1. Exposing the Truth: Wisconsin’s Counter-Marketing Campaign Tana Feiner Spencer Straub Joan Herzing

2. At a glance Review the planning and implementation of the campaign View ad materials Discuss lessons learned

3. Campaign Origins State statute requirement Counter industry’s online presence Short timeline

4. Campaign Rationale Emerging new products Need for education on health effects

5. Team Effort Media partners Subject experts Leveraged credibility of existing youth resources

6. Know your audience 13-17 year old male/female Who are they? – Heavy online use – Friendships very important – May be open to smoking alternatives

7. Messaging Approach Hard-hitting anti-industry message Modeled after truth®, Wisconsin’s FACT movement Use industry as gateway for other messages

8. Media Strategy Strategy included statewide radio and online advertising on key youth sites All advertising directed teens to www.myspace.com/youarenotsheep www.myspace.com/youarenotsheep

9. Myspace Timing, budget didn’t allow for creation of original site Customization and integration Myspace still strong with teens

10. Creative Highlights Stress industry manipulation Bold visuals to draw attention Multi-layered message Empower youth to take action

11. Creative Radio Banner Ad

12. Campaign Timing and Metrics 4 paid wks. May-June, bonus PSAs in July Visitation Goal: 1,000 Ad Impression Goal: 8,157,500 Friends Goal: 100

13. Campaign Success 4,500 visits (350% over original goal) 9,573,082 online impressions 120 friends

14. Lessons Learned Have an online presence Remember—you’re not the target Have a plan if you’re doing social networking