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New Ads in the Media Campaign Resource Center (MCRC) January 2009

New Ads in the Media Campaign Resource Center (MCRC) January 2009. Cecile Douglas Macro International Support Contractor to CDC/OSH January 15, 2009. Nebraska—Tobacco Free Nebraska (TFN) & Virginia Tobacco Settlement Fund (VTSF). TFN submitted 29 new ads to MCRC.

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New Ads in the Media Campaign Resource Center (MCRC) January 2009

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  1. New Ads in the Media Campaign Resource Center (MCRC) January 2009 Cecile Douglas Macro International Support Contractor to CDC/OSH January 15, 2009

  2. Nebraska—Tobacco Free Nebraska (TFN) & Virginia Tobacco Settlement Fund (VTSF) • TFN submitted 29 new ads to MCRC. • 20 are broadcast media (TV/radio); nine are print/billboard ads. • 17 TFN ads have testing/reports in the MCRC summaries • VTSF submitted three TV ads (no testing reports) • Some ads are cost free and are labeled

  3. TFN Ad Series Title: Car Talk (TV & Radio) Secondhand Smoke – General; Health Consequences of Smoking

  4. TFN Ad Series Title: Car Talk (TV & Radio) Secondhand Smoke – General; Health Consequences of Smoking • Ad Content Summary (4 ads): • Mom is smoking in the car oblivious to her kids’ complaints/discomfort in the back seat— difficulty breathing, smarting eyes, etc. • On the car radio someone is talking about the danger of SHS to kids (SIDS, asthma, etc.); the smoke collected in the car spells out the harmful chemicals in tobacco smoke as the announcer names them • Mom listens, looks in the rear-view mirror and becomes aware the kids are being affected by the smoke— puts out the cigarette • Voiceover announcer: “Protect your children; don’t smoke around them or any child”

  5. TFN Ad Series Title: Car Talk (TV & Radio) Secondhand Smoke – General; Health Consequences of Smoking Links to these ads on MCRC: • TV— English & Spanish versions http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1719http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1720 • Radio —English & Spanish versions (Cost free ads) http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1717http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1718

  6. TFN Ad Series Title: House Distressed (TV & Radio)Secondhand Smoke – General; Health Consequences of Smoking

  7. TFN Ad Series Title: House Distressed (TV & Radio)Secondhand Smoke – General; Health Consequences of Smoking Ad Content Summary: • Four ads portray various scenes of parents engrossed in an activity while smoking in the home • Kids are visibly affected and complain with no reaction from the parent • TV/radio broadcasters are seen/heard describing cancer-causing chemicals contained in secondhand smoke; also state that turning on a fan, smoking in another room, or opening a window does not help; emphasize the only sure protection is to not smoke around children • In the TV ads the children draw parents’ attention to the message, the smoker listens and puts out the cigarette.

  8. TFN Ad Series Title: House Distressed (TV & Radio)Secondhand Smoke – General; Health Consequences of Smoking Links to these ads on MCRC: • TV— English & Spanish versions http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1724http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1734 • Radio —English & Spanish versions (Cost free ads)http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1725http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1736

  9. TFN Ad Series Title: Celebrate (TV & Radio) Smoke-free Law Implementation Campaign

  10. TFN Ad Series Title: Celebrate (TV & Radio) Smoke-free Law Implementation Campaign Ad Content Summary: • Spanish—a male visitor starts to light-up in a family home with small children; the mother tells him politely their home is smoke-free and he puts away the pack; the camera moves outside and viewers see a smoke-free homedecal on the front door. • #1 Caucasian—a couple seated in a restaurant; the female is remarking to her partner on the improvements in the atmosphere— clear air, clean smell, ability to breathe better—and gives credit to a new, smoke-free indoor air policy. • #2 African American— scene one is an office party /celebration; voiceover announcer explains the celebration is about the employees’ decision to live smoke-free lives; the next scene is at one of the office workers’ homes—a guest attempts to light up; she tells him kindly to “take it outside.” • Radio—listener hears restaurant sounds before a female voiceover begins excitedly to point out to her male companion what she loves about dining in a restaurant free of secondhand smoke—cleaner smell, clearer air, and the ability to breathe more easily. She ends by saying that smoke-free air benefits everyone and we should, “breathe it, love it, live it.”

