Learning Objectives: Describe how the key components of a successful statewide media campaign can be used to mobilize community-level efforts in tobacco control
Abstract: Audience: State and community tobacco control program staff and advocates; counter-marketing, advertising, and public relations personnel.
Key Points: The State of Maryland’s Tobacco Use Prevention and Cessation Program’s Counter Marketing and Media program will be described in detail, including the key components of its branding campaign and how these can be applied to mobilizing community efforts in tobacco control: --Establish community outreach, education, and training --Research and create “real stories, real people” advertising and public relations messages --Establish a Mobilizer Committee of representatives from the tobacco control community --Develop a program to generate interest in and establish partnerships with key regional businesses --Design a statewide community-based media relations program --Identify effective uses of personal and organizational success stories --Assess various promotional items for encouraging action among target audiences --Understand the importance of a user-friendly, engaging Web site
Educational Experience: Panel members will present their experiences, strategies, and advice from developing and implementing a statewide media campaign with an emphasis on community outreach and collaboration. The panel will show some of the campaign’s television and print ads and encourage discussion and the sharing of other states’ experiences.
Benefits: The audience will be able to apply the strategies, components, and lessons learned of the “Maryland: Smoking Stops Here” media campaign to their own state- and community-level media-based tobacco control efforts.
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