Learning Objectives: Understand and recognize key strategic components needed to develop, implement and track a broad reaching mass media campaign.
Abstract: Audience: Media campaign managers from state or local health departments and local or national organizations.
Key Points: Public Health communications staff will see firsthand how Minnesota (MPAAT) leveraged the facts about the dangers of smoking and secondhand smoke to create a compelling campaign that after only a few months was already having an impact. The campaign has been well received nationally and is currently being used in more than seven states.
In less than three months awareness about the dangers of secondhand smoke in Minnesota went from 54% to 98%. And, only seven months after the campaign started smokers were already changing their behavior. • 26% of smokers reported smoking less. • 73% of smokers claimed to be smoking less around children. • 62% of smokers claimed to be smoking less in their homes.
Educational Experience: This workshop will share with participants the documents, key insights and models the team used to develop the overall strategy for the campaign. The panel will also share the input received from consumers and how that impacted the direction of the campaign. Finally, participants will see what measures are in place to track the campaign and how that learning is being used.
Benefits: Participants will benefit from learning step by step how the MPAAT team worked with primary and secondary data to uncover compelling insights that motivated smokers and non-smokers alike. They will also see how the team tracked the results of the campaign and is using this information for future campaigns.
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