In the development of the Partnership for a Healthy Mississippi, research established the need to address youth at different ages. After qualitative and quantitative studies, the PHM identified two separate target markets: Age of Rebellion and Age of Reason.
Question It, the brand defined to speak to the Age of Rebellion's teen (12-17) target took an aggressive approach in addressing industry manipulation, addiction and customer replacement by Big Tobacco. With additional qualitative research, the most recent phase of the campaign tackles the 'irrefutable facts' of tobacco use and focuses on the 'here and now' for this age group. The Question It campaign received a national Addy award by the American Advertising Federation in June, 2000.
R.A.T. (Reject All Tobacco) targets K-6th graders representing the Age of Reason and recognizes that youth "teach up" to family and friends. Powerful executions provide youth the information they need make wise decisions relating to tobacco use and gives them ammunition to help others quit. The campaign messages teach the dangers of second-hand smoke and the health effects of tobacco use, while empowering youth to effect change. Terrance the R.A.T., the spokescharacter of the campaign, says "You Better Tell Somebody." R.A.T. mass media reinforces a statewide, comprehensive education program.
Both advertising campaigns have been on the air since Spring, 1999.
Ongoing advertising tracking measures awareness of the brand, the campaign elements - both mass media and grassroots support - as well as believability and attitude shifts relating to tobacco use.
See www.healthy-miss.org
Learning Objectives: Recognize two distinct age groups for campaign messages. Identify campaign strategy and key messages through qualitative research. Evaluate effectiveness of campaign elements through quantitative tracking against youth target(s).
Keywords: Media Campaigns, Tobacco
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: The Partnership for a Healthy Mississippi; Southern Research Group (quantitative); Informer (qualitative)
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.