Audience: Health promotion professionals interested in the utilization and application of research driven social marketing techniques and practices to plan, develop, implement and evaluate a health marketing campaign. Key informants – tobacco control programs, health department employees, academicians involved in tobacco related issues and concerned citizens.

Key Points: Conclusions to be presented in developing a social marketing campaign are: to define specific tactics for diverse populations (e.g. minority groups which include pregnant women and Hispanics), to recognize health promotion interventions that will prompt viewers to take action, to develop strategies to track and evaluate success. The basis for these key points is to isolate the emotional commonalities in targeted audiences utilizing data from "Emotion, Nicotine, and Public Health Messaging," a marketing and research study which provides counter marketing techniques. As an indication of Stamp Out Smoking (SOS) success, a recent tracking survey revealed that 75% of respondents recalled the Stamp Out Smoking campaign and its message.

Learning Objectives: Presenters will discuss creative strategies of how we adopted the target messages for use and application in the campaign to focus on elements that contributed to the success of the drive while emphasizing the branding of SOS. We will reveal the bold and imaginative advertising strategy by providing examples of advertising in print, television and radio, and how collateral items enhance the field marketing experience. The workshop will conclude with recent campaign results.

Benefits: Participants will take home multilevel strategies which appeal to broad audiences to develop and refine concepts, messages, services and media campaign distribution.