Lessons Learned from Mass Lessons Learned from Mass Media Campaigns to Reduce Media Campaigns to Reduce

Exposure to Secondhand Smoke: Exposure to Secondhand Smoke: Work in ProgressWork in Progress

Karen GutierrezKaren GutierrezElizabeth ScharElizabeth Schar

Rebecca MurphyRebecca MurphyDave NelsonDave Nelson

CDC Office on Smoking and HealthCDC Office on Smoking and Health

Campaign ReviewCampaign Review

Sponsored by CDCSponsored by CDC

Data/results solicited via Globalink (2003), Data/results solicited via Globalink (2003), individual e-mail and phone requests, networking individual e-mail and phone requests, networking in tobacco control communityin tobacco control community

Data collected from 6 countries, European Union, Data collected from 6 countries, European Union, 8 U.S. states to date:8 U.S. states to date:• Australia, Canada, New Zealand, Phillipines, Australia, Canada, New Zealand, Phillipines,

England, European Union, U.S. England, European Union, U.S.

• U.S. states: California, Florida, Kansas, U.S. states: California, Florida, Kansas, Massachusetts, Minnesota, Mississippi, North Massachusetts, Minnesota, Mississippi, North Carolina, WisconsinCarolina, Wisconsin

Approaches Used to Gauge Approaches Used to Gauge Campaign and Ad EffectivenessCampaign and Ad Effectiveness

Population-based behavior surveysPopulation-based behavior surveys Advertising awareness & persuasion Advertising awareness & persuasion

studiesstudies Surveillance surveysSurveillance surveys Interviews with key informantsInterviews with key informants Focus groups, individual interviewsFocus groups, individual interviews Policy successPolicy success

Characteristics of DataCharacteristics of Data Diversity of methods, so challenging to compare Diversity of methods, so challenging to compare

directlydirectly Qualitative data critical to gaining key insights Qualitative data critical to gaining key insights

about what motivates individuals and how about what motivates individuals and how messages make them feelmessages make them feel

Diversity of measures used to determine Diversity of measures used to determine “success”“success”

Key measures we are looking for: changes in Key measures we are looking for: changes in relevant knowledge, attitudes, behavior and relevant knowledge, attitudes, behavior and changes in policychanges in policy

Challenging to disentangle messages from Challenging to disentangle messages from formats, tone and other variables such as media formats, tone and other variables such as media presencepresence

Caveats about Campaign ReviewCaveats about Campaign Review Not a traditional literature reviewNot a traditional literature review Data were solicited globally but results Data were solicited globally but results

are coming primarily from developed are coming primarily from developed countriescountries

Detailed data primarily from U.S. Detailed data primarily from U.S. sourcessources

Lessons learned are meant to provide Lessons learned are meant to provide general direction to campaign general direction to campaign planners, based on available data; planners, based on available data; each country/locality must do its own each country/locality must do its own research and evaluationresearch and evaluation

Main Message Themes EmployedMain Message Themes Employed

Unknown (or not typically thought of) Unknown (or not typically thought of) dangers of secondhand smokedangers of secondhand smoke

Protection of one’s children and other Protection of one’s children and other vulnerable family membersvulnerable family members

Individuals’ right to breathe clean airIndividuals’ right to breathe clean air Harm to workers in smoke-filled Harm to workers in smoke-filled

environmentsenvironments

Key Changes Sought and AchievedKey Changes Sought and Achieved

Greater understanding of dangers of SHSGreater understanding of dangers of SHS Increase in reported smoke-free homes and Increase in reported smoke-free homes and

carscars• Smokers’ decisionSmokers’ decision• Nonsmokers’ influenceNonsmokers’ influence

Decrease in reported smoking around childrenDecrease in reported smoking around children Increased support for smoking bans in public Increased support for smoking bans in public

places, work placesplaces, work places• ““challenge is to make nonsmokers feel comfortable challenge is to make nonsmokers feel comfortable

supporting something they want without feeling like supporting something they want without feeling like they are infringing on the rights of others.”they are infringing on the rights of others.”

Increase in calls to quitlinesIncrease in calls to quitlines

Other Global Campaign Reviews Other Global Campaign Reviews Conducted:Conducted:

Smoking cessation campaignsSmoking cessation campaigns• To order report, contactTo order report, contact

www.who.int/tobacco/enwww.who.int/tobacco/en mcrc@cdc.govmcrc@cdc.gov

• Also, videotapes available of 1) ads highlighted in Also, videotapes available of 1) ads highlighted in report, and 2) all cessation ads collected as of 2001report, and 2) all cessation ads collected as of 2001

Youth tobacco use prevention Youth tobacco use prevention campaignscampaigns• To order report, contact To order report, contact kareng@mi.clkareng@mi.cl

Will be available early 2004Will be available early 2004

Contact Information:Contact Information:

Karen GutierrezKaren Gutierrezkareng@mi.clkareng@mi.cl

562-242-3749 (Chile)562-242-3749 (Chile)