Learning Objectives: Describe the necessary elements of a comprehensive branding campaign for a state tobacco control program. List elements of a successful strategic plan for using the media (paid and non-paid) in a branding campaign. Identify methods to teach the public about their state's tobacco control programs. List techniques for evaluating the public's attitudes, beliefs and perceptions about tobacco control programs.
Abstract: Often times, tobacco prevention programs are branded with clever names and media campaigns designed to capture the attention of the youth market. The general public doesn't see or associate the programs with comprehensive tobacco control programs. As tobacco settlement dollars are proving to be a tempting source of budget balancing funds for many legislatures, the support garnered from the general public for tobacco prevention programs can be a key element in obtaining or retaining funding.
The Partnership for a Healthy Mississippi's youth focused tobacco control program began tracking adult's knowledge, perceptions, and attitudes toward their efforts in year two of their program. Based on the results of this research, The Partnership advanced a comprehensive public relations strategy to increase support from the general public and legislators for their efforts. During year four of the program, The Partnership's branding efforts were expanded to use paid television media to explain the comprehensive program to the general public. The presenters will share the benefits and challenges inherent in branding your organization.
Presenters will share four scenarios. They are as follows: 1. Coordinating and organizing a complete "branding" campaign using both paid and non-paid media to inform the general public of the state's tobacco control programs 2. Developing a strategic branding campaign for both print and television media 3. Managing and developing an ongoing dialogue with legislators through the public to educate them about comprehensive programs 4. Evaluating the public's and legislator's attitudes, beliefs and perceptions of your programs.
Back to Building Your Organization's Brand
Back to Media and Communications Strategies
Back to The 2002 National Conference on Tobacco or Health