Effective Messaging and Media Tactics for Smoke-Free Laws

McGoldrick, Danny

Friday, August 17, 2012: 8:00 AM

2215A (Kansas City Convention Center)

Danny McGoldrick, MA , Research, Campaign for Tobacco-Free Kids, Washington, DC

Ms. Char Day, AA , American Nonsmokers' Rights Foundation, Durango, CO

Melinda Little, BA , Advocacy, Campaign for Tobacco-Free Kids, Washington, DC

Mr. Bronson Frick, BA , Americans for Nonsmokers' Rights, Berkeley, CA

Learning Objectives

At the conclusion of this presentation attendees will be able to:

Learn how qualitative and quantitative research can inform message development.
Identify the most effective messages for smoke-free laws and the best way to counter opposition arguments.
Learn how advocates translate the research findings into action using innovative tactics for earned and paid media.

Cross Cutting Program Area(s): Tobacco Control Policies

Audience: Tobacco control advocates working on smoke-free workplace laws.

Key Points: This panel will describe the results of a nationwide research project (funded by the Robert Wood Johnson Foundation) that examined underlying public opinion and determined the most effective messages for laws prohibiting smoking in public places and workplaces, including restaurants and bars. This new research is a follow-up project to two rounds of earlier message research presented at the national conference. The panel will also describe how advocates worked to integrate the research findings into their earned and paid media, using real examples from the Smoke-Free Texas campaign.

Educational Experience: The panel will include an examination of qualitative and quantitative research on public opinion regarding secondhand smoke and smoke-free laws. The panel will also feature a case study from a recent smoke-free campaign, including how they translated the research into innovative communication strategies.

Benefits: In addition to providing an overview of the message research and the most effective messages, the panelists will arm advocates with ideas for the educational materials and strategies they need to effectively communicate the importance of smoke-free laws.