National Tobacco Education Campaigns: Leveraging Lessons Learned

Audience:

Health communications professionals who work in tobacco control as well as other types of tobacco control professionals.

Key Points:

Paid health communications is a key strategy to generate support for policy change, and to motivate people to quit smoking. The presenters are leaders in their field and will discuss how attendees can leverage lessons learned from national media or communications campaigns aired in the United States.

Educational Experience:

Using their recent campaign experiences, presenters will discuss lessons from Legacy’s  many media campaigns (e.g. truth and Become an Ex), the recently launched CDC/OSH Tips from Former Smokers campaign, and the forthcoming FDA Center for Tobacco Products public education campaign. Presenters will provide information and examples that attendees will be able apply to their own media and communications work.

Benefits:

The three presentations will provide information that covers a variety of audiences, different tobacco control issues and goals, and different media strategies and channels. Benefits include:

• Learning about opportunities to engage with/leverage national campaigns on a state and local level.
• Hearing about findings from target audience research and message testing.
• Identifying effective messages and key ad characteristics for effective tobacco control media and communications.
• Learning about strategies to reach the broadest target audience.
• Understanding the importance of pre-testing existing creative with target audience(s).