Designing and Implementing

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Designing and Implementing an Effective Tobacco
Counter-Marketing Campaign American Public
Health Association Annual Meeting San Francisco,
California November 17, 2003
Linda A. Block, MPH Office on Smoking and Health
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The Counter-Marketing Manual
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Purposes of Manual

• To provide a comprehensive guide to developing,
  implementing and evaluating a tobacco
  counter-marketing 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 local
  experts
• Chapters drafted by topic area experts w/ input
  from CDC/OSH
• Reviewed by a range of people in tobacco control
• CDC staff (OSH and Office of Communication)
• State and local tobacco control program staff
• Advocacy and national partner organizations
• Others
• Final publication in October 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
• Ch 1 - Overview of Counter-Marketing Programs
• Ch 2 - Planning Your CM Program
• Ch 3 - Gaining Using Target Audience Insights
• Ch 4 - Reaching Specific Populations
• Ch 5 - Evaluating the Success of Your CM Pgm
• Ch 6 - Managing Implementing Your CM Pgm

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Content of Manual (cont.)

• Part II Components of tobacco counter-marketing
• 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
• What we are countering
• Qualities of a good tobacco CM program
• Power of counter-marketing

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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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Qualities of a Good CM Program

• Long-term
• Comprehensive
• Integrated
• Culturally competent
• Strategic
• Evaluated
• Adequately funded

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CHAPTER 2 Planning Your Counter-Marketing
Program

• Get the most for your
• 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
• CM efforts complement broader tobacco control
  efforts

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Value of Strategic Planning

• Purpose is to consider options and make important
  decisions, setting priorities regarding the
  direction of the program
• Important for gaining agreement among all those
  involved in the program
• Thorough planning can help get people aligned
• Documenting the plan in writing helps keep people
  focused
• A strategic plan should be a living document,
  evolving with changes in environment / situation

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Planning With Scarcity Mentality

• No one has unlimited funds not even the tobacco
  industry!
• 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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Same ConsiderationsRegardless of Size of Budget

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

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Key to Maximizing Moneyand Effort is

• Strategy
• Strategy
• Strategy

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Strategic Planning Steps

1. Describe the problem
2. Identify and learn about target audiences
3. Draft CM objectives
4. Determine CM approaches, channels, strategies
5. Consider collaboration
6. Plan for process and outcome evaluation
7. Begin 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

• Used for
• gaining in-depth knowledge about peoples
  perceptions, motivations, and behaviors
• Answers questions such as
• Why? When? How?
• Methodologies
• focus groups
• 1-on-1 interviews
• Results
• cant be quantified or projected to whole
  audience

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Quantitative Research

• Used for
• gaining estimates of knowledge, beliefs,
  attitudes, and behaviors of an audience
• Answers questions such as
• How many? How much? How often?
• Methodologies
• random sampling
• convenience sampling surveys
• Results
• can be quantified and analyzed using statistical
  techniques
• can be representative of the audience

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Quasi-Quantitative Research

• Used for
• pretesting messages and materials
• measuring attitudes, beliefs, behavior
• Methodologies
• central location intercepts
• theater-style pretests
• typically involves questionnaires with mostly
  forced-choice questions
• Results
• cant be projected to the whole audience because
  participants arent representative sample

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Tips for Conducting Research

• Pros, cons and costs of different research
  methods
• Working with commercial marketing facilities
• Working with community partners to conduct focus
  groups
• The role of the moderator

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CHAPTER 4 Reaching Specific Populations

• Follow same basic process used to design any CM
  campaign, with additional approaches and
  considerations
• Devote adequate resources to reaching the
  specific populations in your area
• If current budget and/or information available
  wont permit reaching all audiences, decide which
  to address now and which later
• Coordinate messages with mainstream campaign

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Organizational Cultural Competence

• Requires organizational commitment to developing
  cultural competence and building capacity
• Reflected in organizations policies, procedures,
  physical environments, programs, activities,
  materials, resources
• Supported by staff self-assessment, professional
  development, training

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Defining Specific Populations

