Designing And Implementing An Effective Tobacco Counter .

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Designing and Implementingan Effective TobaccoCounter-Marketing Campaign

Designing and Implementingan Effective TobaccoCounter-Marketing Campaign

Suggested CitationCenters for Disease Control and Prevention. Designing and Implementing an Effective TobaccoCounter-Marketing Campaign. Atlanta, Georgia: U.S. Department of Health and HumanServices, Centers for Disease Control and Prevention, National Center for Chronic DiseasePrevention and Health Promotion, Office on Smoking and Health, First Edition October 2003.Ordering InformationTo order a copy of this publication, contact:Office on Smoking and HealthMedia Campaign Resource CenterMail Stop K-504770 Buford Highway, NEAtlanta, GA 30341-3717770-488-5705; press 2e-mail: mcrc@cdc.govwww.cdc.gov/tobacco/mcrc

Designing and Implementing an Effective Tobacco Counter-Marketing CampaignTable of ContentsAcknowledgments .5Introduction: How to Use this Manual .9Chapter 1: Overview of Counter-Marketing Programs .13Chapter 2: Planning Your Counter-Marketing Program .21Chapter 3: Gaining and Using Target Audience Insights .51Chapter 4: Reaching Specific Populations .87Chapter 5: Evaluating the Success of Your Counter-Marketing Program .109Chapter 6: Managing and Implementing Your Counter-Marketing Program .143Chapter 7: Advertising .163Chapter 8: Public Relations.201Chapter 9: Media Advocacy .245Chapter 10: Grassroots Marketing .267Chapter 11: Media Literacy.281Resources and Tools.297Glossary .331Appendices .343Appendix 2.1: Counter-Marketing Planning Worksheet.343Appendix 3.1: Sample Recruitment Screener for Intercept Interviews on Smoking Cessation .349Appendix 3.2: Sample Recruitment Screener for Individual Interviews To TestAdvertisements and Ad Concepts .351Appendix 3.3: Moderator’s Guide for Focus Groups With Smokers .354Appendix 3.4: Sample Moderator’s Guide for Focus Groups To TestAdvertisements With Youth.360Appendix 3.5: Sample Self-Administered Form To Test Fact Sheets .363Appendix 3.6 : Sample Intercept Interview Questionnaire .366Appendix 5.1: Examples of Inputs, Activities, Outputs, and Outcomesfor Counter-Marketing Programs .374

Appendix 5.2: Key Data Collection Tools and Methods .378Appendix 5.3: Key Variables and Sample Items to Consider Including in Surveyof Target Population .381Appendix 6.1: Key Elements of a Request for Proposals (RFP) for a Media Campaign .386Appendix 6.2: Questions and Answers on RFPs .394Appendix 6.3: Elements of a Creative Brief .409Appendix 6.4: Creative Brief, Florida.413Appendix 6.5: Creative Brief, Centers for Disease Control and Preventionand World Health Organization .415Appendix 6.6: Creative Brief, Centers for Disease Control and Prevention .418Appendix 7.1: Sample Advertising Comment Organizer .419Appendix 7.2: Sample Storyboard—“Carnival” .421Appendix 7.3: Sample Storyboard—“Drive” .422Appendix 8.1: Sample Printed Campaign Newsletter.423Appendix 8.2: Sample Online Newsletter.427Appendix 8.3: Sample Editorial .431Appendix 8.4: Sample Letter to the Editor .432Appendix 8.5: Sample Op-Ed .433Appendix 8.6: Sample Spokesperson Profile Sheet .435Appendix 8.7: Sample Pitch Letter .437Appendix 8.8: Sample News Release.438Appendix 8.9: Sample Fact Sheet.440Appendix 8.10: Media Contact Record .445Appendix 10.1: Georgia Burden of Tobacco Brochure .446Feedback Form .456

Designing and Implementing an Effective Tobacco Counter-Marketing CampaignAcknowledgmentsThe following individuals served as the managing editors for this publication:Linda Block, MPH, Office on Smoking and Health, National Center for Chronic Disease Prevention andHealth Promotion, Centers for Disease Control and PreventionKaren Gutierrez, Office on Smoking and Health, National Center for Chronic Disease Prevention andHealth Promotion, Centers for Disease Control and PreventionThe following individuals are the primary authors of this publication:Elaine Arkin, Health Communications ConsultantJoan Clayton-Davis, MA, Academy for Educational DevelopmentSusan Middlestadt, Ph.D., Academy for Educational DevelopmentPeter Mitchell, Academy for Educational DevelopmentAnne Marie O'Keefe, Ph.D., JD, Academy for Educational DevelopmentTodd Phillips, MS, Academy for Educational DevelopmentRose Mary Romano, MA, Academy for Educational DevelopmentPhil Wilbur, MA, Northrop Grumman IT Health and Science SolutionsWe thank the following individuals from the Centers for Disease Control and Prevention, for assistance inreviewing and contributing to this document:Cheri Ahern, Office on Smoking and HealthStephen Babb, MPH, Office on Smoking and HealthDiane Beistle, Office on Smoking and HealthGalen Cole, Ph.D., Office of CommunicationAlyssa Easton, Ph.D., MPH, Office on Smoking and HealthMonica Eischen, Office on Smoking and HealthReba Griffith, MPH, Office on Smoking and HealthMay Kennedy, MPH, Office of CommunicationSharon Kohout, MA, Office on Smoking and HealthDianne May, MA, MPH, Office on Smoking and HealthJeff McKenna, MS, Office on Smoking and HealthAcknowledgments5

