1. Lessons from Tobacco Control: Social Branding for Behavior Change
Nancy Erickson, Public Health Communication & Policy Advisor

2. Vermont Seat Belt Data – No or Improper Use

3. Seat Belt Use Over Time
CIOT=Click It or Ticket campaign

4. Vermont Seat Belt Use – Field Survey
Males and those driving trucks were least likely
to be wearing a seat belt.

5. Are there commonalities?
Pickup truck drivers in the most rural part of the Vermont are least likely to wear seat belts.
Certain behaviors are driven by personal identity.
Segment the general population into groups that behave in similar ways and have similar needs.
Identify their unique identities and values to develop interventions that reach them in an authentic way.

6. Vermont Department of Health
A Case Study in Social Branding
Youth Tobacco Prevention Program for the High-Risk “Country” Teen Peer Crowd
Vermont Department of Health

7. Common Teen Peer Crowds
RURAL TEENS

8. Teens who identified with the Country peer crowd used tobacco at far higher rates than the general teen population in Vermont, particularly chewing tobacco.

9. “Down And Dirty” Campaign is Born
Social branding program targeting Country teens
Experiential marketing at Country events
Digital and traditional media targeted to Country teens
Interactive Facebook strategies
Trained brand ambassadors

10. Rural Teen Digital Media
Youth view fewer hours of traditional TV than content from digital sources.
Online video watched by 96% of youth at an average of 11 hours weekly
Traditional TV viewed by 81% of youth at an average of 8 hours weekly
Source: 2015 Acumen Report—Constant Content
efy media partnering with Hunter Qualitative Research and child psychologists at KnoWhy Research
Vermont Department of Health

11. Down & Dirty Digital Strategy
Use Facebook and D&D website to reach and engage Country teens
Targeted online advertising promotes branded smoke-free messages and drives the audience back to D&D’s online channels
Social media builds a deeper relationship with the audience, promotes upcoming events, and communicates the brand’s tobacco-free messages in a culturally relevant way
Mix of tobacco messaging posts and lifestyle posts

12. ONLINE ENGAGEMENT
Example of Facebook engagement with brand.

13. Tobacco Use – D&D Vermont
VERMONT TOBACCO USE
Tobacco Use – D&D Vermont
Decrease in usage of all tobacco products since 2014, except e-cigarettes.

14. The Take Away: Know your Audience!
Who they are: ID/research segmented population to learn their unique identities, attitudes and values that lead them toward certain behaviors.
Brand authenticity is everything.
Where they are: ID the right channels to reach and influence.
Leverage digital media.

15. EXtra: Country Targeted Ad: The Hunt
Google – down and dirty life – for the series of ads.