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

2 The Counter-Marketing Manual

3 Purposes of Manual l To provide a comprehensive guide to developing, implementing and evaluating a tobacco counter-marketing campaign l To share the knowledge of those who have run successful campaigns (primarily about process, but some about content as well)

4 Primary Audiences for Manual l Tobacco control staff in State Health Departments  Program managers  Media coordinators and campaign managers  Program evaluators l Advertising and Public Relations agencies, and other Communications contractors l Other national and local partners and groups

5 Process for Developing Manual l CDC/OSH staff developed annotated outline l Received input from national, state & local experts l Chapters drafted by topic area experts w/ input from CDC/OSH l 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 l Final publication in October 2003

6 Content of Manual Divided into two parts: l Part I: Planning a counter-marketing program (Chapters 1 – 6) l Part II: Components of tobacco counter- marketing (Chapters 7 – 11)

7 Content of Manual (cont.) Part I: Planning a counter-marketing program: l Ch 1 - Overview of Counter-Marketing Programs l Ch 2 - Planning Your CM Program l Ch 3 - Gaining & Using Target Audience Insights l Ch 4 - Reaching Specific Populations l Ch 5 - Evaluating the Success of Your CM Pgm l Ch 6 - Managing & Implementing Your CM Pgm

8 Content of Manual (cont.) Part II: Components of tobacco counter-marketing: l Ch 7 - Advertising l Ch 8 - Public Relations l Ch 9 - Media Advocacy l Ch 10 - Grassroots Marketing l Ch 11 - Media Literacy

9 CHAPTER 1: Overview of Counter-Marketing Programs l Overview of tobacco counter-marketing l What we are countering l Qualities of a good tobacco CM program l Power of counter-marketing

10 Definition of Tobacco Counter-Marketing l The use of commercial marketing tactics (including both paid and earned media) to reduce the prevalence of tobacco use l “Counter-marketing attempts to counter pro- tobacco influences and increase pro-health messages and influences throughout a State, region, or community” (US DHHS 1999)

11 Qualities of a Good CM Program l Long-term l Comprehensive l Integrated l Culturally competent l Strategic l Evaluated l Adequately funded

12 CHAPTER 2: Planning Your Counter-Marketing Program l Get the most for your $ l Planning helps focus the program so that...  the program isn’t trying to do too much  limited funds are not fragmented  activities match goals and objectives  CM efforts complement broader tobacco control efforts

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

14 Planning With Scarcity Mentality l No one has unlimited funds … not even the tobacco industry! l Can’t be everything to everyone! l Must prioritize goals, audiences, messages, vehicles l Focus on few things each year, set expectations appropriately, and plan evaluation accordingly

15 Same Considerations Regardless of Size of Budget l Outcome(s) desired l Target audience(s) l Strategy l Interventions available – paid & earned l People resources l Budget l Timing l Evaluation

16 Key to Maximizing Money and Effort is l Strategy

17 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

18 CHAPTER 3: Gaining and Using Target Audience Insights l Using market research to learn more about your audience l Three types of research methods  Qualitative  Quantitative  Quasi-quantitative

19 Qualitative Research l Used for …  gaining in-depth knowledge about people’s perceptions, motivations, and behaviors l Answers questions such as …  Why? When? How? l Methodologies  focus groups  1-on-1 interviews l Results  can’t be quantified or projected to whole audience

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

21 Quasi-Quantitative Research l Used for …  pretesting messages and materials  measuring attitudes, beliefs, behavior l Methodologies  central location intercepts  theater-style pretests  typically involves questionnaires with mostly forced-choice questions l Results  can’t be projected to the whole audience because participants aren’t representative sample

22 Tips for Conducting Research l Pros, cons and costs of different research methods l Working with commercial marketing facilities l Working with community partners to conduct focus groups l The role of the moderator

23 CHAPTER 4: Reaching Specific Populations l Follow same basic process used to design any CM campaign, with additional approaches and considerations l Devote adequate resources to reaching the specific populations in your area l If current budget and/or information available won’t permit reaching all audiences, decide which to address now and which later l Coordinate messages with mainstream campaign

