Uncovering the truth ® : Behind the Smoke Screen Caitlyn Andres.
Post on 13-Jan-2016
216 Views
Preview:
Transcript
Uncovering the truth®: Behind the Smoke Screen
Caitlyn Andres
Presentation Overview
Background info Campaign objectives Research and execution Social marketing strategies Measures of success
What is truth®?”
Anti-smoking campaign in the United States. Launched in 2000 and run by the American
Legacy Foundation. Funding from settlement with the tobacco
industry. Primary target audience: youth aged 12 to 17
years.
Campaign Objectives
To promote the truth® as an alternative brand. To change behaviours, attitudes, and social norms A decreased number of teen smokers.
Research and Implementation: Youth Involvement
Youth-driven campaign. Youth became client and provided feedback. Images and advertisements not designed by target youth.
Youth Marketing vs. Social Marketing
Shifted away from social marketing to youth marketing
Research conducted in places where youth felt comfortable
Young interviewers
Anti-Manipulation Strategy
• Provide facts and information and let youth make their own choices.
• Expose manipulation by tobacco industry. Start a social movement and give youth an alternative medium for rebellion. http://www.youtube.com/watch?v=c4xmFcrJexk
Implementation Techniques: Counter marketing
Market “the truth” as a brand
“Truth teen” vs. Smoker.
Campaign elements
Television, radio, and print advertising A website (www.thetruth.com) Cinema advertising Social networking and video sharing sites Interactive elements Events Branded entertainment integrations Partnerships with like-minded brands
The Importance of Tone
“Don’t say don’t” Use of humor and cutting-edge advertisements. Social math, buzz marketing tactics, and heavy irony.
http://www.youtube.com/watch?v=FGsqpDOT3q8
Was it Successful?
Yes! Body of research proves efficacy of truth® in changing teens’ attitudes and behaviours towards tobacco useage.
Directly responsible for keeping 450 000 teens from starting to smoke during its first four years. (Farrelly et al., 2009)
Measures of Success
Change in Beliefs Change in Intention to Smoke Current smoking declined among secondary
students.
Conclusion
Background info on truth®
Social marketing techniques
Anti-manipulation strategy
Counter marketing Measures of success
Further Resources
www.thetruth.com http://samples.jbpub.com/
9780763753771/53771_CH10_FINAL.pdf http://www.scenesmoking.org/research/trdrp3jm.pdf http://tobaccocontrol.bmj.com/content/10/1/3.full http://www.social-marketing.org/success/cs-floridatruth.html http://www.ajpmonline.org/article/S0749-3797(09)00074-9/
fulltext Essentials of Public Health Communication, Parvanta, Nelson,
Parvanta, and Harner (2011), pg. 246-251.
Thanks for discovering truth®!
Questions/ Comments?
top related