Exposing the Truth: Wisconsin’s Counter-Marketing Campaign Tana Feiner Spencer Straub Joan Herzing

At a glance Review the planning and implementation of the campaign View ad materials Discuss lessons learned

Campaign Origins State statute requirement Counter industry’s online presence Short timeline

Campaign Rationale Emerging new products Need for education on health effects

Team Effort Media partners Subject experts Leveraged credibility of existing youth resources

Know your audience year old male/female Who are they? – Heavy online use – Friendships very important – May be open to smoking alternatives

Messaging Approach Hard-hitting anti-industry message Modeled after truth®, Wisconsin’s FACT movement Use industry as gateway for other messages

Media Strategy Strategy included statewide radio and online advertising on key youth sites All advertising directed teens to

Myspace Timing, budget didn’t allow for creation of original site Customization and integration Myspace still strong with teens

Creative Highlights Stress industry manipulation Bold visuals to draw attention Multi-layered message Empower youth to take action

Creative Radio Banner Ad

Campaign Timing and Metrics 4 paid wks. May-June, bonus PSAs in July Visitation Goal: 1,000 Ad Impression Goal: 8,157,500 Friends Goal: 100

Campaign Success 4,500 visits (350% over original goal) 9,573,082 online impressions 120 friends

Lessons Learned Have an online presence Remember—you’re not the target Have a plan if you’re doing social networking