#FINISHIT: Media Resources & Tools to Help Coalitions End Tobacco Use. March 5, 2015

Size: px

Start display at page:

Download "#FINISHIT: Media Resources & Tools to Help Coalitions End Tobacco Use. March 5, 2015"

Joan Waters
8 years ago
Views:

1 #FINISHIT: Media Resources & Tools to Help Coalitions End Tobacco Use March 5, 2015

2 CDC s National Tobacco Education Campaign Tips From Former Smokers - Update Jane Mitchko, MEd Deputy Chief, Health Communications Branch Office on Smoking and Health Centers for Disease Control and Prevention National Center for Chronic Disease Prevention and Health Promotion Office on Smoking and Health

3 Tobacco Use in the U.S. 1 Smoking remains the leading causes of preventable death in the U.S. Smoking kills more than 480,000 Americans each year. Smoking is the #1 Cancer killer among women. For every person who dies from tobacco use, more than 30 suffer from a serious smoking-related illnesses. Each day 2,100 youth & young adults become regular smokers Tobacco costs our economy almost $300 billion annually. 1. U.S. Department of Health and Human Services. The Health Consequences of Smoking 50 Years of Progress: A Report of the Surgeon General. Atlanta: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, Office on Smoking and Health, 2014.

4 Tips Campaign Background

5 Raise public awareness Campaign Goals Encourage smokers to quit; make free help available for those who want it Encourage smokers not to smoke around others; nonsmokers to protect themselves and their families from exposure to secondhand smoke

6 Audience Low SES smokers, ages 18 to 54 Nonsmokers; parents; family members; health care providers; and the faith-based community.

7 National QUIT-NOW Call Volume: January 2012 August 2014

8 2012 Tips Outcomes The Lancet Impact on smokers An estimated 1.6 million additional smokers made a quit attempt More than 100,000 Americans will remain quit as a result of the 2012 campaign Each year of healthy life saved by the campaign costs less than $200

9 Coalition use of Tips Materials American Indian Cancer Foundation (MN) Nathan & Michael Banner, print and OOH ads - January Cancer Services of Gaston County, NC Terrie s Tip TV in 2012 for use in cinemas Many other state-based coalitions and non-profit organizations are using Tips materials.

10 Tips Campaign Highlights Cancer Lung Cancer Annette Rose Oral Cancer Christine Throat Cancer Shane Shawn Sharon Terrie Colorectal Cancer Julia Mark

11 2015 Tips Campaign Campaign Focus Colorectal Cancer Macular Degeneration

12 Media Buy and Earned Media Launch Begins on March 30 to August 16 National buy Television, digital and magazine ads Local heavy ups Radio, billboards, bulletins, etc. Launch press conference March 26 (tentative) Satellite media tour Press conference

13 Media Campaign Resource Center for Paid Campaigns and Custom Tagging

15 How You Can Help! Local focus Opportunities to leverage and extend Earned media activities Community engagement activities Distribution of materials Social media support

16 Thank You!

17 Contacts Jane Mitchko For more information please contact Centers for Disease Control and Prevention 1600 Clifton Road NE, Atlanta, GA Telephone, CDC-INFO ( )/TTY: Web: The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention. National Center for Chronic Disease Prevention and Health Promotion Office on Smoking and Health

18 Kathy Crosby, Director, Office of Health Communications and Education March 5, 2014 Disclaimer: This information is not a formal dissemination of information by the FDA and does not represent Agency position or policy.

19 FDA AUTHORITY OVER TOBACCO PRODUCTS The Family Smoking Prevention and Tobacco Control Act gives the FDA authority to regulate tobacco products. The law also enables FDA to educate the public about the dangers of tobacco products. CTP is developing public education campaigns to communicate the: Health risks of tobacco use Addictiveness of the product Harms or potential harms of specific constituents 25 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

20 PUBLIC EDUCATION PROGRAM OVERVIEW Multiple efforts over several years targeting discrete audiences: General Market youth Rural youth African-American, Hispanic, Asian/Pacific Islander, and AI/AN youth Young adults who identify as LGBT Tobacco users (to be implemented at tobacco point-of-sale) Tobacco retailers 26 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

21 YOUTH TOBACCO USE: STILL A VERY REAL ISSUE Tobacco use is the leading preventable cause of disease, disability, and death in the U.S. Every day in the U.S., more than 3,200 youth under age 18 smoke their first cigarette and more than 700 youth become daily cigarette smokers Nearly 90% of adult In 2012 daily smokers smoked their first cigarette by age UPDATE: FDA Tobacco Education Campaigns March 5, 2015

