finishit - C

#FINISHIT:
Media Resources & Tools to Help
Coalitions End Tobacco Use
March 5, 2015
CDC’s National Tobacco Education Campaign
Tips From Former Smokers - Update
Jane Mitchko, MEd
Deputy Chief, Health Communications Branch
Office on Smoking and Health
Centers for Disease Control and Prevention
National Center for Chronic Disease Prevention and Health Promotion
Office on Smoking and Health
Tobacco Use in the U.S.1


Smoking remains the leading causes of preventable death in the
U.S.
Smoking kills more than 480,000 Americans each year.
 Smoking is the #1 Cancer killer among women.

For every person who dies from tobacco use, more than 30 suffer
from a serious smoking-related illnesses.

Each day 2,100 youth & young adults become regular smokers

Tobacco costs our economy almost $300 billion annually.
1. U.S. Department of Health and Human Services. The Health Consequences of Smoking—50 Years of Progress: A Report of the Surgeon General.
Atlanta: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, Office on Smoking and Health, 2014.
Tips Campaign Background
Campaign Goals



Raise public awareness
Encourage smokers to quit; make free help available for
those who want it
Encourage smokers not to smoke around others;
nonsmokers to protect themselves and their families
from exposure to secondhand smoke
Audience


Low SES smokers, ages 18 to 54
Nonsmokers; parents; family
members; health care providers;
and the faith-based community.
National 1-800-QUIT-NOW Call Volume:
January 2012 – August 2014
2012 Tips Outcomes —The Lancet

Impact on smokers
 An estimated 1.6 million
additional smokers made a
quit attempt
 More than 100,000
Americans will remain quit
as a result of the 2012
campaign
 Each year of healthy life
saved by the campaign
costs less than $200
Coalition use of Tips Materials



American Indian Cancer Foundation (MN) –Nathan &
Michael Banner, print and OOH ads - January 2014.
Cancer Services of Gaston County, NC – Terrie’s Tip TV in
2012 for use in cinemas
Many other state-based coalitions and non-profit
organizations are using Tips materials.
Tips Campaign

Highlights Cancer
 Lung Cancer
• Annette • Rose
 Oral Cancer
• Christine
 Throat Cancer
• Shawn
• Shane
• Sharon • Terrie
 Colorectal Cancer
• Mark
• Julia
2015 Tips Campaign

Campaign Focus
 Colorectal Cancer
 Macular Degeneration
Media Buy and Earned Media Launch




Begins on March 30 to August 16
National buy
 Television, digital and magazine ads
Local “heavy ups”
 Radio, billboards, bulletins, etc.
Launch press conference March 26 (tentative)
 Satellite media tour
 Press conference
Media Campaign Resource Center
for Paid Campaigns and Custom Tagging
www.cdc.gov/tips
How You Can Help!

Local focus

Opportunities to leverage and extend
 Earned media activities
 Community engagement activities
 Distribution of materials
 Social media support
Thank You!
Contacts
Jane Mitchko
[email protected]
www.cdc.gov/tobacco
For more information please contact Centers for Disease Control and
Prevention
1600 Clifton Road NE, Atlanta, GA 30333
Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348
E-mail: [email protected] Web: www.cdc.gov
The findings and conclusions in this report are those of the authors and do not necessarily represent the official
position of the Centers for Disease Control and Prevention.
National Center for Chronic Disease Prevention and Health Promotion
Office on Smoking and Health
Kathy Crosby, Director, Office of Health
Communications and Education
March 5, 2014
Disclaimer: This information is not a formal dissemination of information by
the FDA and does not represent Agency position or policy.
FDA AUTHORITY OVER TOBACCO PRODUCTS
The Family Smoking Prevention and Tobacco Control Act
gives the FDA authority to regulate tobacco products.
The law also enables FDA to educate the public about the
dangers of tobacco products. CTP is developing public
education campaigns to communicate the:
• Health risks of tobacco use
• Addictiveness of the product
• Harms or potential harms of specific constituents
25
| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
PUBLIC EDUCATION PROGRAM OVERVIEW
Multiple efforts over several years targeting discrete audiences:
•
•
•
•
•
•
26
General Market youth
Rural youth
African-American, Hispanic, Asian/Pacific Islander, and AI/AN youth
Young adults who identify as LGBT
Tobacco users (to be implemented at tobacco point-of-sale)
Tobacco retailers
| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
YOUTH TOBACCO USE: STILL A VERY REAL ISSUE
• Tobacco use is the leading preventable cause of disease, disability,
and death in the U.S.
• Every day in the U.S., more than 3,200 youth under age 18 smoke
their first cigarette and more than 700 youth become daily
cigarette smokers
In 2012…
• Nearly 90% of adult
daily smokers
smoked their first
cigarette by age 18
27
| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
THE REAL COST: PREVENTING THE PREVENTABLE
10
Million
Youth
Prevent
Initiation
28
| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
Disrupt
Experimentation
OUR “AT-RISK” YOUTH PERSONIFIED
• Living a chaotic life