Patty McLean, M.Ed., Office on Smoking and HealthRebecca Murphy, Ph.D., Office on Smoking and HealthClaudia Parvanta, Ph.D., Office of CommunicationAlpa Patel-Larson, Office on Smoking and HealthLinda Pederson, Ph.D., Office on Smoking and HealthLisa Petersen, MS, Office on Smoking and HealthOona Powell, MA, Office on Smoking and HealthChris Prue, MSPH, Ph.D., Office of CommunicationRobert Robinson, Dr.P.H., Office on Smoking and HealthMichael Schooley, MPH, Office on Smoking and HealthKaren Siener, MPH, Office on Smoking and HealthThe Office on Smoking and Health thanks the following individuals for their careful review of draftsof this manual:Debra Bodenstine, Florida Department of HealthDeborah E. Boldt, MPA, Missouri Partnership on Smoking or HealthNicole Boyd, JD, The Partnership for a Healthy MississippiGreg Connolly, DMD, MPH, Massachusetts Department of Public HealthLarry Davis, Global Lead Management ConsultingPeter DeBenedittis, Ph.D., New Mexico Media Literacy ProjectRobert Denniston, MA, Office of National Drug Control PolicyMark Dinneen, Alaska Department of HealthSusan Giarratano Russell, EdD, MSPH, CHES, Health Education and Media ConsultantSandi Hammond, Massachusetts Department of Public HealthAnn Houston, CHES, North Carolina Department of HealthLucy Huang, IW Group, Inc.Mary Jane Mahan, MA, DeKalb County Board of HealthDanny McGoldrick, MA, Campaign for Tobacco-Free KidsBarbara A. Moeykens, MS, Vermont Department of HealthMike Pertschuk, JD, Advocacy InstituteMonica Pribil, MA, Nebraska Department of Health and Human Services6Acknowledgments

Designing and Implementing an Effective Tobacco Counter-Marketing CampaignAmelie Ramirez, Dr.P.H., Baylor College of MedicineJanet Reid, Ph.D., Global Lead Management ConsultingSchaelene Rollins, California Department of Health ServicesRussell Sciandra, MA, Center for a Tobacco Free New YorkDavid Sly, MS, Ph.D., Florida State UniversityWilliam D. Snook, MS Ed., Missouri Health DepartmentColleen Stevens, MSW, California Department of Health ServicesMakani Themba-Nixon, The Praxis ProjectChuck Wolfe, Wolfe StrategiesDavid Zucker, Porter NovelliThe Office on Smoking and Health thanks the following individuals for support in producing this manual:Daria Bessom, Northrop Grumman IT Health and Science SolutionsAdjoa Burrowes, Northrop Grumman IT Health and Science SolutionsSheila E. Coble, Northrop Grumman IT Health and Science SolutionsVivian Doidge, MA, Northrop Grumman IT Health and Science SolutionsDee Ellison, MS, Academy for Educational DevelopmentMaxine Forrest, Northrop Grumman IT Health and Science SolutionsCatherine Macapugay, Northrop Grumman IT Health and Science SolutionsAnne Mattison, MA, Northrop Grumman IT Health and Science SolutionsJennifer Mike, Northrop Grumman IT Health and Science SolutionsEloisa Montes, MA, Northrop Grumman IT Health and Science SolutionsDon Mullins, MPH, Northrop Grumman IT Health and Science SolutionsMelissa Ratherdale, MA, Academy for Educational DevelopmentSusan Rogers, Ph.D., Academy for Educational DevelopmentRebecca Rosenthal, Academy for Educational DevelopmentJeff Roussel, Northrop Grumman IT Health and Science SolutionsLaura Simon, Northrop Grumman IT Health and Science SolutionsPam Sutton, Academy for Educational DevelopmentCarol Winner, MPH, Northrop Grumman IT Health and Science SolutionsAcknowledgments7

