Creative Approaches Transform CDC's Media Campaign Resource Center

Audience: Program managers, media, communication, marketing, and advertising professionals. Key Points: CDC’s Media Campaign Resource Center (MCRC) facilitates sharing and leveraging of media campaigns made by cross-sector partners to develop successful tobacco prevention and control initiatives. MCRC is by far the largest, most comprehensive tobacco counter-advertising collection in existence. We help grantees and partners save time and the high cost of producing new ads by providing access to existing materials. Expanding to a collection of 2,000 materials, MCRC recently underwent major improvements. The goals we’re accomplishing through the implementation of these improvements are twofold: to gather evidence of the effectiveness of MCRC ads and enhance the user’s ability to rapidly find effective ads that are suitable for their campaign efforts. Educational Experience: Participants will hear insights, lessons learned and discover how the MCRC aims to provide exceptional customer service; strengthen relationships and collaborations; and provide evidence-based recommendations. We will also describe the enhancements, discuss our evidence gathering techniques, and provide a demonstration of the improvements during this session. Benefits: One enhancement enables 24-hour access to the collection’s ads-in-cycle feature, increasing the saturation of many evidence-based campaigns throughout the country. We’ve also begun to test ads that will enable us to provide evidence-based recommendations. Perhaps the greatest benefit is having resources available during every aspect of the process, allowing grantees to focus on most effectively maximizing their limited resources, resulting in wise spending and significant savings through the new and improved MCRC.