1. Designing and Implementing an Effective Tobacco Counter-Marketing Campaign
Linda Block – Office on Smoking and Health, CDC
Karen Gutierrez – Office on Smoking and Health, CDC
Todd Phillips – Academy for Educational Development
2002 National Conference on Tobacco or Health
San Francisco, California
November 21, 2002

2. 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)

3. 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

4. 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

5. Process for Developing Manual (cont.)
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

6. 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)

7. 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

8. 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

9. CHAPTER 1: Overview of Counter-Marketing Programs
Overview of tobacco counter-marketing
Qualities of a good tobacco counter-marketing program

10. 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)

11. Seven Qualities of a Good Counter-Marketing Program
Long term
Made up of integrated, not isolated, components
Integrated into the larger tobacco control program
Culturally competent
Strategic
Evaluated
Adequately funded

12. 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

13. Example of Successful Counter-Marketing Programs: California (cont.)
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

14. 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

15. Example of Successful Counter-Marketing Programs: Florida (cont.)
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%

16. 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

17. CHAPTER 2: Planning Your Counter-Marketing Program
Seven strategic planning steps:
Describe the problem
Identify and learn about target audiences
Draft counter-marketing objectives
Determine counter-marketing approaches, channels, and program strategies
Consider collaboration
Plan for process and outcome evaluation
Begin counter-marketing program development

18. 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

19. 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

20. 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

21. 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

22. CHAPTER 4: Reaching Specific Populations
Four stages for developing a specific populations campaign:
Developing cultural competence
Understanding specific populations
Conducting research
Developing and implementing your counter-marketing campaign

23. 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

24. 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

25. 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

26. 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

27. How to Conduct an Evaluation
Six Steps for Conducting an Evaluation
Identify Stakeholders and Establish an Evaluation Team
Describe Your Counter-Marketing Program
Focus the Evaluation Design
Gather Credible Evidence
Justify Conclusions
Ensure Use of Results and Share Lessons Learned

28. 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

29. 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

30. 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

31. CHAPTER 9: Media Advocacy
Coordinating media advocacy efforts
The elements of media advocacy
Framing, developing messages, targeting your audience
Evaluating your media advocacy strategy

32. 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

33. 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

34. Appendices
Resources (government agencies, volunteer organizations, etc.)
Terms to know
Examples and tools from state programs
Additional reading

35. How to Obtain a Final Copy of the Manual
Mail in reply card from brochure
Call , press 2
Order from the CDC/OSH publications catalog online (
Download pdf online
Final versions will not be available until January 2003.

36. Our Contact Information
Linda Block
Karen Gutierrez