Presenters will share key learnings from a global review of cessation-focused media campaigns, undertaken between June, 2000 and February, 2001. Campaign materials and results were solicited broadly, and 13 countries plus 6 U.S. states submitted materials with results data. The learnings focus on 1) how to best define target audiences in order to increase the likelihood that they will listen to, and internalize, your messages, 2) the message strategies that this review indicated were most effective in influencing smokers to want to quit and/or to seek help, 3) appropriate tone of messages, 4) appropriate levels of media presence, 5) the importance of comprehensive programs and synergies, and 6) the importance of thorough measurement plans.
Learning Objectives: 1. Participants will understand the best ways to develop specific target audiences for cessation-focused media campaign. 2. Participants will understand what kinds of messages tend to be most effective in influencing smokers to quit. 3. Participants will be able to develop their own cessation-focused media campaign, using the presentations tips on target audience, message content, tone, media presence, measurement and other key elements.
Keywords: Media Campaigns, Tobacco
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: CDC
WHO
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: CDC is my employer as a CDC fellow