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Tobacco Control Mass Media Interventions in China

Tobacco Control Mass Media Interventions in China. Yvette Chang 40th Union World Conference on Lung Health Cancun – December 2009. Agenda. The Role of Mass Media in Tobacco Control Best Practice Strategies The China Context Progressive Campaigns Key Learnings Summary.

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Tobacco Control Mass Media Interventions in China

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  1. Tobacco Control Mass Media Interventions in China Yvette Chang 40th Union World Conference on Lung Health Cancun – December 2009

  2. Agenda • The Role of Mass Media in Tobacco Control • Best Practice Strategies • The China Context • Progressive Campaigns • Key Learnings • Summary

  3. The Role of Mass Media in TC • Mass media can be its own tobacco control intervention • hard-hitting ads can motivate people to quit smoking • Mass media can also support • Direct: Warn people of dangers of tobacco • Indirect: • Protect people from SHS smoke, e.g. facilitating S/F • Offer to help quit

  4. BEST PRACTICE STRATEGIES: Target Audiences CAMPAIGNS TARGETING ADULT SMOKERS ARE THE MOST EFFECTIVE. • Adult-targeted ads reach broader population • Seek to change attitudes and social norms • Reach youth through adult messages • Stronger response to social and emotional consequences compared to health messaging alone • Broader message also applies to both women and non-smokers Source: National Cancer Institute. The Role of the Media in Promoting and Reducing Tobacco Use. Tobacco Control Monograph No. 19. Bethesda, MD: U.S. Department of Health and Human Services, National Institutes of Health, National Cancer Institute. NIH Pub. No. 07-6242, June 2008.

  5. BEST PRACTICE STRATEGIES: Media Channels TV IS THE MOST POWERFUL MEDIUM. • Strongest stand-alone medium • Visual / Graphic messaging • Twice (2x) recall rate of Radio • High absolute cost • Lowest per impression cost of all media channels • Easily supported by other channels (i.e. billboard, print, radio, web)

  6. BEST PRACTICE STRATEGIES: Key Messages ADS THAT WORK ARE INFORMATIONAL & EMOTIONAL. Successful Themes : • Changing social norms Example: make smoking abnormal, unacceptable practice • Includes SHS and youth smoking initiation issues • Must engage entire population – not individual smokers • Showing the physical damage of smoking • Fear-based messaging to evoke strong response • Increase urgency to quit PRE-TEST YOUR MESSAGES WITH TARGET AUDIENCE! Source: National Cancer Institute. The Role of the Media in Promoting and Reducing Tobacco Use. Tobacco Control Monograph No. 19. Bethesda, MD: U.S. Department of Health and Human Services, National Institutes of Health, National Cancer Institute. NIH Pub. No. 07-6242, June 2008.

  7. The China Context • 1/3 of all smokers in the world – 350 million people • 65% of all adult males >15 smoke • State Tobacco Monopoly • Strong policy influence • Few/weak restrictions on tobacco industry sponsorship and advertising • State-controlled media – very strict censorship • Positive depiction of negative health consequences

  8. Opportunistic Beginnings 2008 Beijing Olympics • Approx. 8 ads made – promoting S/F Games • No audience pretesting • Soft, ‘celebratory’ tones • Focus on Olympic Games and civil society messages • Health warnings: very limited or none at all • Use of humour, celebrity ambassadors, etc. • BUT…helped to build awareness among policymakers

  9. NEXT… “Smoke-Free Beijing” Supported By ： Beijing Patriotic Health Campaign Committee Beijing Municipal Health Bureau Period： February 2008 to February 2009 Coverage ： Beijing Municipality Media Delivery ： Local TV, Mobile Media, OOH, web columns, earned media • 6 ads created – 3 supported by WLF • Dec 2008: campaign evaluated via street intercept surveys (N = 700)

  10. “BJG Directive”

  11. NEXT… “Smoke-Free Beijing” Post-Campaign Evaluation (3 WLF-supported ads) • Of respondents who saw the ad(s), nearly all(99-100%) felt the ad(s) were credible and relevant. • 98% of all respondents said they would support banning smoking in public places. • Key message takeaways: • SHS is harmful to health 48% • SHS causes respiratory diseases 45% Source: Smoke-free Beijing Communications Evaluation Dec 08 and Mar 08 N=700

  12. SIGNS OF PROGRESS: “Giving Cigarettes Is Giving Harm” Supported By : Chinese Center for Disease Control and Prevention + five regional government partners Campaign Date : Jan to Feb 2009 (to Apr 2009 in some cities) Reach : Beijing, Guangzhou, Shanghai, Shaoguan, Shenyang, Shenzhen, Tianjin Media Delivery : Local/National Satellite Television, Mobile Media, Outdoor LEDs, Indoor LEDs*, Posters/OOH, Web • 200,000 posters in 20+ provinces • TV/Mobile: >258M viewer impressions nation-wide • Street intercept surveys conducted in 4 cities @ 1,000

  13. “Giving Cigarettes Is Giving Harm”

  14. SIGNS OF PROGRESS: “Giving Cigarettes Is Giving Harm” Post-Campaign Evaluation • Fewer people reported plans to give gifts as cigarettes Impact on gift-giving behaviour(BJG: 45% vs. 24%) • Increase in knowledge of risk of cardiovascular disease due to tobacco use (GZH: 25% vs 40%) • Respondents across all cities felt ad was credible (88-96%) and relevant to their lives (85-98%) This ad has since been adapted and airedin several other cities across China.

  15. MAJOR BREAKTHROUGH: “Sponge” Supported By : Beijing Municipal Health Bureau Beijing Patriotic Health Campaign Committee Campaign Date : Jan to Feb 2009 / May to Jun 2009 Reach : Beijing Municipality Media Delivery : Jan-Feb ’09 – BTV, Mobile Media May-Jun ’09 – Indoor LEDs (District TV, City TV), OOH • Adapted from Australian Cancer Council campaign • Subsequently adapted and aired in Yunnan province, and 19 other cities across China

  16. CASE STUDY: “Sponge”

  17. AN ONGOING EFFORT: “Sponge”

  18. AN ONGOING EFFORT: “Sponge” Post Campaign Evaluation • March 2009: 700 street intercept surveys, sampling based on population statistics • Evaluated together with 3 other ads – had highest aided recall rate (40%) • Of respondents surveyed: • 95% felt ad was relevant to their lives • 97% felt ad was believable • 76% said might persuade others to quit smoking • 63% said would consider quitting themselves

  19. Summary • Mass media campaigns work! • Use research to guide your campaigns • Adapting existing ads saves time and money • Campaigns targeting adult smokers are most effective • TV is the most cost-effective method for reaching large populations • Remember to evaluate!

  20. Mass Media Campaigns Can: • Motivate individuals to change their behaviours • Contribute to changing social norms • Create a positive environment for policy change • Build knowledge about tobacco harms and policies • Influence audience attitudes and beliefs • Build awareness of tobacco control programs

  21. THANK YOU Yvette Chang Marketing Communications Manager ychang@worldlungfoundation.org

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