22 THE REAL COST: PREVENTING THE PREVENTABLE 10 Million Youth Prevent Initiation Disrupt Experimentation 28 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

23 OUR AT-RISK YOUTH PERSONIFIED Living a chaotic life Aged Smokes/uses occasionally (<100 total) Lower socioeconomic status 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 29 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

24 REDUCING THE NUMBER OF YOUTH WHO SMOKE Make teens hyperconscious of the real cost of every cigarette through breakthrough, fresh portrayals of the health and addiction risks of tobacco Find new ways to talk about the health consequences Disrupt beliefs about addiction by stressing loss of control Challenge their assumptions with new information The cost to my body The cost to my mind The cost of smoking just one 30 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

25 KNOWING THE COST TO THEIR BODY What Teens Think Now: I don t smoke enough for there to be consequences. The Reassessment: I don t want to hurt my appearance. 31 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

26 KNOWING THE COST TO THEIR MIND What Teens Think Now: Addiction happens to other people. The Reassessment: Every time I smoke, I m signing away control to tobacco. 32 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

27 KNOWING THE COST OF SMOKING JUST ONE What Teens Think Now: It s just one, it s no big deal. The Reassessment: Every cigarette I smoke hurts me because of the toxic mix of 7,000 chemicals. 33 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

28 MEASURING EARLY SUCCESS Paid Media Reached 95% of our target audience an average of 20 times with TV ads each quarter, exceeding CDC best practice of 75% reach Generated 2.5 billion impressions on youth-focused sites such as MTV.com, IGN.com and Hulu.com Web and Social Media Engaged 5.2M unique visitors from all 50 states on the website Produced 1.1M unique conversations about the campaign via Social Media Garnered 22.3M views of ads on YouTube, with a 86% video completion rate significantly more than government average of 80% Data from 2/11/14 12/31/14 34 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

29 RETHINKING THEIR RELATIONSHIP WITH TOBACCO I always thought smoking was foul and killed people. The only difference is now I understand how. I used to think it made people look cool until I saw my teeth getting yellow and I got sores on my gums all the time. Struggling to breathe has been happening while I sleep...i try to stop but it s a really hard addiction to get over. I don t think it s cool. Not my fault I got addicted. Tryna quit. 35 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

30 STAKEHOLDER ENGAGEMENT Promise of the Exchange Lab Provides regularly updated, centralized digital repository of high-quality content for public health partners Enables partners to use information to meet their specific communication and education needs Content changes update across sites in real-time PROVIDE SCIENCE-BASED CONTENT FREE TO USERS WHEN, WHERE, AND HOW THEY WANT IT. 36 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

31 STAKEHOLDER ENGAGEMENT The Real Cost Learn more about the campaign via Help spread the word: Share information with your constituencies about FDA s peer-to-peer campaign Organizations that work directly with at-risk youth can help extend the campaign by sharing our downloadable materials (posters & postcards) available on fda.gov and by directing youth to The Real Cost properties intended for youth Retired ads anticipated to become available this summer via CDC s MCRC 37 UPDATE: FDA Tobacco Education Campaigns March 5, 2015

32 THANK YOU

33 #FinishIt Media Resources & Tools to Help Coalitions End Tobacco Use CAMPAIGN UPDATE March 5, 2015 William L. Furmanski, SVP, Communications

34 EMPOWERING PREACHY REBELLIOUS Tobacco Industry Anti-Smoking Campaigns Just Say No Think. Don t Smoke Tobacco Is Whacko CONTROLLING

36 2.0 Changes in tobacco use patterns New generation of youth Impact of digital and social media revolution

37 SOCIAL MEDIA GIVES TEENS POWER AND THEY RE EAGER TO MAKE A DIFFERENCE FOR CAUSES THEY BELIEVE IN.

38 FOR TRUTH TO BE SUCCESSFUL, IT NEEDS TO REPLACE THE FEELING OF REBELLION POWER THAT COMES FROM SMOKING 72andSunny + MediaCom Creative & Media Launch Plan March 27, 2014

39 BE THE GENERATION 72andSunny + MediaCom Creative & Media Launch Plan March 27, 2014 THAT ENDS SMOKING.

42 Progress Reports Left Swipe Dat

43 Take Action at X Your Profile Erase & Replace

44 Break the #FinishIt #LeftSwipeDat

45 Adult Resources Toolkit2015 Activist Resources LeftSwipe2015

48 Thank you

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

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