  11. TFN Ad Series Title: Celebrate (TV & Radio) Smoke-free Law Implementation Campaign Links to these ads on MCRC: • Spanish TV http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1735 • #1 Caucasian (TV) http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1721 • #2 African American TV http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1722 • Radio — (Cost Free ad)http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1723

  12. TFN Ad Series Title: Triggers (TV)Cessation/Quitline Campaign

  13. TFN Ad Series Title: Triggers (TV)Cessation/Quitline Campaign Ad Content Summary: • Series of three ads in which characters discuss connections between their daily lifestyle activities— eating a meal with friends, talking on the phone, checking stock performance on the internet etc. — and their tobacco use patterns; includes smokeless tobacco. • Each ad provides contact information for the local smoking cessation Quitline.

  14. TFN Ad Series Title: Triggers (TV)Cessation/Quitline Campaign Links to these ads on MCRC: • Triggers Meal (English & Spanish versions) http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1729http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1733 • Triggers Chew (Cost Free ad)http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1731 • Triggers Phone (English & Spanish versions)—(Cost Free ads)http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1730http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1732

  15. TFN Ad Series Title: Sick of the Smoke (TV) Secondhand Smoke – General; Health Consequences of Smoking; Secondhand Smoke in the Workplace

  16. TFN Ad Series Title: Sick of the Smoke (TV) Secondhand Smoke – General; Health Consequences of Smoking; Secondhand Smoke in the Workplace • These ads have multicultural performers • All Cost Free TV • No research/testing reports available

  17. TFN Ad Series Title: Sick of the Smoke (TV) Secondhand Smoke – General; Health Consequences of Smoking; Secondhand Smoke in the Workplace Ad Content Summary: • This series of three ads show persons of various ages and ethnicities representing the general public, patrons, and employees in the hospitality industry(restaurants/ and bars.) • Characters emotionally express frustration with exposure to secondhand smoke, concern for themselves and family members (children), and their fear of dying from smoke-related disease; others memorialize loved-ones and friends who never smoked but died of SHS-related diseases. • Each ad ends with the voiceover actor/s saying “I am sick of the smoke!”

  18. TFN Ad Series Title: Sick of the Smoke (TV) Secondhand Smoke – General; Health Consequences of Smoking; Secondhand Smoke in the Workplace Links to these ads on MCRC: • Sick of the Smoke 1 http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1726 • Sick of the Smoke 2 http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=172 • Sick of the Smoke 3 http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1728

  19. VTSF Ad Title: Kiss (TV)Youth - Prevention

  20. VTSF Ad Title: Kiss (TV)Youth - Prevention • Ad Content Summary: • Various scenes of young couples kissing. • Tag line at the end reads “Non-smokers get kissed more.” • Links to these ads on MCRC: • http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1714 • http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1715

  21. VTSF Ad Title Meatbelt (TV)Youth - Prevention

  22. VTSF Ad Title Meatbelt (TV)Youth - Prevention • Ad Content Summary: • Four high school girls meet at their lockers at school; one girl is wearing a low-slung belt decorated with raw meat; she responds to their question about why she is wearing the meatbelt with: “Why are YOU not wearing a meatbelt?” ; no one responds; the belt-wearer shuts her locker and walks away proudly; a tagline reads, “Isn’t smoking just as stupid?” • Link to this ad on MCRC: • http://apps.nccd.cdc.gov/MCRC/Apps/SearchDetails.aspx?CatalogID=1716

  23. MCRC Contact mcrc@cdc.gov www.cdc.gov/tobacco/mcrc 770-4884-5705 ext. 2

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