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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign
Linda Block – Office on Smoking and Health, CDCKaren Gutierrez – Office on Smoking and Health, CDC
Todd Phillips – Academy for Educational Development
2002 National Conference on Tobacco or HealthSan Francisco, California
November 21, 2002
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Purposes of Manual
• To provide a comprehensive guide to developing, implementing and evaluating a tobacco counter-marketing campaign
• To share the knowledge of those who have run successful campaigns (primarily about process, but some about content as well)
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Primary Audiences for Manual
• Tobacco control staff in State Health Departments – Program managers – Media coordinators and campaign managers
– Program evaluators • Advertising and Public Relations agencies, and
other Communications contractors• Other national and local partners and groups
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Process for Developing Manual
• CDC/OSH staff developed annotated outline• Received input from national, state, and local
experts in topic areas• Chapters drafted by experts in each topic area, with
input from CDC/OSH
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• Reviewed by a range of people in tobacco control– CDC staff (OSH and Office of Communication)– State and local tobacco control program staff– Advocacy and national partner organizations– Others
• Currently in CDC clearance, expected release in January 2003
Process for Developing Manual (cont.)
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Content of Manual
Divided into two parts• Part I: Planning a counter-marketing program
(Chapters 1 – 6)• Part II: Components of tobacco counter-marketing
(Chapters 7 – 11)
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Content of Manual (cont.)
Part I: Planning a counter-marketing program • Ch 1 - Overview of Counter-Marketing Programs• Ch 2 - Planning Your Counter-Marketing Program• Ch 3 - Gaining and Using Target Audience Insights• Ch 4 - Reaching Specific Populations• Ch 5 - Evaluating the Success of Your Counter-Marketing
Program• Ch 6 - Managing and Implementing Your Counter-Marketing
Program
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Content of Manual (cont.)
Part II: Components of tobacco counter-marketing • Ch 7 - Advertising• Ch 8 - Public Relations• Ch 9 - Media Advocacy• Ch 10 - Grassroots Marketing• Ch 11 - Media Literacy
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CHAPTER 1: Overview of Counter-Marketing Programs
• Overview of tobacco counter-marketing• Qualities of a good tobacco counter-marketing
program
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Definition of Tobacco Counter-Marketing
• The use of commercial marketing tactics (including both paid and earned media) to reduce the prevalence of tobacco use
• “Counter-marketing attempts to counter pro-tobacco influences and increase pro-health messages and influences throughout a State, region, or community” (US DHHS 1999)
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Seven Qualities of a Good Counter-Marketing Program
1. Long term
2. Made up of integrated, not isolated, components
3. Integrated into the larger tobacco control program
4. Culturally competent
5. Strategic
6. Evaluated
7. Adequately funded
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Example of Successful Counter-Marketing Programs: California
• Media elements: Earned media, grassroots marketing, and paid advertising (television, radio, billboards, transit, and print)
• Main messages: Dangers of tobacco use and secondhand smoke; industry manipulation, deceit, greed
• Target audiences include ethnically diverse communities
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Results:• 232 million pack reduction in cigarette sales
between 1990 and 1992 attributed to media campaign
• Proportion of Californians who tried to quit smoking for more than a day rose significantly whenever the media campaign was in effect
Example of Successful Counter-Marketing Programs: California (cont.)
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Example of Successful Counter-Marketing Programs: Florida
• Media elements: Youth-directed media campaign; “truth” brand and slogan, youth and community activities organized as SWAT, school-based education and training, and retailer education and enforcement
• Main messages: Tobacco industry manipulation• Focus on youth as primary target audience
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Results:• Cigarette use dropped among Florida middle-school
students from 18.5% to 11.1%• Cigarette use dropped among Florida high-school
students from 27.4% to 22.6%• Middle-school students committed to never smoking
increased from 56.4% to 69.3%• High-school students committed to never smoking
increased from 31.9% to 43.1%
Example of Successful Counter-Marketing Programs: Florida (cont.)
