Transcript Lessons Learned from Tobacco Counter

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
Campaign Review
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Sponsored by CDC
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:
• Australia, Canada, New Zealand, Phillipines,
England, European Union, U.S.
• U.S. states: California, Florida, Kansas,
Massachusetts, Minnesota, Mississippi, North
Carolina, Wisconsin
Approaches Used to Gauge
Campaign and Ad Effectiveness
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Population-based behavior surveys
Advertising awareness & persuasion
studies
Surveillance surveys
Interviews with key informants
Focus groups, individual interviews
Policy success
Characteristics of Data
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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
Diversity of measures used to determine
“success”
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
Caveats about Campaign Review
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Not a traditional literature review
Data were solicited globally but results
are coming primarily from developed
countries
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
Main Message Themes Employed
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Unknown (or not typically thought
of) dangers of secondhand smoke
Protection of one’s children and other
vulnerable family members
Individuals’ right to breathe clean air
Harm to workers in smoke-filled
environments
Key Changes Sought and Achieved
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Greater understanding of dangers of SHS
Increase in reported smoke-free homes and
cars
• Smokers’ decision
• Nonsmokers’ influence
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Decrease in reported smoking around children
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.”
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Increase in calls to quitlines
Other Global Campaign Reviews
Conducted:
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Smoking cessation campaigns
• To order report, contact
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www.who.int/tobacco/en
[email protected]
• Also, videotapes available of 1) ads highlighted in
report, and 2) all cessation ads collected as of 2001
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Youth tobacco use prevention
campaigns
• To order report, contact [email protected]
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Will be available early 2004
Contact Information:
Karen Gutierrez
[email protected]
562-242-3749 (Chile)