Download
new ads in the media campaign resource center mcrc january 2009 n.
Skip this Video
Loading SlideShow in 5 Seconds..
New Ads in the Media Campaign Resource Center (MCRC) January 2009 PowerPoint Presentation
Download Presentation
New Ads in the Media Campaign Resource Center (MCRC) January 2009

New Ads in the Media Campaign Resource Center (MCRC) January 2009

146 Vues Download Presentation
Télécharger la présentation

New Ads in the Media Campaign Resource Center (MCRC) January 2009

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. New Ads in the Media Campaign Resource Center (MCRC) January 2009 Cecile Douglas Macro International Support Contractor to CDC/OSH January 15, 2009

  2. Nebraska—Tobacco Free Nebraska (TFN) & Virginia Tobacco Settlement Fund (VTSF) • TFN submitted 29 new ads to MCRC. • 20 are broadcast media (TV/radio); nine are print/billboard ads. • 17 TFN ads have testing/reports in the MCRC summaries • VTSF submitted three TV ads (no testing reports) • Some ads are cost free and are labeled

  3. TFN Ad Series Title: Car Talk (TV & Radio) Secondhand Smoke – General; Health Consequences of Smoking

  4. TFN Ad Series Title: Car Talk (TV & Radio) Secondhand Smoke – General; Health Consequences of Smoking • Ad Content Summary (4 ads): • Mom is smoking in the car oblivious to her kids’ complaints/discomfort in the back seat— difficulty breathing, smarting eyes, etc. • On the car radio someone is talking about the danger of SHS to kids (SIDS, asthma, etc.); the smoke collected in the car spells out the harmful chemicals in tobacco smoke as the announcer names them • Mom listens, looks in the rear-view mirror and becomes aware the kids are being affected by the smoke— puts out the cigarette • Voiceover announcer: “Protect your children; don’t smoke around them or any child”

  5. TFN Ad Series Title: Car Talk (TV & Radio) Secondhand Smoke – General; Health Consequences of Smoking Links to these ads on MCRC: • TV— English & Spanish versions http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1719http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1720 • Radio —English & Spanish versions (Cost free ads) http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1717http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1718

  6. TFN Ad Series Title: House Distressed (TV & Radio)Secondhand Smoke – General; Health Consequences of Smoking

  7. TFN Ad Series Title: House Distressed (TV & Radio)Secondhand Smoke – General; Health Consequences of Smoking Ad Content Summary: • Four ads portray various scenes of parents engrossed in an activity while smoking in the home • Kids are visibly affected and complain with no reaction from the parent • TV/radio broadcasters are seen/heard describing cancer-causing chemicals contained in secondhand smoke; also state that turning on a fan, smoking in another room, or opening a window does not help; emphasize the only sure protection is to not smoke around children • In the TV ads the children draw parents’ attention to the message, the smoker listens and puts out the cigarette.

  8. TFN Ad Series Title: House Distressed (TV & Radio)Secondhand Smoke – General; Health Consequences of Smoking Links to these ads on MCRC: • TV— English & Spanish versions http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1724http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1734 • Radio —English & Spanish versions (Cost free ads)http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1725http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1736

  9. TFN Ad Series Title: Celebrate (TV & Radio) Smoke-free Law Implementation Campaign

  10. TFN Ad Series Title: Celebrate (TV & Radio) Smoke-free Law Implementation Campaign Ad Content Summary: • Spanish—a male visitor starts to light-up in a family home with small children; the mother tells him politely their home is smoke-free and he puts away the pack; the camera moves outside and viewers see a smoke-free homedecal on the front door. • #1 Caucasian—a couple seated in a restaurant; the female is remarking to her partner on the improvements in the atmosphere— clear air, clean smell, ability to breathe better—and gives credit to a new, smoke-free indoor air policy. • #2 African American— scene one is an office party /celebration; voiceover announcer explains the celebration is about the employees’ decision to live smoke-free lives; the next scene is at one of the office workers’ homes—a guest attempts to light up; she tells him kindly to “take it outside.” • Radio—listener hears restaurant sounds before a female voiceover begins excitedly to point out to her male companion what she loves about dining in a restaurant free of secondhand smoke—cleaner smell, clearer air, and the ability to breathe more easily. She ends by saying that smoke-free air benefits everyone and we should, “breathe it, love it, live it.”

