Thursday, 21 November 2002 - 8:30 AM
Hilton San Francisco Yosemite Room C (130)

This presentation is part of MEDI-291. Correcting Misperceptions: How To Make Tobacco Use Less Socially Acceptable

Five-Point Media Strategy To Make Tobacco Use Less Socially Acceptable

Frank D. Rubini, BA, Heart and Stroke Foundation, Ontario, frubini@hsf.on.ca, Frank Rubini, BA, frubini@hsf.on.ca.

Learning Objectives: Describe a five point media strategy based on segmenting audiences into distinctive attitudal groups, that will measurably and dramatically alter the opinions of those stakeholders who view tobacco as socially acceptable, to view it as less acceptable.

Abstract:
Problem/Objective: To erode the permission to smoke so that tobacco use becomes increasingly socially unacceptable over time. The campaign was targeted to adults 18+ years of age.

Methods Based on extensive research of anti-tobacco campaigns from all over the world, the Foundation segmented strategies into five categories:

1. Economic toll of tobacco use. 2. Manipulation by the tobacco industry. 3. Hazards of second hand smoke. 4. Societal toll – (magnitude of their impact). 5. Emotional toll on loved ones.

Following focus group testing, the last component won over the others --emotion over rational wins out.

Based on this information, advertisements were produced with very powerful, emotional testimonials from real-life individuals describing how their tobacco use has effected their loved ones.
RESULTS: Surveys following the implementation of the campaign produced the following RESULTS: - 85% were aware of the campaign. - 93% say the ad was credible/believable. - 87% said the ad captured their attention. - 82% said the ad made them re-thing their opinions on tobacco use. - 31% said they discussed ads with others.

Discussion To implement an effective campaign that will dramatically sway the opinions of key influencers, a media strategy must be aimed at a group defined as “Complacent Libertarians”. These individuals are predominantly non-smokers, but struggle with the issue of rights of smokers versus fairness to non-smokers. Members from this grouping must be targeted with a emotionally charged message of how tobacco use impacts their loved ones.


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