Learning Objectives: Identify methods to teach the public about tobacco control issues and use the public as advocates to push policy change. Describe the necessary elements of a state's tobacco control program's comprehensive branding program for the general public and the legislature. List techniques for evaluating the public's and legislator's attitudes, beliefs, and perceptions of tobacco control programming.
Abstract: As fiscal budgets in state legislatures decrease and the competition for dollars increases, tobacco control programs that focus on youth must also brand their efforts with both legislators and the general voting public. With the current fiscal condition of many states, it is no longer enough to have a successful youth prevention program. Generating public awareness among adults and garnering support from them about your organization is critical to mobilizing the community as advocates for both funding and policy initiatives.
During Year Two of its pilot programs, The Partnership for a Healthy Mississippi began tracking adults' knowledge, perceptions, and attitudes toward their youth programs. Combined with other scientific surveys, the research provided the information needed by The Partnership to develop a comprehensive public relations strategy to increase support for the organization, its youth programs, and its policy initiatives. During year four of the program, The Partnership expanded its branding efforts to include paid television media to explain the comprehensive program to the general public and elected officials.
The presenters will share the benefits and challenges inherent in branding your organization to these audiences. During the presentation, the presenters will discuss how to identify opportunities to educate legislators about the state's tobacco control program; coordinate a branding campaign to raise awareness among the general public about these programs; mobilize the public as advocates following such a campaign; and evaluate attitudes, beliefs and perceptions among the public and legislators about your programs and policy initiatives.
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