  11. TFN Ad Series Title: Celebrate (TV & Radio) Smoke-free Law Implementation Campaign Links to these ads on MCRC: • Spanish TV http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1735 • #1 Caucasian (TV) http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1721 • #2 African American TV http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1722 • Radio — (Cost Free ad)http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1723

  12. TFN Ad Series Title: Triggers (TV)Cessation/Quitline Campaign

  13. TFN Ad Series Title: Triggers (TV)Cessation/Quitline Campaign Ad Content Summary: • Series of three ads in which characters discuss connections between their daily lifestyle activities— eating a meal with friends, talking on the phone, checking stock performance on the internet etc. — and their tobacco use patterns; includes smokeless tobacco. • Each ad provides contact information for the local smoking cessation Quitline.

  14. TFN Ad Series Title: Triggers (TV)Cessation/Quitline Campaign Links to these ads on MCRC: • Triggers Meal (English & Spanish versions) http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1729http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1733 • Triggers Chew (Cost Free ad)http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1731 • Triggers Phone (English & Spanish versions)—(Cost Free ads)http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1730http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1732

  15. TFN Ad Series Title: Sick of the Smoke (TV) Secondhand Smoke – General; Health Consequences of Smoking; Secondhand Smoke in the Workplace

  16. TFN Ad Series Title: Sick of the Smoke (TV) Secondhand Smoke – General; Health Consequences of Smoking; Secondhand Smoke in the Workplace • These ads have multicultural performers • All Cost Free TV • No research/testing reports available

  17. TFN Ad Series Title: Sick of the Smoke (TV) Secondhand Smoke – General; Health Consequences of Smoking; Secondhand Smoke in the Workplace Ad Content Summary: • This series of three ads show persons of various ages and ethnicities representing the general public, patrons, and employees in the hospitality industry(restaurants/ and bars.) • Characters emotionally express frustration with exposure to secondhand smoke, concern for themselves and family members (children), and their fear of dying from smoke-related disease; others memorialize loved-ones and friends who never smoked but died of SHS-related diseases. • Each ad ends with the voiceover actor/s saying “I am sick of the smoke!”

  18. TFN Ad Series Title: Sick of the Smoke (TV) Secondhand Smoke – General; Health Consequences of Smoking; Secondhand Smoke in the Workplace Links to these ads on MCRC: • Sick of the Smoke 1 http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1726 • Sick of the Smoke 2 http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=172 • Sick of the Smoke 3 http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1728

  19. VTSF Ad Title: Kiss (TV)Youth - Prevention

  20. VTSF Ad Title: Kiss (TV)Youth - Prevention • Ad Content Summary: • Various scenes of young couples kissing. • Tag line at the end reads “Non-smokers get kissed more.” • Links to these ads on MCRC: • http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1714 • http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1715

  21. VTSF Ad Title Meatbelt (TV)Youth - Prevention

  22. VTSF Ad Title Meatbelt (TV)Youth - Prevention • Ad Content Summary: • Four high school girls meet at their lockers at school; one girl is wearing a low-slung belt decorated with raw meat; she responds to their question about why she is wearing the meatbelt with: “Why are YOU not wearing a meatbelt?” ; no one responds; the belt-wearer shuts her locker and walks away proudly; a tagline reads, “Isn’t smoking just as stupid?” • Link to this ad on MCRC: • http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1716

  23. MCRC Contact mcrc@cdc.gov www.cdc.gov/tobacco/mcrc 770-4884-5705 ext. 2