24 Organizational Cultural Competence l Requires organizational commitment to developing cultural competence and building capacity l Reflected in organization’s policies, procedures, physical environments, programs, activities, materials, resources l Supported by staff self-assessment, professional development, training

25 Defining Specific Populations l Groups of individuals who share unique characteristics and may be particularly affected by tobacco l Specific populations have traditionally been defined by cultural and/or demographic characteristics  racial / ethnic groups  groups with low socioeconomic status l 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

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

27 Complicating Factors in Describing Specific Populations l Diversity within populations  e.g., Asians or Hispanics / Latinos from different countries may have unique characteristics l 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 l 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 l Place of residence  e.g., people from same group living in urban and rural areas may be very different

28 Developing Appropriate Materials l Use language and images that are sensitive and appropriate l Use native speakers to create foreign-language materials when possible l Ask for and check references to ensure that your translator’s past work met client needs l 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 l Conduct reverse translations to ensure that messages and key concepts are communicated accurately

29 CHAPTER 5: Evaluating the Success of Your Counter-Marketing Program l Evaluation and surveillance l Types of evaluation l What evaluation can do l When to conduct an evaluation l The scope of the evaluation l How to conduct an evaluation

30 Types Of Research & Evaluation l Formative research  up front research (usually qualitative)  conducted to gain insights and understanding about target audiences l Formative Evaluation  pretesting of concepts, messages, materials  pilot testing of interventions, program activities  conducted to determine whether materials/activities in development have intended effect on target audiences

31 l 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 Types Of Research & Evaluation (cont.)

32 l Outcome evaluation  conducted to determine impact of the program  short-term, intermediate, long-term measures  identifies unexpected outcomes as well l Surveillance  ongoing data collection  continuous monitoring of measures Types Of Research & Evaluation (cont.)

33 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

34 CHAPTER 6: Managing and Implementing Your Counter-Marketing Program l Setting up your counter-marketing team l Selecting contractors / RFP tips l Developing an annual marketing plan l Reviewing marketing materials l Monitoring the counter-marketing budget

35 CHAPTER 7: Advertising l Logistics: Hiring and managing advertising contractors l Strategy: Developing effective messages l Creative: Breaking through the clutter l Exposure: Reach, frequency, and channels l Evaluating your advertising efforts

36 CHAPTER 8: Public Relations l Setting goals and selecting tactics l Reaching target audiences  Finding media outlets that reach audiences  Gaining exposure  Capitalizing on events to increase message exposure l Reaching stakeholders  Identifying stakeholders  Finding media outlets that reach stakeholders  Identifying and capitalizing on media opportunities to reach stakeholders  Involving stakeholders in your campaign

37 Tips for Managing a PR Program l Managing a PR firm  Coordinating PR firm with an ad agency l Developing a PR plan l Evaluating PR efforts

38 Working with the News Media l Knowing what the media want … determining newsworthiness l Pitching stories to reporters l Developing press materials l Training spokespeople l Responding to negative news stories

39 CHAPTER 9: Media Advocacy l Coordinating media advocacy efforts l The elements of media advocacy l Framing, developing messages, targeting your audience l Evaluating your media advocacy strategy

40 CHAPTER 10: Grassroots Marketing l Getting people involved l Helping those involved to become more engaged l Using community partners to reach your audience l Evaluating your grassroots marketing efforts

41 CHAPTER 11: Media Literacy l Media Literacy and Youth l Essential Ingredients of Media Literacy l How Media Literacy Complements CM l Implementing a Media Literacy Program l Evaluating your efforts l Media literacy resources

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

43 Order Additional Copies of the Manual l Mail in reply card from brochure (or give to OSH staff member) l Call the MCRC at , press 2 l Download pdf online (not available yet)

44 Order OSH Publications / Materials Download publications from web site: Call to order publications: (press 3) Office on Smoking and Health Voice Fax System: CDC-1311

Linda Block Contact Information