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Campaign Review

Lessons Learned from Mass Media Campaigns to Reduce Exposure to Secondhand Smoke: Work in Progress Karen Gutierrez Elizabeth Schar Rebecca Murphy Dave Nelson CDC Office on Smoking and Health. Campaign Review. Sponsored by CDC

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Campaign Review

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  1. Lessons Learned from Mass Media Campaigns to Reduce Exposure to Secondhand Smoke: Work in ProgressKaren GutierrezElizabeth ScharRebecca MurphyDave NelsonCDC Office on Smoking and Health

  2. Campaign Review • Sponsored by CDC • Data/results solicited via Globalink (2003), individual e-mail and phone requests, networking in tobacco control community • Data collected from 6 countries, European Union, 8 U.S. states to date: • Australia, Canada, New Zealand, Phillipines, England, European Union, U.S. • U.S. states: California, Florida, Kansas, Massachusetts, Minnesota, Mississippi, North Carolina, Wisconsin

  3. Approaches Used to Gauge Campaign and Ad Effectiveness • Population-based behavior surveys • Advertising awareness & persuasion studies • Surveillance surveys • Interviews with key informants • Focus groups, individual interviews • Policy success

  4. Characteristics of Data • Diversity of methods, so challenging to compare directly • Qualitative data critical to gaining key insights about what motivates individuals and how messages make them feel • Diversity of measures used to determine “success” • Key measures we are looking for: changes in relevant knowledge, attitudes, behavior and changes in policy • Challenging to disentangle messages from formats, tone and other variables such as media presence

  5. Caveats about Campaign Review • Not a traditional literature review • Data were solicited globally but results are coming primarily from developed countries • Detailed data primarily from U.S. sources • Lessons learned are meant to provide general direction to campaign planners, based on available data; each country/locality must do its own research and evaluation

  6. Main Message Themes Employed • Unknown (or not typically thought of) dangers of secondhand smoke • Protection of one’s children and other vulnerable family members • Individuals’ right to breathe clean air • Harm to workers in smoke-filled environments

  7. Key Changes Sought and Achieved • Greater understanding of dangers of SHS • Increase in reported smoke-free homes and cars • Smokers’ decision • Nonsmokers’ influence • Decrease in reported smoking around children • Increased support for smoking bans in public places, work places • “challenge is to make nonsmokers feel comfortable supporting something they want without feeling like they are infringing on the rights of others.” • Increase in calls to quitlines

  8. Other Global Campaign Reviews Conducted: • Smoking cessation campaigns • To order report, contact • www.who.int/tobacco/en • mcrc@cdc.gov • Also, videotapes available of 1) ads highlighted in report, and 2) all cessation ads collected as of 2001 • Youth tobacco use prevention campaigns • To order report, contact kareng@mi.cl • Will be available early 2004

  9. Contact Information:Karen Gutierrez kareng@mi.cl 562-242-3749 (Chile)

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