2007 Johns Hopkins Bloomberg School of Public Health 2007 Johns Hopkins Bloomberg School of Public Health

Developing a Mass Media Antismoking CampaignDeveloping a Mass Media Antismoking Campaign

Greg Connolly, DMD, MPHHarvard School of Public Health

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First Form

Note: a PDF version of this form (as well as the form on the next slide) is available to you now. Click the paperclip button, below, to access the file.

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Second Form

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Video 1: Camel

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Source: Massachusetts Tobacco Control Program. (2000).

Camel Ad

Campaign to prevent youth from smoking

Made fun of the Camel brand

Not effective for youth

Avoid humor or use humor very judiciously

Provide new information

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Video 2: Artery

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Source: Quit Victoria. (1992).

Artery Ad

About the ad Empathetic Graphically showed

consequences of smoking

Providing new information

Emotionally strong Highly effective Increased quit-line

calls and quit attempts

Immediate consequences of smoking

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Video 3: Baby Monitor Video

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Source: Massachusetts Tobacco Control Program. (2000).

Baby Monitor Ad

Focuses on secondhand smoke

Extremely powerful

No blame on smoker

Easily adaptable

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Video 4: Ronaldo

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Ronaldo Ad

Extremely powerful

Real face, real person

Strong empathy

Negative health consequences of smoking

Graphically shows damage

Source: Massachusetts Tobacco Control Program. (2000).

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Summary: Four Videos

Be careful with humor

Use hard-hitting messages that talk about negative health consequences Do not use fear—use reality

Tag ad with a quit-line phone number or Web site to seek help

Don’t blame or antagonize smokers Make sure smoker gets message

Think about how many actors are in ads so that you can save money

Make ads easily adaptable

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Analytic Model

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Evaluation Approaches

Select subset of ads for theoretical/conceptual purpose Assesses aided recall and perceived effectiveness

Use unaided recall Assess perceived effectiveness

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Population Surveys: Recall

Aided “One series of ads features a man talking about his wife

who died. Have you seen any of those ads?” (If yes): “Would you please tell me more about the ad,

for example who appeared . . . what was said?”

Unaided “Could you please describe the anti-smoking television

ad that you have seen recently”

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Population Surveys: Perceived Effectiveness

“How would you rate it on a scale from zero to ten—where zero means it is not a good anti-smoking ad at all, and ten means it is a very good ad?”

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Results: Population Surveys

Adult longitudinal study (1993–1996) Assessed perceived effectiveness of nine television

advertisements in 1996 Results for three groups

Quitters (n=135)

Continuing smokers (n=650)

Nonsmokers (n=759)

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Source: Adapted by CTLT from Biener, L. et al. (2000).

How Good an Ad Is by Emotional Level (Adults)

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Results

Ads perceived as most effective by all subgroups were those high in negative emotion These depicted illness due to tobacco use

Humorous ads were seen as least effective

Continuing smokers rated emotional ads with “tips on how to quit” as highly effective

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Survey of Recent Quitters (n=700)

“Did any television commercials about cigarettes contribute to your quitting smoking?”

(If yes): “Could you describe one such commercial?”

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Advertising as a Cessation Aid

Source: Adapted by CTLT from Biener, L. et al. (2006).

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Categorization of Open-Ended Descriptions of TV Ads

Illness: Australia series Baby monitor Careful Cowboy Debbie ETS Generic sick person Pam Rick Ronaldo

Body bags: Body bags/NYC Body bags/generic Body bags/other

Other truth: Daily dose/illness Generic truth

Pharmaceuticals

Inspirational quit tip: Girlfriends Picture on pack

Other: Celebrities saying don’t smoke Generic teen norms DPH tagline Can’t classify

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Television Ads Contributing to Quitting

Source: Adapted by CTLT from Biener, L. et al. (2006).

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Controlled Exposure Studies

Controlled exposure study Show advertisements to a panel of young people Ask them a series of questions about the

advertisements, looking at changes in intermediary behavior

Teenage Research Unlimited (1999)

Pechmann et al. (2003)

Terry-McElrath et al. (in press)

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Naturalistic Exposure Studies

Naturalistic exposure study Expose a large group of people in a community to a set

of ads Take a baseline survey Conduct a follow-up

Farrelly et al. (2002)

Biener et al. (2000)

Biener et al. (2002)

Biener et al. (2004)

Donovan et al. (2003)

Carol and Rock (2003)

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Summary of Findings

In all studies except one (Pechmann et al., 2003), the ads that performed the best were the most highly arousing

Normative messages were judged less effective

Humorous messages were judged least effective

Source: Lang et. al. (1997).

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Information Processing Mechanisms

Source: Adapted by CTLT from Lang et. al. (1997).

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Information Processing

If equated for arousal, positive messages recalled better than negative ones Use the negative message to get people into a window

of change: contemplation and action Use positive messages to give quit tips

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Consideration in Adapting Existing Advertisements

Actors’ fees (baby monitor has no actors’ fees)

Use ads that have been proven effective by existing research (Australia)

Conduct local qualitative research

Create a local link to policy campaigns

Be ready for ad placement costs

Use ads strategically

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Summary: Things to NOT Do

Do not say “no”

Avoid politicians, athletes, role models, or paid actors in ads

Avoid humor

Don’t go over the top (fear)

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Summary: Things to DO

Integrate media with campaign: “Air Cover for the Grand Trophy”

Stick to your strategy and be consistent

Maximize bonus weight and public relations ($1 paid= $3 free)

Use real people and real stories

Focus on negative health consequences

Introduce new facts on health effects

Frame television messages into radio, print, and billboard