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Designing and Implementing an Effective Tobacco Counter-Marketing CampaignIntroductionHow To Use This ManualThis manual is designed to be a comprehensive resource for state healthdepartments and other agencies and organizations in developing andimplementing tobacco counter-marketing campaigns. It is designed to helpreaders who have different levels of experience and are managing programsat different stages of development.This manual contains a wealth of information on a range of countermarketing topics. Some of the topics and information may be new to you,while you may already have a good command of other topic areas. Thisresource is meant to help with activities you’re working on currently, as wellas projects you undertake in the future. Different chapters will be morehelpful at different times.Don’t feel that you have to read the manual from cover to cover. This intro duction should give you a sense of the manual’s content and organization. Wesuggest that you begin by reading Chapter 1: Overview of Counter-MarketingPrograms. Then feel free to skip some chapters, read other chapters morethoroughly, or move directly to the subjects that are most pertinent toyour needs.What You Will Find in This ManualThe first half of the manual focuses on planning and preparation, and thesecond half addresses specific counter-marketing techniques. The manualalso includes a list of resource organizations, appendices relevant to topicsfound in individual chapters, and a glossary.Introduction: How To Use This Manual9

Here’s a quick look at each chapter: Chapter 1 provides an overview of tobacco counter-marketing and the key characteristics ofa successful tobacco counter-marketing program. Chapter 2 focuses on planning the tobacco counter-marketing program. It describes sevenplanning steps, from defining the problem through developing the program. Chapter 3 discusses the use of market research to gain insights into your target audience. Tocreate effective messages, it’s important to understand the cultures, behaviors, motivations,interests, and needs of the target audiences. This chapter compares and discusses three typesof market research methods: qualitative, quasi-quantitative, and quantitative. Chapter 4 focuses on specific populations, which are defined by demographic characteristicssuch as age, race/ethnicity, income, educational level, and sexual orientation and byepidemiologic data related to health disparities. The chapter discusses cultural context,diversity within and among specific populations, appropriate language, potential audiencebarriers and how to overcome them, the role of formative research in working with specificpopulations, and cultural competency. Chapter 5 addresses program evaluation, a critical component in tobacco countermarketing campaigns. Program evaluation is the systematic collection of data about aprogram’s activities and outcomes, so the program’s delivery, efficiency, and effectivenesscan be analyzed, better understood, and improved. Chapter 6 explores the key steps in implementing a successful program. It addresses how tomanage personnel issues, choose contractors, develop marketing and communicationplans, and involve stakeholder organizations. Chapter 7 examines advertising and takes the reader through the four key elements of anadvertising campaign: logistics, strategy, creative, and exposure. Chapter 8 focuses on public relations (PR). The first half of the chapter outlines the processfor using PR to reach your target audience(s) and key influencers. The second half explainshow to implement PR activities, such as managing a PR agency, handling press relations,developing press materials, pitching stories, and responding to media inquiries. Chapter 9 discusses media advocacy. Defined as the strategic use of media and communityadvocacy to create social or policy change, media advocacy helps communities create longlasting environmental change.10Introduction: How To Use This Manual

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign Chapter 10 focuses on grassroots marketing, which includes involving new people intobacco counter-marketing campaigns, increasing the involvement of those alreadyreached, and using those already engaged to increase an audience’s exposure to keymessages. Events, community organizing, and partnerships are forms of grassrootsmarketing, and they are united by their goal to create and use target audience participation. Chapter 11 explains how media literacy relates to and reinforces tobacco counter-marketingcampaigns. This chapter highlights the key concepts of media literacy and providesresources for identifying and implementing media literacy programs.An effective tobacco counter-marketing campaign can make a vital contribution to a comprehen sive tobacco control and prevention program. Although the components of counter-marketing arepresented separately in this manual, they work synergistically to strengthen the impact of theoverall campaign; one or two successful components will not be enough to achieve your programgoals. The art of tobacco counter-marketing is in blending and balancing the various componentsinto a coherent, effective whole. We hope the chapters in this manual will help you develop acomprehensive tobacco counter-marketing program that progresses toward achieving your goals.Introduction: How To Use This Manual11

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Designing and Implementing an Effective Tobacco Counter-Marketing CampaignChapter 1Overview of CounterMarketing ProgramsIn This ChapterCounter-Marketing: An Art and a ScienceWith the success of programs in Arizona, California, Florida, Massachusetts,Minnesota, Mississippi, Oregon, and other states in the past decade, it’sclear that comprehensive tobacco control programs are a powerful tool forreducing tobacco use. As many studies have shown, an important piece ofa comprehensive tobacco control program is a strong counter-marketingprogram (Centers for Disease Control and Prevention [CDC] 1999; Hopkinset al. 2001). Tobacco counter-marketing is defined as the use of commercialmarketing tactics to reduce the prevalence of tobacco use. “Counter marketing attempts to counter protobacco influences and increase prohealth Counter-Marketing:An Art and a Science What We AreCountering Qualities of a GoodCounter-MarketingProgram The Power ofCounter-Marketingmessages and influences throughout a state, region, or community” (U.S.Department of Health and Human Services [USDHHS] 2000).Counter-marketing activities can play a role in increasing smoking cessation,reducing smokeless tobacco use, decreasing the likelihood that people willbegin smoking cigarettes, and reduci

tobacco counter-marketing campaigns, increasing the involvement of those already reached, and using those already engaged to increase an audience’s exposure to key messages. Events, community organizing, and partnerships are forms of grassroots marketing, and they are united by their goal to create and use target audience participation.

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