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

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)

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

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

Process for Developing Manual (cont.) 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 Currently in CDC clearance, expected release in January 2003

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)

Content of Manual (cont.) Part I: Planning a counter-marketing program 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

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

CHAPTER 1: Overview of Counter-Marketing Programs Overview of tobacco counter-marketing Qualities of a good tobacco counter-marketing program

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)

Seven Qualities of a Good Counter-Marketing Program Long term Made up of integrated, not isolated, components Integrated into the larger tobacco control program Culturally competent Strategic Evaluated Adequately funded

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

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

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

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%

Characteristics of Successful Counter-Marketing Programs 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

CHAPTER 2: Planning Your Counter-Marketing Program Seven strategic planning steps: Describe the problem Identify and learn about target audiences Draft counter-marketing objectives Determine counter-marketing approaches, channels, and program strategies Consider collaboration Plan for process and outcome evaluation Begin counter-marketing program development

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

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

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

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

CHAPTER 4: Reaching Specific Populations Four stages for developing a specific populations campaign: Developing cultural competence Understanding specific populations Conducting research Developing and implementing your counter-marketing campaign

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

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

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

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

How to Conduct an Evaluation Six Steps for Conducting an Evaluation Identify Stakeholders and Establish an Evaluation Team Describe Your Counter-Marketing Program Focus the Evaluation Design Gather Credible Evidence Justify Conclusions Ensure Use of Results and Share Lessons Learned

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

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

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

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

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

CHAPTER 11: Media Literacy Media Literacy and Youth Essential Ingredients of Media Literacy How Media Literacy Complements Counter-Marketing Implementing a Media Literacy Program Evaluating your efforts Media literacy resources

Appendices Resources (government agencies, volunteer organizations, etc.) Terms to know Examples and tools from state programs Additional reading

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.

Our Contact Information Linda Block LBlock@cdc.gov 770-488-5476 Karen Gutierrez kareng@mi-mail.cl 011-562-242-3749