1 / 27

California’s Tobacco Control Prog r am, Media Campaign and the Targeting of Ethnic Markets

California’s Tobacco Control Prog r am, Media Campaign and the Targeting of Ethnic Markets. Lourdes Baezconde-Garbanati, Ph.D., MPH Director, Hi s panic/Latino Tobacco Education Network, Norris Comprehensive Cancer Center, IPR, University of Southern California

spencerb
Download Presentation

California’s Tobacco Control Prog r am, Media Campaign and the Targeting of Ethnic Markets

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. California’s Tobacco Control Program, Media Campaign and the Targeting of Ethnic Markets Lourdes Baezconde-Garbanati, Ph.D., MPH Director, Hispanic/Latino Tobacco Education Network, Norris Comprehensive Cancer Center, IPR, University of Southern California Sao Paulo, Brazil, May 24, 2000

  2. California’s Tobacco Control Program • Nov. 1988 - Proposition 99 increased by 25 cents each pack of cigarettes,created a movement never before seen in public health • Expected Outcome = Prevention and cessation

  3. California’s Tobacco Control Program • DENORMALIZATION • Focus on reducing social acceptability of • Tobacco use • Exposure to ETS • Availability of tobacco to children • Saturation of the community with tobacco images

  4. Denormalization Strategy • Lasting change in youth behavior regarding tobacco can only be secured by first changing the adult world in which youth grow up ...

  5. Strategies to reduce tobacco use • Reduce exposure to ETS and reduce tolerance to exposure • Counter pro-tobacco influences • Reduce youth acess to tobacco form retail or social sources • Provide cessation services

  6. Outcomes • Decreased tobacco consumption • Decreased tobacco use prevalence • Decreases youth uptake of tobacco • Decreases exposure to ETS

  7. DHS-Tobacco Control Program Statewide evaluation Statewide media campaign 61 Health Departments / Coalitions TOBACCO CONTROL SECTION (TCS) 4 Ethnic Networks 11 Regional Linkage programs 150-200 competitive grantees Clearinghouse

  8. California’s population estimates • American Indian…………. .3 million • Black……………………… 2.2 million • Asian/Pacific Islander……. 3.7 million • Hispanic………………….. 9.8 million • White…………………….. 16.3 million • TOTAL…………………. 32 million

  9. The Partnership • TCS Statewide media campaign and Ethnic Networks • Advertising: • Asher and Partners (General market) • Carol Williams Advertising (African Am.) • Imada Wong (Asian) • Ad Americas (Latino)

  10. The Partnership • Public Relations • Rogers and Associates (General market and American Indian) • Young Communications (African Am.) • Durazo Communications (Latino) • Imada Wong (Asian/Pacific Islanders)

  11. Research / Focus Groups • Since 1990, advertising agencies have conducted hundreds of focus groups • SIMILARITIES IN ETHNIC COMMUNITY • Protective over families • Respond to emotional and heart wrenching messages • Angered by targeting of their children and communities by the tobacco industry • Quit smoking for their family, but not necessarily for themselves

  12. Ethnic public relations - Unsung heroes of the campaign • Crisis management • Spokesperson training • Press conferences and press releases • Op ed pieces, news articles • Reposition tobacco with ethnic press • Work with ethnic press to break historical financial ties to tobacco

  13. Role of the Ethnic Networks • 4 Ethnic Networks • Asian/Pacific Islander • Hispanic/Latino • American Indian • African American Work Jointly and Individually addressing particular population issues

  14. Role of Ethnic Networks • Provide expertise on local, regional and statewide activities at grass roots level • Provide input on proposed strategy of overall campaign and ethnic specific themes • Provide feedback on scripts, storyboards and other creative concepts • Provide a “cultural reality check” of the impacted community • Provide community spokespersons • Hold media events to counter pro-tobacco advertising

  15. Role of Ethnic Networks • Why important to work with the various culturally specific Networks? • Mission is to build leadership which become allies in tobacco control • California has a very diverse population makeup • Latinos, for example, represent over 48% of some counties, such as Los Angeles

  16. Role of Ethnic Networks • In 1997 Philip Morris (Marlboro spent $12.5 million advertising in the Latino community) • Latinos are specifically targeted by the tobacco industry because • Have a youthful population • Large purchasing power • In 1998 Latino purchasing power was $348 billion, and is expected to increase to $965 billion in 2010)

  17. Examples of California’s Programs support Cessation • Ethnic Networks promote in language CA Smokers Helpline • CA Smokers Helpline 1-800-NoBUTTS • Second Hand Smoke Protection is a priority -work, home, and public places is mandatory • Tobacco Education Clearinghouse

  18. Media Campaign Program Examples • Make 2000 Year to Quit (Y2Quit) Smoking • Outreach kits for local projects • Driven by public relations, but implemented locally • Tailored to general population and for ethnic populations • Designed assist local projects in cultural and significant dates (s/as Valentine’s day)

  19. California’s Media Campaign Example • For a Voice Campaign • 1-800 4 A voice • telephone response system and website • Media driven designed to give the public an opportunity to tell their story about how tobacco has hurt their lives or loved ones • Callers can leave their stories or ask for cessation referrals and materials or become involved

  20. Lessons Learned • Ensure media activities support and work in tandem with other tobacco education and prevention programs for a synergistic outcome. -Colleen Stevens Head of CA Media Campaign

  21. Lessons Learned • “Of all programs administered by the Tobacco Control Section, the media campaign seems to be the one component that inspires an opinion in just about everyone.” • Colleen Stevens, Head Media Campaign

  22. Lessons Learned • Find the best advertising and Public Relations agencies possible for the job and build a strong and close partnership with them • Agency will have an understanding of the strategic and political reality of your tobacco control universe and of competing demands • Will understand their role as partners clearly

  23. Lessons Learned • Media Agencies will have and secure superior creative expertise, producing powerful, effective, daring advertisements and marketing tools • Size and fiscal capacity of agency is important • No conflict of interest

  24. Lessons Learned • Integrate the media campaign with local activities • Acknowledge the work of the public relations groups in the campaign

  25. Conclusions • Coordinate media and local programs • Empower community advocates • Be culturally sensitive and use power of the community and its people • Oversight and accountability are keys to success • Provide strong leadership and allow for program flexibility

  26. Conclusions • Build environments that support tobacco control, cessation • To get kids to quit, change adult behaviors • Second hand smoke messages work in tandem with exposing industry tactics • Don’t get caught up in media glitz only - Local programs must be well funded • Media is to support and work in conjunction with local activities

  27. Countering Pro-tobacco messages • With our MSA settlement the Tobacco Industry is Morphing! • Be able to adapt • “We’ve always opperated in a restrictive environment. We are really quite agile in our ability to adapt”. Phillip Morris, 6-14-99 Ad Age

More Related