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Characteristics of Successful Counter-Marketing Programs
• Specific outcomes and SMART objectives• Multiple target audiences• Multiple tactics• Multiple types of change• Messages that directly support intended changes• Tailored messages and activities• Formative research• Consistency• Commitment over time• A focus on changing social norms
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CHAPTER 2: Planning Your Counter-Marketing Program
Seven strategic planning steps:
1. Describe the problem
2. Identify and learn about target audiences
3. Draft counter-marketing objectives
4. Determine counter-marketing approaches, channels, and program strategies
5. Consider collaboration
6. Plan for process and outcome evaluation
7. Begin counter-marketing program development
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CHAPTER 3: Gaining and Using Target Audience Insights
• Using market research to learn more about your audience
• Three types of research methods– Qualitative– Quantitative
– Quasi-quantitative
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Qualitative Research
• Gains in-depth knowledge about people’s perceptions, motivations, and behaviors
• Can answer questions “Why?” “When?” and “How?”• Methodologies include focus groups and 1-on-1
interviews• Results can’t be quantified or projected to whole
audience
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Quantitative Research
• Provides estimates of knowledge, beliefs, attitudes, and behaviors of an audience
• Can answer questions “How many?” “How much?” and “How often?”
• Methodologies include random sampling and convenience sampling surveys
• Results can be quantified and analyzed using statistical techniques, and can be representative of the audience
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Quasi-Quantitative Research
• Methodologies include central location intercepts and theater-style tests
• Usually used to pretest messages and materials• Used for measurement and typically involve
questionnaires with mostly forced-choice questions, but results can’t be projected to the whole audience because participants aren’t representative sample
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CHAPTER 4: Reaching Specific Populations
Four stages for developing a specific populations campaign:
1. Developing cultural competence
2. Understanding specific populations
3. Conducting research
4. Developing and implementing your counter-marketing campaign
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CHAPTER 5: Evaluating the Success of Your Counter-Marketing Program
• Evaluation and surveillance• Types of evaluation• What evaluation can do• When to conduct an evaluation• The scope of the evaluation• How to conduct an evaluation
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Formative Evaluation
• Conducted during program planning and development
• Helps decide what to do and how to do it• Used to glean insights about the issue and your
audience(s)• Used to test concepts, materials, messages
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Process Evaluation
• Planned during strategic planning stage, conducted during implementation stage
• Helps determine if program is being implemented as planned
• Records unforeseen obstacles and potentially confounding environmental events to help interpret findings
• Helps report to stakeholders what has been implemented and progress made
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Outcome Evaluation
• Planned during strategic planning stage, conducted during implementation stage
• Helps determine what effect you are having, whether you’re achieving your expected short-term, intermediate, and long-term outcomes
• Identifies unexpected outcomes as well
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How to Conduct an Evaluation
Six Steps for Conducting an Evaluation1. Identify Stakeholders and Establish an Evaluation
Team2. Describe Your Counter-Marketing Program3. Focus the Evaluation Design4. Gather Credible Evidence5. Justify Conclusions6. Ensure Use of Results and Share Lessons
Learned
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CHAPTER 6: Managing and Implementing Your Counter-Marketing Program
• Setting up your counter-marketing team• Selecting contractors/RFP tips• Developing an annual marketing plan• Reviewing marketing materials• Monitoring the counter-marketing budget
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CHAPTER 7: Advertising
• Logistics: Hiring and managing advertising contractors
• Strategy: Developing effective messages• Creative: Breaking through the clutter• Exposure: Reach, frequency, and channels• Evaluating your advertising efforts
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CHAPTER 8: Public Relations
• Setting goals and selecting tactics– Reaching your target audience
– Reaching stakeholders • Preparing for implementation of your PR program
– Developing a PR plan– Managing a PR firm
• Working with the news media– Developing press materials– Responding to negative news stories
• Evaluating your PR efforts
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CHAPTER 9: Media Advocacy
• Coordinating media advocacy efforts• The elements of media advocacy• Framing, developing messages, targeting your
audience• Evaluating your media advocacy strategy
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CHAPTER 10: Grassroots Marketing
• Getting people involved• Helping those involved to become more engaged • Using community partners to reach your audience• Evaluating your grassroots marketing efforts
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CHAPTER 11: Media Literacy
• Media Literacy and Youth• Essential Ingredients of Media Literacy• How Media Literacy Complements Counter-
Marketing• Implementing a Media Literacy Program• Evaluating your efforts• Media literacy resources
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Appendices
• Resources (government agencies, volunteer organizations, etc.)
• Terms to know• Examples and tools from state programs• Additional reading
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How to Obtain a Final Copy of the Manual
• Mail in reply card from brochure• Call 770-488-5705, press 2• Order from the CDC/OSH publications catalog
online (www.cdc.gov/tobacco/pubs.htm)• Download pdf online
Final versions will not be available until January 2003.