• Groups of individuals who share unique
  characteristics and may be particularly affected
  by tobacco
• Specific populations have traditionally been
  defined by cultural and/or demographic
  characteristics
• racial / ethnic groups
• groups with low
  socioeconomic status
• Not all specific populations are cultural groups
• persons with disabilities
• college students
• restaurant / bar workers
• blue-collar workers
• convenience store
• workers / owners

• rural residents
• people with certain
  religious affiliations
• LGBT populations
• opinion leaders
• legislators
• policy makers
• soccer moms

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Involving Specific Populationsin the Development
Process

• Increases community ownership of, comfort with,
  level of support for, and face validity of your
  efforts
• Include in all phases of the program
• Select people or groups that represent the
  specific populations diversity and perspectives,
  and that are credible with the audience
• Include representatives who have access to the
  audience
• media outlets (e.g., radio, TV, and magazines)
• organizations (e.g., racial/ethnic, professional,
  religious, schools)

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Complicating Factors inDescribing Specific
Populations

• Diversity within populations
• e.g., Asians or Hispanics / Latinos from
  different countries may have unique
  characteristics
• Overlap among groups who share some
  characteristics
• e.g., people with disabilities, GLBT community,
  restaurant workers exposed to SHS at work may
  also identify with racial / ethnic groups
• Level of acculturation among immigrant groups
• e.g., characteristics, attitudes, behaviors, and
  responses of recent immigrants may be very
  different from those of immigrants who have lived
  in the state / country / area for several years
• Place of residence
• e.g., people from same group living in urban and
  rural areas may be very different

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Developing Appropriate Materials

• Use language and images that are sensitive and
  appropriate
• Use native speakers to create foreign-language
  materials when possible
• Ask for and check references to ensure that your
  translators past work met client needs
• Pretest all materials to ensure that
• messages and images are clear
• content is appropriate
• language and images are not offensive to the
  target group or its community
• Conduct reverse translations to ensure that
  messages and key concepts are communicated
  accurately

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CHAPTER 5 Evaluating the Success of Your
Counter-Marketing Program

• 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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Types Of Research Evaluation

• Formative research
• up front research (usually qualitative)
• conducted to gain insights and understanding
  about target audiences
• Formative Evaluation
• pretesting of concepts, messages, materials
• pilot testing of interventions, program
  activities
• conducted to determine whether materials/activitie
  s in development have intended effect on target
  audiences

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Types Of Research Evaluation (cont.)

• Process evaluation
• conducted during program implementation to
  determine whether campaign is being implemented
  as intended
• records unforeseen obstacles and potentially
  confounding environmental events to help
  interpret findings
• campaign implementation and quality measures

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Types Of Research Evaluation (cont.)

• Outcome evaluation
• conducted to determine impact of the program
• short-term, intermediate, long-term measures
• identifies unexpected outcomes as well
• Surveillance
• ongoing data collection
• continuous monitoring of measures

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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

• 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 target audiences
• Finding media outlets that reach audiences
• Gaining exposure
• Capitalizing on events to increase message
  exposure
• Reaching stakeholders
• Identifying stakeholders
• Finding media outlets that reach stakeholders
• Identifying and capitalizing on media
  opportunities to reach stakeholders
• Involving stakeholders in your campaign

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Tips for Managing a PR Program

• Managing a PR firm
• Coordinating PR firm with an ad agency
• Developing a PR plan
• Evaluating PR efforts

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Working with the News Media

• Knowing what the media want determining
  newsworthiness
• Pitching stories to reporters
• Developing press materials
• Training spokespeople
• Responding to negative news stories

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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

• 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 CM
• Implementing a Media Literacy Program
• Evaluating your efforts
• Media literacy resources

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Appendices

• Resources (government agencies, volunteer
  organizations, state programs, etc.)
• Glossary
• Examples and tools from state programs
• Additional reading

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Order Additional Copies of the Manual

• Mail in reply card from brochure (or give to OSH
  staff member)
• Call the MCRC at 770-488-5705, press 2
• Download pdf online (not available yet)

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Order OSH Publications / Materials
Download publications from web site www.cdc.gov/t
obacco Call to order publications 770-488-5705
(press 3) Office on Smoking and Health Voice Fax
System 1-800-CDC-1311
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Linda BlockLBlock_at_cdc.gov770-488-5476
Contact Information