Aged 12–17
Smokes/uses occasionally (<100 total)
Lower socioeconomic status
Poor school environment/low academic achievement
Unmarried parents who use tobacco at home
Friends use, too
• Not a cool kid – a troubled kid





29
Sensation seeking/risk-taking attitude
Feels stressed
Poor coping skills
Pessimistic outlook on life
Finds it hard to regulate mood
| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
REDUCING THE NUMBER OF YOUTH WHO SMOKE
real
Make teens hyperconscious of the
cost
of every cigarette through breakthrough, fresh portrayals
of the health and addiction risks of tobacco
Find new
ways
to talk
about…
Disrupt beliefs
about addiction
by
stressing
loss of
control
Challenge their
assumptions
with new
information
…the health
consequences
The cost to my body
30
| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
The cost to my mind
The cost of smoking
just one
KNOWING THE COST TO THEIR BODY
What Teens Think Now:
The Reassessment:
I don’t smoke enough for there
to be consequences.
I don’t want to hurt my appearance.
31 | UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
KNOWING THE COST TO THEIR MIND
What Teens Think Now:
The Reassessment:
Addiction happens to
“other people”.
Every time I smoke, I’m signing away
control to tobacco.
32 | UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
KNOWING THE COST OF SMOKING JUST ONE
What Teens Think Now:
It’s just one, it’s no big deal.
The Reassessment:
Every cigarette I smoke hurts me
because of the toxic mix of 7,000
chemicals.
33 | UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
MEASURING EARLY SUCCESS
Paid Media
• Reached 95% of our target audience an average of 20 times with TV ads each
quarter, exceeding CDC best practice of 75% reach
• Generated 2.5 billion impressions on youth-focused sites such as MTV.com,
IGN.com and Hulu.com
Web and Social Media
• Engaged 5.2M unique visitors from all 50 states on the website
• Produced 1.1M unique conversations about the campaign via Social Media
• Garnered 22.3M views of ads on YouTube, with a 86% video completion
rate—significantly more than government average of 80%
Data from 2/11/14 – 12/31/14
34 | UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
RETHINKING THEIR RELATIONSHIP WITH TOBACCO
“I always thought
smoking was foul
and killed people.
The only difference
is now I understand
how.”
35
“I used to think it
made people look
cool until I saw my
teeth getting yellow
and I got sores on
my gums all the
time.”
| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
“Struggling to
breathe has been
happening while I
sleep...I try to stop
but it’s a really hard
addiction to get
over.”
“I don’t think it’s
cool. Not my fault I
got addicted. Tryna
quit.”
STAKEHOLDER ENGAGEMENT
Promise of the Exchange Lab
• Provides regularly updated,
centralized digital repository
of high-quality content for
public health partners
• Enables partners to use
information to meet their
specific communication and
education needs
• Content changes update
across sites in real-time
36
| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
PROVIDE SCIENCE-BASED
CONTENT FREE TO USERS
WHEN, WHERE, AND
HOW THEY WANT IT.
STAKEHOLDER ENGAGEMENT
The Real Cost
• Learn more about the campaign via www.fda.gov/therealcost
• Help spread the word: Share information with your
constituencies about FDA’s peer-to-peer campaign
• Organizations that work directly with at-risk youth can help
extend the campaign by sharing our downloadable materials
(posters & postcards) available on fda.gov and by directing youth
to The Real Cost properties intended for youth
• Retired ads anticipated to become available this summer via
CDC’s MCRC
37
| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015
THANK YOU
#FinishIt
Media Resources & Tools
to Help Coalitions End Tobacco Use
CAMPAIGN UPDATE
March 5, 2015
William L. Furmanski, SVP, Communications
EMPOWERING
PREACHY
REBELLIOUS
Tobacco Industry
Anti-Smoking Campaigns
“Just Say No”
“Think. Don’t Smoke”
“Tobacco Is Whacko”
CONTROLLING
2.0
Changes in tobacco use patterns
New generation of youth
Impact of digital and social media revolution
SOCIAL MEDIA
GIVES TEENS
POWER…
AND THEY’RE
EAGER TO MAKE A
DIFFERENCE FOR
CAUSES THEY
BELIEVE IN.
FOR TRUTH TO BE SUCCESSFUL, IT
NEEDS TO REPLACE THE FEELING OF
REBELLION POWER
THAT COMES FROM SMOKING
72andSunny + MediaCom
Creative & Media Launch Plan
March 27, 2014
BE THE
GENERATION
THAT ENDS
SMOKING.
72andSunny + MediaCom
Creative & Media Launch Plan
March 27, 2014
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Thank you