Learning Objectives: 1. Evaluate effective branding and marketing in statewide youth anti-tobacco campaigns 2. Assess the role of advertising and public relations in social marketing campaigns 3. Facilitate integration of communications functions
Abstract: This workshop is targeted to state tobacco control program directors and communications directors and county and city tobacco control administrators, conducting large campaigns. Key points will be illustrated by experiences with youth counter marketing campaigns, but the content can also be applied to other tobacco related campaigns.
This workshop will explain how to maximize marketing and public relations budgets. It will provide insights on social marketing, the role of marketing and public relations, and the relationship between the two. It will demonstrate how encouraging collaboration between these functions can increase the campaign’s impact.
Participants will gain a deeper understanding of how to create and maintain a powerful brand identity for its youth movement through advertising and the full range of marketing tools available. They will also learn how public relations can extend and enhance the reach and credibility of advertising and branding messages.
This workshop will be presented by two global advertising and public relations giants, BBDO and Fleishman-Hillard, which will use their experience in youth marketing and New Jersey’s youth prevention movement, REBEL, to illustrate their conclusions. They will present case studies through video and other graphics to demonstrate the key points, giving examples of effective strategies and the results.
States and local administrators conducting public awareness and media campaigns will benefit by learning how to maximize use of tobacco control funds and increase results. This will enable them to compete more effectively with the billions of dollars that the tobacco industry pours into its marketing campaigns.
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