Learning Objectives: Implement more effective media campaigns in support of advocacy goals Recognize how national tobacco news stories can be incorporated into state and local efforts Utilize media advocacy tools such as video news releases, audio news feeds and template (swiss-cheese) media materials
Abstract: In recent years, tobacco control advocates at the state and local levels have become adept at incorporating national news stories on new tobacco-related scientific research and tobacco industry misdeeds into media campaigns that help achieve their advocacy goals. While national in scope, these stories can be localized through the use of state-specific statistics and linking them to a state-specific call to action. For example, new research on the effectiveness of cigarette tax increases can be translated into local statistics on smoking rate reductions and lives saved in support of a cigarette tax campaign, and new studies on tobacco industry marketing to children can be used to make the case for state funding of comprehensive tobacco prevention programs. The more local the statistics and call to action, the better the news coverage. Tools utilized by advocates include video news releases, audio news feeds and template (swiss-cheese) media materials, including press releases, op-eds, letters to the editor, and advertising. Through two case studies, this workshop will demonstrate how advocates can use these tools and national stories on tobacco to maintain a constant drumbeat of news in support of their advocacy efforts.
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