1. Phase 1 Mass Media Campaign Communications Pre-Testing Protocol
India National Tobacco Control Programme

2. Presentation Agenda Campaign’s Strategic Planning Approach
Communications Pre-Test Method & Results
Presentation of Final Public Service Announcements – Smoke & Child, Campaign Brand and Signage
Discussion

3. Social Marketing Approach
“…the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of the society of which they are a part.”
(Andreason, 2003)

4. Strategic Approach Two Message Themes
Theme One – Raising awareness of smokefree legislation and enforcement
Theme Two - Warning of the dangers of tobacco – active and passive smoking

5. 4 Stage Strategic Communication Planning Cycle
Development
Planning 1
Identifying Problem
& Developing Campaign Objectives
Developing
& Pre-Testing
Concepts,
Messages,
Materials &
Activities 4 4
Evaluating
Campaign for
Future Planning 2 3
Implementing
the Campaign
Evaluation
Implementation

6. Campaign Target Groups
Primary Target Audience
18 – 44 year old male and female smokers of varying
SEC in urban and peri-urban settings.
Secondary Target Audience
Younger/older male and female smokers and
non-smokers of varying SEC in urban, peri-urban
and rural settings.

7. Campaign Target Groups
Key influencers
Politicians, municipal/corporation administrators, doctors, local leaders and faith leaders.
Police enforcement officers, health inspectors, teachers
and NGO staff involved in enforcement.
Worksite, schools and hospitality industry management.
Celebrities, role models and other key influencers.
Sports and arts administrators, film industry executives
and directors.

8. Campaign Objectives Theme 1 Messages - Smoke-Free Jurisdictions
Increase target audience awareness of the
smokefree Act - COTPA.
Increase target audience knowledge about GOI
commitment to enforcing COTPA.
Improve enabler groups attitudes towards
enforcement.
Increase practices of smokers to not smoke
in public places or ask others to stop smoking.
Increase non-smokers advocacy practice towards
maintenance of smoke-free jurisdictions.

9. Campaign Objectives Theme 2 Messages - Tobacco Health Risks
Increase target audience knowledge about the
toxicity of tobacco smoke and the illnesses caused.
Increase target audience personal risk perceptions of
active and passive smoking.
Increase practices of smokers to not smoke
around others.

10. Stage 2 Development Communication Pre-test Creative Materials
Evaluation of Creative Concepts –
3 Concepts – Theme 1
3 Concepts - Theme 2
Evaluation of Campaign Brands
Evaluation of Point of Smoking (POS) signage

11. Stage 2 Development Communications Pre-test Method
16 Focus Group Discussions
conducted – Aug 2008
Cities in 3 States – Delhi
(North), Mumbai (West) &
Chennai (South)

12. Stage 2 Development FGD Sampling Frames
Cities
Theme -1
Theme -2
Total FGD
Delhi 4 2 6
Mumbai 3 5
Chennai
Total 10 16

13. M/F Advocates/Enablers
Stage 2 Development
FGD Sampling Frames
Group
Location
SEC
AGE
Gender & Criteria 1
Delhi AB
18-24
Male Smokers 2
25-34
Female Smokers 3 CD
35-44 4
ABCD
18-44
M/F Advocates/Enablers 5
Chennai
Female Non-Smokers 6 7 8
Mumbai 9
Male Non-Smokers 10

14. Stage 2 Development Communication Pre-Test Method
8–10 respondents per group.
Use of standardised, semi-structured discussion guide
and trained moderators.
Rotation of concept stimuli to avoid positional bias.
Use of self-completion forms to record spontaneous
emotional impact.
Use of quantitative ranking form recording emotional,
intellectual and actionable indicators to support
qualitative findings (self-completion).
Video-recording of FGD to client observation room.

