

• Develop a communication plan that describes all
  elements of your campaign plan for use within and
  outside your organization
• Include budget, timeline, task assignments
• Consider conducting a program review for
  stakeholders
• Take advantage of messages, materials, and
  lessons learned from other programs
• Conduct formative research, as necessary
• Negotiate partner roles
• Consider how CM efforts will fit with overall
  tobacco control program