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Designing and Implementing an Effective Tobacco

Counter-Marketing Campaign

Designing and Implementing

an Effective Tobacco

Counter-Marketing Campaign

Suggested Citation

Centers for Disease Control and Prevention. Designing and Implementing an Effective Tobacco

Counter-Marketing Campaign. Atlanta, Georgia: U.S. Department of Health and Human

Services, Centers for Disease Control and Prevention, National Center for Chronic Disease

Prevention and Health Promotion, Office on Smoking and Health, First Edition October 2003.

Ordering Information

To order a copy of this publication, contact:

Office on Smoking and Health

Media Campaign Resource Center

Mail Stop K-50

4770 Buford Highway, NE

Atlanta, GA 30341-3717

770-488-5705; press 2

e-mail: mcrc@

tobacco/mcrc

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

Table of Contents

Acknowledgments ..........................................................................................................................................................5

Introduction: How to Use this Manual ........................................................................................................................9

Chapter 1: Overview of Counter-Marketing Programs ............................................................................................13

Chapter 2: Planning Your Counter-Marketing Program ..........................................................................................21

Chapter 3: Gaining and Using Target Audience Insights ........................................................................................51

Chapter 4: Reaching Specific Populations ................................................................................................................87

Chapter 5: Evaluating the Success of Your Counter-Marketing Program ............................................................109

Chapter 6: Managing and Implementing Your Counter-Marketing Program ....................................................143

Chapter 7: Advertising ................................................................................................................................................163

Chapter 8: Public Relations........................................................................................................................................201

Chapter 9: Media Advocacy ......................................................................................................................................245

Chapter 10: Grassroots Marketing ............................................................................................................................267

Chapter 11: Media Literacy........................................................................................................................................281

Resources and Tools....................................................................................................................................................297

Glossary ........................................................................................................................................................................331

Appendices ..................................................................................................................................................................343

Appendix 2.1: Counter-Marketing Planning Worksheet....................................................................................343

Appendix 3.1: Sample Recruitment Screener for Intercept Interviews on Smoking Cessation ..................349

Appendix 3.2: Sample Recruitment Screener for Individual Interviews To Test

Advertisements and Ad Concepts ..................................................................................................................351

Appendix 3.3: Moderator's Guide for Focus Groups With Smokers ................................................................354

Appendix 3.4: Sample Moderator's Guide for Focus Groups To Test

Advertisements With Youth..............................................................................................................................360

Appendix 3.5: Sample Self-Administered Form To Test Fact Sheets ................................................................363

Appendix 3.6 : Sample Intercept Interview Questionnaire ..............................................................................366

Appendix 5.1: Examples of Inputs, Activities, Outputs, and Outcomes

for Counter-Marketing Programs ..................................................................................................................374

Appendix 5.2: Key Data Collection Tools and Methods ....................................................................................378

Appendix 5.3: Key Variables and Sample Items to Consider Including in Survey

of Target Population ........................................................................................................................................381

Appendix 6.1: Key Elements of a Request for Proposals (RFP) for a Media Campaign ................................386

Appendix 6.2: Questions and Answers on RFPs ................................................................................................394

Appendix 6.3: Elements of a Creative Brief ........................................................................................................409

Appendix 6.4: Creative Brief, Florida....................................................................................................................413

Appendix 6.5: Creative Brief, Centers for Disease Control and Prevention

and World Health Organization ......................................................................................................................415

Appendix 6.6: Creative Brief, Centers for Disease Control and Prevention ....................................................418

Appendix 7.1: Sample Advertising Comment Organizer ..................................................................................419

Appendix 7.2: Sample Storyboard--"Carnival" ..................................................................................................421

Appendix 7.3: Sample Storyboard--"Drive" ......................................................................................................422

Appendix 8.1: Sample Printed Campaign Newsletter........................................................................................423

Appendix 8.2: Sample Online Newsletter............................................................................................................427

Appendix 8.3: Sample Editorial ............................................................................................................................431

Appendix 8.4: Sample Letter to the Editor ..........................................................................................................432

Appendix 8.5: Sample Op-Ed ................................................................................................................................433

Appendix 8.6: Sample Spokesperson Profile Sheet ............................................................................................435

Appendix 8.7: Sample Pitch Letter ......................................................................................................................437

Appendix 8.8: Sample News Release....................................................................................................................438

Appendix 8.9: Sample Fact Sheet..........................................................................................................................440

Appendix 8.10: Media Contact Record ................................................................................................................445

Appendix 10.1: Georgia Burden of Tobacco Brochure ......................................................................................446

Feedback Form ............................................................................................................................................................456

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