15. Stage 2 Development Communication Pre-Test Indicators
Spontaneous Impact - What is the first emotion that you felt immediately after you saw this announcement?
TOUCHED SELF-RIGHTEOUS PESSIMISTIC
FRIGHTENED MOVED INSPIRED
OFFENDED THREATENED SAD
ENTERTAINED AWARE OUTRAGED
SPIRITED ALERT BORED
SHOCKED CONTEMPLATIVE OPTIMISTIC
EMBARRASSED MOTIVATED UNMOVED
Other emotions l had when l saw the announcement…

16. Stage 2 Development Communication Pre-Test Indicators
Emotional, Intellectual and Actionable Indicators
Concept that I would most remember
Concept that made me feel most concerned
Concept that made me feel most personally threatened
Concept that made me feel l most wanted to do something
about smoking
Concept most likely to get me to ask a smoker to stop smoking in
a non-smoking area
Concept most likely to curb my smoking
Concept which had the most visual appeal to me
Concept that works best in both languages

17. Stage 2 Development Communication Pre-test Stimuli – Theme 1
Restaurant
Office
Smoke

18. Stage 2 Development Communication Pre-test Stimuli – Theme 2
Child
Lungs
Address

19. Stage 2 Development Communication Pre-test Stimuli – Brands

20. Stage 2 Development Communication Pre-test Approach
Warm-up and general discussion to identify KAP.
Two exposures of each concept, with self-completion
of spontaneous emotional response forms.
Followed by minutes discussion – qualitative
feedback.
Following discussion on all 3 concepts, completion
of overall ranking form – quantitative feedback.

21. Stage 2 Development Communication Pre-test Results
43%
30%
24%
17%
Aware
Touched
Alert
Sad
Inspired
Spontaneous Emotional Impact – Smoke Concept

22. Stage 2 Development Communication Pre-test Results
Smoking is injurious to health
Focussed to stop smoking/determination to quit smoking
No Smoking in public place
Smoking pollutes the environment
Awareness about negatives of smoking
To make city/country smoke free
Affects others/non smokers
Fine should be paid for smoking at public places
Smoking in hotels/public places is an offence
Responsibility
41%
20%
15% 8% 5% 4% 3% 2% 1%
Message Take-out -
Address Concept

23. Stage 2 Development Communication Pre-test Results
Results of participant ranking of the three concepts against
the 17 emotional, intellectual and actionable indicators.
Theme 1 Concepts - Final Mean Scores*
Smoke 84
Restaurant 77
Office
Theme 2 Concepts - Final Mean Scores**
Lungs 86
Child 79
Address
*Quantitative scores concurred with qualitative assessment of concepts.
**Qualitative assessment of Child ranked higher than Address.

24. Stage 2 Development Communication Pre-test Results – Brands
RANKED 1*
SCORE – 54
RANKED 2
SCORE – 44
RANKED 3
SCORE – 31
* Quantitative scores concurred with qualitative assessment of concepts.

25. Stage 3 Implementation Final Brand Design

26. Stage 3 Implementation Final Public Service Announcements
Smoke (Theme 1 Communication)

27. Stage 3 Implementation Final Public Service Announcements
Child (Theme 2 Communication)

28. Stage 3 Implementation PSA Communication Post-test
Additional four FGD conducted following completion
of final PSAs to confirm that changes were
faithfully executed – Total 20 FGD conducted.

29. Stage 3 Implementation Outdoor Application of Concepts and Brand

30. Stage 3 Implementation Outdoor Application of Concepts and Brand

31. Stage 3 Implementation Outdoor Application of Concepts and Brand

32. Stage 2 Development Pre-test Results – POS Signs
International non-smoking roundel required.
Limited wording - penalty and Gov. accreditation.
Local language and English versions needed.
Simple 2 colour repro is clear and cost effective.
Long-copy versions of the Act will not get read.

33. Stage 3 Implementation Final POS Signage
Mandatory COTPA Sign 60cm x 30cm
Complementary A4-A5 Indoor signs

34. Communications Pre-Testing Lessons Learned
Pre-testing provides insights into target audience responses
to communication messages to guide creative development.
The use of qualitative and quantitative data reinforces
validity of findings.
FGD should be done independently of creative development
to avoid internal bias.
Pre-testing can also identify regional cultural differences.
Additional KAP data can be gleaned prior to the pre-test.

35. Phase 1 Mass Media Campaign Communications Pre-Testing
Discussion

36. Thank You
Dr. Jagdish Kaur, Chief Medical Officer, Ministry of Health and Family Welfare, Government of India
Tahir Turk, Mass Media Technical Advisor, World Lung Foundation