Social Norms CampaignTV/Radio/Cinema BuysJune 25th – July 29th 2007 • Department of Health • 6/21/2007
Media Objectives • To reduce and ultimately eliminate teen smoking by creating an environment of 100% compliance – every teen is carded every time • To create empowerment within the community to take responsibility for keeping our youth tobacco free • To create a public environment where store clerks know their adult customers expect them to card youth purchasing tobacco
Media Plan Parameters • Target Audience • Adults 25-54 • Persons 12-24 • Timing • June 25th – August 5th, 2007 • Geography • Statewide
Media Strategy • Our media strategy is to touch our target audiences during their daily life by utilizing a combination of traditional media such as TV & Radio as well as non-traditional media such as cinema advertising.
Media Tactics – Adults 25-54 • Broadcast/Cable Television • - Target a specific daypart such as Early News • - Target specific cable networks such as Lifetime, ESPN, BET, FOX News, CNN • Radio • - Target specific dayparts • - Run 70% of media weight in Drive Times and Mid-day
Media Tactics – Persons 12-24 • Cable Television • - Target cable newtorks such as MTV, Comedy, Cartoon Network, Spike TV, ABC Family Channel • Radio • - Target key dayparts such as Mid-day, Evenings and Weekends • - Run 70% of the media weight in these dayparts