Learning Objectives: Explain how to include students in all aspects of developing an anti-smoking campaign targeted to the college market.
Abstract: Southern Illinois University Carbondale was given the task of developing an anti-smoking advertising campaign targeted to female college students. In an effort to make the campaign more relevant to the target audience, students were recruited to work on all aspects of the project. During the course of the campaign development, the benefits, challenges, and most effective practices for working with students were discovered.
This presentation will outline the steps that need to be taken to incorporate students into campaign development. These include recruitment, selection, orientation, hierarchy establishment, process identification, designation of responsibilities, schedule development, quality control, and performance evaluation. The presentation will also address some of the challenges encountered while working with the students. Some of these include learning curve difficulties, time management, inability to handle creative criticism, motivation and incentives, and facilities and equipment logistics. Finally, the presentation will address the benefits of having a campaign developed by students for students. These include hands-on, professional quality experience for the students, publicity and image development for the school, opportunities for faculty members to interact more closely with a variety of students, and campaign messages that are more appealing and relevant to the target.
The goal of the presentation is to provide a specific model for other groups interested in having students participate in campaign development. It is also hoped that groups targeting other markets will be able to adapt some of the general principles to their specific segments.
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