Transcript Strategic Communication

Section B:
A Conceptual Framework for Communication and Tobacco
Control
 2008 Johns Hopkins Bloomberg School of Public Health
Communication Pathways to a Smoke-Free Society
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Communication Pathways to a Smoke-Free Society
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Communication Pathways to a Smoke-Free Society
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Communication Pathways to a Smoke-Free Society
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Communication Pathways to a Smoke-Free Society
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Communication Pathways to a Smoke-Free Society
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Communication Pathways to a Smoke-Free Society
FCTC
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12 Elements of Strategic Communication
1. Science-based
7. Technically high quality
2. Client-centered
8. Advocacy-related
3. Participatory
9. Expanding to scale
4. Benefit-oriented
10.Programmatically sustainable
5. Service-linked
11.Results-oriented
6. Multi-channeled
12.Cost-effective
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12 Elements of Strategic Communication
1. Science-based
 Theory: behavioral/communication (ideation/diffusion)
 Data: evidence-based, data driven
2. Client-centered
 Listen
 Learn
 Adapt
 Customize
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12 Elements of Strategic Communication
3. Participatory
 In planning
 In management
 In implementation
 In evaluation
4. Benefit-oriented
 Practical help
 Strategic empowerment
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12 Elements of Strategic Communication
5. Service or supply-linked
 Access/quality
 Identification (brand)
 Self-help: support, pharma
6. Multi-channeled
 Media
 Community
 Interpersonal (IPC/C)
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12 Elements of Strategic Communication
7. Technically high quality
 Marketing/advertising
 Production
 Community expertise
 Counseling skills
8. Advocacy-related
 Personal/social advocacy
 Policy/program advocacy
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12 Elements of Strategic Communication
9. Expanding to scale/designed for scale
 Pilot to region or national
 National to international
10.Programmatically sustainable
 Organizational continuity
 Leadership continuity
 Donor continuity
 Outcomes continuity
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12 Elements of Strategic Communication
11.Results-oriented
 Knowledge (information/skills)
 Approval (norms)
 Behavior (initiation/continuation)
 Capacity (individual/institutional)
12.Cost-effective
 Cost per person/community reached/affected
 Cost by type of intervention/outcome
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Thinking Strategically on Tobacco Control Campaigns
Think “structural” change in creating campaigns
Think “social norms” and how to re-position smoking
Think “non-smokers” and “workers rights” when changing norms
Think “environmental cues” when developing campaigns
Think beyond advertising and media campaigns
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Some Proven Advertising Guidelines
Use combination of “why to quit” with “how to quit”
 “Why” should be hard hitting (consequences, negative
emotions)
 “How” should be supportive and positive (emphasize resources
and hope to succeed)
Testimonials can work
Quitting with help increases success
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Some Proven Advertising Guidelines
Recognize quitting is a journey, not an event
Some success in re-applying existing campaigns in other
countries/settings
Ad exposure levels matter (480 tarps = 15% increase quit-line
registration New Zealand)
Exposure must be sustained over time
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Summary
Where we sit greatly influences how we see the world
How strategic communication fits within tobacco control
What makes communication strategic
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