Learning Objectives: At the end of this presentation, attendees will be able to (1) identify ways to tailor and place messages toward to specific populations, including Hispanic/Latino poulations; gay, lesbian, and transgendered youth and adults; young adult and youth engaged in Hip-Hop culture. (2) Explain differences between counter-marketing and social marketing, recognizing how they can work together to attain strategic objectives; (3) Explain how to use both counter marketing and social marketing to reach specific audiences; (4) Describe how to do audience research for specific populations so that messages fir the receiver of the message and motivate them to make healthy decisions about tobacco use.
Abstract: Audience–This panel is aimed primarily at tobacco control practitioners who work in counter-marketing, social marketing, policy, strategic planning, program management, and state and local community mobilization. This presentation would be of interest both to those with little experience.
Key Points– (1) Counter-marketing is best executed with a clear understanding of the intended audience and the objective for that audience from the start. (2) Different populations draw upon specific cultural, language, and historical perspectives. This means creators and disseminators of messages need to use sensitivity and skillful audience research to best tailor and direct messages to different groups. Otherwise, valuable resources may wasted on groups who don’t understand or relate to messages sent to them. (3) Case studies, focus group materials, and literature reviews offer excellent background and insight. (4) Examples to be studied include Hispanic/Latino populations; gay/lesbian, transgendered populations; young adults and youth Hip-Hop enthusiastists.
Educational Experience– Five presenters will describe experiences both from OSH as well as states and communities in reaching special populations. For example, presenters will suggest communication strategies for reaching LGBT populations, and explain how the tobacco industry uses direct and indirect marketing against this and other vulnerable populations.
Benefits– Reaching special populations is a fundamental guiding principle and requirement in the nation’s “best practices” approach to tobacco control. Tobacco control practitioners frequently express a need and interest in knowing more about how to reach the special populations in their communities effectively and with the most efficient use of their program dollars. This presentation is geared at helping them achieve those goals.
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