FDA s General Market At-Risk Youth Tobacco Prevention Campaign: The Real Cost

Transcription

1 FDA s General Market At-Risk Youth Tobacco Prevention Campaign: The Real Cost February 10, 2014

2 FDA s Youth Tobacco Prevention Campaigns The General Market At-Risk Youth Tobacco Prevention Campaign is the first of several FDA campaigns that will target discrete youth audiences FDA s At-Risk Youth Efforts General Market At-Risk Rural Smokeless Multicultural LGBT Including youth already experimenting Including male youth at risk of smokeless initiation Including youth who are African American, Hispanic, Asian Pacific Islander, or American Indian / Alaskan Native Including older LGBT youth CONFIDENTIAL INTERNAL DELIBERATIVE 2

3 Campaign Overview Evidence supports the use of media campaigns to reduce youth tobacco use Youth are more responsive to youth-focused campaigns than those focused on older audiences FDA is positioned to sustain this campaign at the reach, frequency, and time inmarket needed to achieve behavior change and improve public health CONFIDENTIAL INTERNAL DELIBERATIVE 3

4 Campaign Goals & Objectives Goals Educate youth aged about the harms of tobacco use to: Reduce initiation rates among youth who are open to smoking Reduce the number of youth already experimenting with cigarettes that progress to regular use Objective Make youth hyperconscious of the real cost of every cigarette through breakthrough and fresh portrayals of the health and addiction risks of tobacco Strategies Communicate rational health risks in a new and unique way Communicate loss of control due to addiction to disrupt beliefs of independence-seeking youth CONFIDENTIAL INTERNAL DELIBERATIVE 4

5 Audience Segmentation Not our target At-Risk Youth Not our target Non-trier (55%) At-Risk Open 4.3M (17%) At-Risk < M (23%) Current/ Established 100+ (5%) Based on NYTS 2011 & US Census 2011 data Total Target: 10.2 million 40% of year olds CONFIDENTIAL INTERNAL DELIBERATIVE 5

6 Our At-Risk Teen Personified Living a chaotic life Aged Smokes/uses occasionally (<100 total) Lower socioeconomic status, more likely suburban or rural than urban Poor school environment/low academic achievement Unmarried parents who use tobacco at home Friends use, too Not a cool kid a troubled kid Sensation seeking/risk-taking attitude Feels stressed Poor coping skills Pessimistic outlook on life Finds it hard to regulate mood CONFIDENTIAL 6

7 Campaign Development Campaign development activities adhere to evidence-based best practices and incorporate lessons learned from past effective tobacco public education campaigns (e.g., truth, TIPS, Australia s national campaign, etc.): Message Development Conduct extensive literature review Conduct early strategic research to identify salient message themes Consult experts in tobacco public health education Concept Development Conduct focus groups to identify promising creative concepts Consult experts in tobacco public health education Copy Testing Conduct copy testing of final rough cut ads to measure perceived effectiveness, level of engagement, and message comprehension

8 Copy Testing Background & Methods Online study conducted among 1,600 youth aged to expose them to roughcut television advertisements designed to prevent youth tobacco use Youth were randomly assigned to (1) view two ads with each ad viewed two times, or (2) view no ads a total of 1376 youth viewed ads Participants segmented by tobacco use behaviors and risk for experimentation Youth Non-Menthol Experimenters Youth Menthol Experimenters Youth at High Risk for Initiation Survey measured Perceived ad effectiveness Level of engagement Message comprehension Potential for unintended counterproductive effects CONFIDENTIAL INTERNAL DELIBERATIVE 8

9 Overall Copy Testing Results All ads had promising results providing confidence they may lead to increased negative feelings about smoking, increased intention to not initiate, and increased intention to quit using tobacco products In unaided write-in comments, the vast majority of youth demonstrated understanding of the advertising messages No potential harmful unintended consequences were found CONFIDENTIAL INTERNAL DELIBERATIVE 9

10 Paid Media Overview TARGET YOUTH AGED AT RISK OF SMOKING INITIATION OR ESCALATION TIMING LAUNCHING WEEK OF FEBRUARY 10 TH, 2014 CONTINUOUS PRESENCE THROUGHOUT 2014 MEDIA DELIVERY MINIMUM OF 90% REACH PER QUARTER MEDIA MIX TV, ONLINE VIDEO, MOBILE, ONLINE DISPLAY, SOCIAL, GAMING, SEARCH, RADIO, OUTDOOR IN SELECT AREAS, MAGAZINES 10

