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Mass Media Campaigns to Increase Youth Tobacco Use Prevention & Cessation Background/Relevant Experience • 13 years in Brand Management/Corporate Advertising at Procter & Gamble • 6 years as CDC Fellow with Office on Smoking or Health • 5 years as Director of Global Dialogue for Effective StopSmoking Campaigns – Help campaign planners increase the impact of their campaigns via: • Website (www.stopsmokingcampaigns.org) • One-on-one consultation on campaign development • Interactive campaign development workshops • Lessons learned documents from syntheses of international published and unpublished campaign data. • Campaign development tool kit • Campaign case studies What key strategies contribute to campaign success? 2000 Smoking Cessation campaign review sponsored by WHO and CDC http://www.euro.who.int/document/e74523.pdf 2003 Youth Tobacco Use Prevention campaign review sponsored by CDC http://cdc.gov/tobacco/youth/report/index.htm 2005 Smoking Cessation campaign review sponsored by Global Dialogue http://www.stopsmokingcampaigns.org/summaries_of_campaign_data 2009 Secondhand Smoke campaign review sponsored by Global Dialogue http://www.stopsmokingcampaigns.org/secondhand_smoke_campaigns_le ssons_learned_globally 2009 NCI Monograph 19: The Role of the Media in Promoting and Reducing Tobacco Use http://cancercontrol.cancer.gov/TCRB/monographs/19/index.html How do we measure the impact of a campaign? • Did it build awareness of the program, brand, issue and/or message? • Did it build relevant knowledge? • Did it influence key attitudes and beliefs? • Did it motivate individuals to change their behaviors? • We also hope that campaigns will: – Contribute to changing social norms – Create a positive environment for policy change Strong campaigns targeting everyone reduce youth tobacco use • Youth are motivated by same message themes as adults, so separate campaigns unnecessary: – – – – Negative health consequences for smokers Negative consequences for loved ones Reality of living with consequences Deceptive practices of tobacco industry (ideally linked to health consequences) – Ads that elicit negative emotions (sadness, loss, resentment, anger, fear) have greatest impact • However, if funding allows and several campaigns are conducted, make sure that youth campaign does not imply that smoking is bad for youth yet acceptable for adults— message needs to be that smoking isn’t a good idea for anyone Australia “Tumour” Australia “Artery” Brazil, Canada & Australia cigarette pack warnings Pack warnings are the most cost- efficient intervention available to us U.S. (New York City) Matchbooks England “Fatty Cigarette” U.S. (Massachusetts) “Last Goodbye” U.S. (Massachusetts) “Krystell’s Mom” U.S. (Oregon) “Tina Carey” Norway “Industry World” England “Hooked” England--from “Impotence” campaign U.S. (Minnesota) “Tick Tock” campaign Formative Research Findings: Students’ Internal Debate Smoking Benefits (College years) Smoking Costs (Post-grad years) - Image asset - Social asset - Anti-stress asset - Image liability - Social liability - Health liability Compromise: The Delay Quit Plan - Promise self to quit, but not until after college U.S. (Minnesota) “Uncle Eddie” from “Tick Tock” campaign U.S. (Minnesota) “Hammer” from “Tick Tock” campaign American Legacy Foundation “1200” Possible outcomes of targeting youth exclusively • They see the double standards • Smoking becomes “forbidden fruit” • Tobacco use may simply be delayed, not prevented • Instead, de-normalize tobacco use among whole population through pricing, distribution, smoke-free policies and public education campaigns Ideal Roles for Youth • • • • Media spokespeople Advocates for policy changes Advisory panel members Leaders/facilitators of peer prevention programs • If you want youth to develop materials, make sure outcome evaluation is in your plans and budget—you should be able to measure at least 2 of the following: – – – – Increases in awareness Increases in knowledge Changes in attitudes Changes in behaviors Contact Information Karen Gutierrez Director, Global Dialogue for Effective StopSmoking Campaigns 651-330-5293 [email protected]