Bright Spot: Intervention 4 Mass Media Campaign
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This bright spot was originally published in the 100 Million Healthier Lives Change Library and is brought to you through partnership with 100 Million Healthier Lives and the Institute for Healthcare Improvement.
Overview
Detailed Description
Mass media campaigns should be of long duration and high intensity. Messages are brief and developed using formative research and are delivered using advertising time or space that is paid or donated. Effective when combined with other interventions, including price increases and school-based or community education programs.
Key Lessons Learned
Contract with experienced social marketing/media vendor
Cost Details
In its Best Practices for Comprehensive Tobacco Control (2007), the CDC Office on Smoking and Health has state-by-state per capita recommendations for spending on state-wide tobacco counter marketing campaigns. The targeted rating points (TRP) requirements are 1,200 for a new campaign and 800 for a sustained campaign. For the latest cost information, please refer to the CDC per capita recommendations.
Key Steps for Implementation
Identify and contract with an experienced social marketing vendor
Identify audience(s) and conduct audience research and segmentation
Develop communications and behavioral goals and objectives
Develop and test messages with intended audience(s)
Work with partners to plan accompanying community-level interventions
Develop and test supporting materials
Plan evaluation
Implement media and community programs and process evaluation
Apply feedback to improve program
Assess effectiveness of program
Partnerships
Partnerships with local tobacco control programs are critical to success
Required Staffing (FTEs)
1.0 FTE may be adequate if media contractor is used.
Special Funding
Need for funds is quite high. CDC recommends $1.83 per capita for N.C.
Training
Media campaign or social marketing training/experience
Types of Staff
Bachelor's degree in marketing, health education, communication or related field
Return on Investment Details
Not aware of a specific ROI applied to media campaigns alone.
Outcome Measures
- Changes in knowledge, beliefs, attitudes and behavior of audience members
- Smoking and other tobacco use rates
Process Measures
- Formative research
- TRPs and GRPs aired
- News coverage
- Quitline Calls/clicks
- Web visits and pages viewed
Resources
Monograph 19: The Role of the Media in Promoting and Reducing Tobacco Use
Resource - Book
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