11 Media Type Overview TV ABC Family Adult Swim BET COMEDY CW FOX Fuse MTV Pivot Spike TBS USA/SyFy (WWE) 20 th Century Fox Syndication CINEMA NCM ONLINE VIDEO Brightroll Hulu Maker Studios YouTube TV partners with Full Episode Players Various display partners that also carry video DISPLAY/SEARCH Social DeviantArt Facebook MeetMe oovoo Twitter Gaming Media Brix EA Gamestop IGN Sony Xbox Music MySpace Pandora Spotify Vevo Entertainment Dance On Defy Media Machinima Millennial Media Extensions from TV partners SEARCH BING GOOGLE YOUTUBE MAGS Seventeen Teen Vogue GameInformer Transworld: Skateboarding Transworld: RideBMX OUTDOOR Skate parks Malls Bus Shelters RADIO Clear Channel / Premiere Radio Cumulus Across Desktop/Mobile 11

12 National TV ADDITIONAL PROGRAMMING 12

13 2014 NATIONAL MEDIA PLAN DEMO: Teens National Plan Broadcast TV Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec T12-17 GRPs % :30's 75% :30's / 25% :15's Prime Cable Prime Cable Weekly Broadcast TV GRPs ,520 Online Video Cinema Weekly Broadcast/Video/Cinema GRPs ,661 Digital Display/Search Digital ,456 Search Weekly Digital Display GRPs ,456 Magazines Weekly Magazine GRPs Network Radio (:30's) Weekly Radio GRPs Total National Weekly GRP's Total National Quarterly GRP's 1,573 1,953 1,679 1,489 6,695 Paid Media Summary: Broadcast TV GRPs: 3,520 TV Frequency: 45.9 TV Reach: 77% Online Video GRPs: 900 Cinema GRPs: 241 Total Video GRPs: 4,661 Teen Magazines: 16 x Insertions Grand Total Paid Media GRPs: 6,695

14 The Real Cost Media Campaign Highlights The 2014 campaign kicks off on Tuesday, 2/11 with a multi-platform presence across eight media touch-points Primetime Cable Entertainment Cinema Full-episode players online and mobile Online Video Standard and Rich Media Units on teen-targeted websites Magazines Outdoor in malls and bus shelters 14

15 Launch Highlights- Week of 2/11 Tues Wed Thurs Fri Sat Sun ABC Family 8-9pm MTV :30pm CW 9-10pm Syfy 8-1opm FOX 9-10pm FOX 8-830pm ABC Family 9-10pm MTV2 11:30pm-12am Spike 9-11pm In-Theatre 2/7 FOX pm FOX 830-9pm Fox 9:30-10pm MTV 10-10:30pm FOX 1130pm-12m FOX 9-930pm MTV 10-11pm MTV 10:30-11pm 15 FOX pm

16 Online Video: Served On Desktop & Mobile Platforms Across Popular Teen Destinations & Programs

17 Digital Media Will Run Across Teen Targeted Sites, With Full Coverage Against Popular Categories Takeovers scheduled to run throughout Feb/Mar

18 1Q 14 Highlights- Magazines (April Insertions) On Sale Dates: 3/11 3/11 3/14 3/14 Featured Creative Ad: 18

19 Social Media Rollout January Feb March April May 1/30 Soft Launch Website Facebook YouTube Ads begin driving to youth social media channels 2/11 Twitter Launch Instagram (TBD) Launch Tumblr (TBD) 19

20 Outcome Evaluation In-person, nationally representative data collection Study will assess campaign's effects on youth: Awareness and receptivity Short-term cognitive outcomes Intermediate-term outcomes Long-term behavioral outcomes Large-scale baseline data collection with youth aged 11 to 16 Longitudinal follow-ups throughout CONFIDENTIAL INTERNAL DELIBERATIVE 20

21 For More Information for paid media follow-up or other inquiries for The Real Cost Campaign Visit the Sign Up for Updates link on our home page Select Public Education Campaigns for information and updates about CTP s public education campaigns Select This Week in CTP for regular updates on the latest news and announcement from the Center