1. Lessons Learned from Mass Media Campaigns to Reduce Exposure to Secondhand Smoke: Work in Progress Karen Gutierrez Elizabeth Schar Rebecca Murphy Dave Nelson CDC Office on Smoking and Health

2. Campaign Review Sponsored by CDC Sponsored by CDC Data/results solicited via Globalink (2003), individual e-mail and phone requests, networking in tobacco control community Data/results solicited via Globalink (2003), individual e-mail and phone requests, networking in tobacco control community Data collected from 6 countries, European Union, 8 U.S. states to date: Data collected from 6 countries, European Union, 8 U.S. states to date: Australia, Canada, New Zealand, Phillipines, England, European Union, U.S.Australia, Canada, New Zealand, Phillipines, England, European Union, U.S. U.S. states: California, Florida, Kansas, Massachusetts, Minnesota, Mississippi, North Carolina, WisconsinU.S. states: California, Florida, Kansas, Massachusetts, Minnesota, Mississippi, North Carolina, Wisconsin

3. Approaches Used to Gauge Campaign and Ad Effectiveness Population-based behavior surveys Population-based behavior surveys Advertising awareness & persuasion studies Advertising awareness & persuasion studies Surveillance surveys Surveillance surveys Interviews with key informants Interviews with key informants Focus groups, individual interviews Focus groups, individual interviews Policy success Policy success

4. Characteristics of Data Diversity of methods, so challenging to compare directly Diversity of methods, so challenging to compare directly Qualitative data critical to gaining key insights about what motivates individuals and how messages make them feel Qualitative data critical to gaining key insights about what motivates individuals and how messages make them feel Diversity of measures used to determine “success” Diversity of measures used to determine “success” Key measures we are looking for: changes in relevant knowledge, attitudes, behavior and changes in policy Key measures we are looking for: changes in relevant knowledge, attitudes, behavior and changes in policy Challenging to disentangle messages from formats, tone and other variables such as media presence Challenging to disentangle messages from formats, tone and other variables such as media presence

5. Caveats about Campaign Review Not a traditional literature review Not a traditional literature review Data were solicited globally but results are coming primarily from developed countries Data were solicited globally but results are coming primarily from developed countries Detailed data primarily from U.S. sources Detailed data primarily from U.S. sources Lessons learned are meant to provide general direction to campaign planners, based on available data; each country/locality must do its own research and evaluation Lessons learned are meant to provide general direction to campaign planners, based on available data; each country/locality must do its own research and evaluation

6. Main Message Themes Employed Unknown (or not typically thought of) dangers of secondhand smoke Unknown (or not typically thought of) dangers of secondhand smoke Protection of one’s children and other vulnerable family members Protection of one’s children and other vulnerable family members Individuals’ right to breathe clean air Individuals’ right to breathe clean air Harm to workers in smoke-filled environments Harm to workers in smoke-filled environments

7. Key Changes Sought and Achieved Greater understanding of dangers of SHS Greater understanding of dangers of SHS Increase in reported smoke-free homes and cars Increase in reported smoke-free homes and cars Smokers’ decisionSmokers’ decision Nonsmokers’ influenceNonsmokers’ influence Decrease in reported smoking around children Decrease in reported smoking around children Increased support for smoking bans in public places, work places Increased support for smoking bans in public places, work places “challenge is to make nonsmokers feel comfortable supporting something they want without feeling like they are infringing on the rights of others.”“challenge is to make nonsmokers feel comfortable supporting something they want without feeling like they are infringing on the rights of others.” Increase in calls to quitlines Increase in calls to quitlines

8. Other Global Campaign Reviews Conducted: Smoking cessation campaigns Smoking cessation campaigns To order report, contactTo order report, contact www.who.int/tobacco/en www.who.int/tobacco/en mcrc@cdc.gov mcrc@cdc.gov mcrc@cdc.gov Also, videotapes available of 1) ads highlighted in report, and 2) all cessation ads collected as of 2001Also, videotapes available of 1) ads highlighted in report, and 2) all cessation ads collected as of 2001 Youth tobacco use prevention campaigns Youth tobacco use prevention campaigns To order report, contact kareng@mi.clTo order report, contact kareng@mi.clkareng@mi.cl Will be available early 2004 Will be available early 2004

9. Contact Information: Karen Gutierrez kareng@mi.cl 562-242-3749 (Chile)