Learning Objectives
At the conclusion of this presentation attendees will be able to:
- Attendees will be able to describe the strategic use of a low-budget media and communications campaign to support implementation of a statewide smoke-free air law.
State or local tobacco control program staff and advocates working on media and communications
and/or policy campaigns.
Key Points:
In May 2009, North Carolina enacted the first smokefree restaurant and bar law in a tobacco
producing state. The state Tobacco Prevention and Control Branch (TPCB) developed and
implemented Serving Smokefree Air, a media/communications campaign designed to generate
positive earned media stories to educate the public and the business community about the law and
promote compliance. The campaign leveraged resources from national, state and local partners, and
involved centralized development of messages, possible earned media activities, and media
resources for local health departments. This strategy accommodated limited TPCB and local health
department resources, and the designation of local health departments as lead enforcement
agencies. Phase One activities generated over 250 news stories, letters-to-the-editor, column
mentions, and op-eds. Phase Two activities resulted in over 50 media stories. The effectiveness of
the campaign is demonstrated by diverse partnerships, significant earned media outcomes, and high
rates of support for and compliance with the law.
Educational experience:
The poster will outline key points and be augmented with handouts (e.g. evaluation results, earned
media activities, sample press coverage, etc.). The presenter will expand on information and answer
questions, and will demonstrate the Campaign website if wireless internet is available.
Benefits:
Conference participants will learn about the strategic use of media/communications to support
policy goals, the development of an effective low-budget media/communications campaign, and
leveraging resources via development of collaborative partnerships among national, state and local
partners.