2. Project Goal: Improve the impact of cessation-focused campaigns at helping smokers quit by: –Employing the key campaign lessons learned of the global tobacco control community –Increasing the financial commitment to these campaigns over time by governments and other organizations

3. Target Audience for Project: Tobacco control campaign practitioners from around the world Those who help them in their campaigns: –Advertising and PR agencies –Campaign researchers/evaluators –Partner organizations (heart, lung, medical associations; coalitions, etc.) Key decision makers who approve campaign content and funding

4. Key Project Initiatives: Global conference –To share and discuss learnings and help participants apply them to own situations Dissemination of lessons learned –Via interactive web portal, printed documents, WCTOH symposium, consultation with departments of health, etc. Tool kit –For campaign development and implementation Advertising effectiveness awards

5. Project Partners American Cancer Society American Legacy Foundation AMV BBDO Campaign for Tobacco Free Kids European Network of Quitlines Global Tobacco Research Network & Institute for Global Tobacco Control at Johns Hopkins Health Canada International Union Against Cancer (UICC) North American Quitline Consortium Pan American Health Organization Pfizer England Department of Health Quit Victoria and VicHealth Centre for Tobacco Control

6. Phase One: Campaign Data Compilation and Synthesis Over 250 contacts made Over 80 individuals completed surveys from over 20 countries –All invited to conference to discuss learnings Data synthesized to develop topic overviews and determine conference speakers 70 individuals participated in conference (13 countries, 6 continents)

7. Survey Responses by Region AFRICA  Ghana  Nigeria ASIA  China  Japan EUROPE  Belgium  France  Portugal  Sweden  UK  Czech Republic  Poland  Norway MIDDLE EAST  Iran  Syria PACIFIC OCEANIA  New Zealand  Australia NORTH AMERICA  Canada  United States  Mexico SOUTH AMERICA  Uruguay  Brazil

8. Campaign Topic Areas Overall Strategy Creative/Advertising Media Planning & Placement Collateral Support Cessation Services and their Promotion Research & Evaluation Securing and Sustaining Funding

9. Lessons Learned— Creative/Advertising Emphasize certainties versus risks Use real quitters & authentic voices Combine ‘sticks’ and ‘carrots’ Include secondhand smoke messages Think global, act local (take advantage of available resources)

10. Australia “Bubblewrap”

11. Lessons Learned— Creative/Advertising Emphasize certainties versus risks Use real quitters & authentic voices Combine ‘sticks’ and ‘carrots’ Include secondhand smoke messages Think global, act local (take advantage of available resources)

12. Utah “I Did It!” campaign

13. New Zealand Maori quitting campaign

14. American Legacy Foundation “Bob Quits” campaign

15. Lessons Learned— Creative/Advertising Emphasize certainties versus risks Use real quitters & authentic voices Combine ‘sticks’ and ‘carrots’ Include secondhand smoke messages Think global, act local (take advantage of available resources)

16. ‘Sticks’ and ‘Carrots’ ‘Why to Quit’ and ‘How to Quit’ messages ‘Sticks’ are hard-hitting, graphic or emotional that make smokers put quitting on today’s agenda ‘Carrots’ are positive, hopeful messages that embrace smokers and provide them with quitting resources

17. Lessons Learned— Creative/Advertising Emphasize certainties versus risks Use real quitters & authentic voices Combine ‘sticks’ and ‘carrots’ Include secondhand smoke messages Think global, act local (take advantage of available resources)

18. Minnesota “Car Seat”

19. Lessons Learned— Creative/Advertising Emphasize certainties versus risks Use real quitters & authentic voices Combine ‘sticks’ and ‘carrots’ Include secondhand smoke messages Think global, act local (take advantage of available resources)

20. New South Wales, Australia “Echo”

21. Lessons Learned— Media Planning & Placement ‘Once is not enough’ Live where smokers live Match media placements with messages Buy media for decision- makers too!

22. Lessons Learned— Collateral Support Earned media--valuable, cost- effective, agile tool Can support/amplify campaign or stand alone to lead change Facts tell, stories sell Pack warnings are unexploited marketing tool

23. England’s multiple media approach increased effectiveness Among Those Who Recalled SHS Campaign Talked about giving up with friends and family Advertising made me more likely to quit Took action towards giving up as result of seeing advertising TV onlyTV/press/ poster 27% 41% 57% 37% (137) 50% (122) 70% (123) Source: BMRB Tracking Feb 2004 Index

24. Lessons Learned— Cessation Services & Promotion Greater success at motivating smokers to quit than turning that into action Goal should be reduced prevalence, not calls to quitline Need chronic support, not one-shot assistance Show what to expect when calling quitline

25. Global Dialogue Next Steps 1.Summarize global lessons learned 2.Submit abstracts for WCTOH presentations and workshops 3.Enlist new project partners and select 2006 initiatives E.g., interactive website, e-newsletter, papers, toolkit, advertising awards

26. Contact Information Karen Gutierrez Global Dialogue Project Manager 651-330-5293 gutierrez@globalink.org