Communication Strategies

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Communication Strategies

• Lessons learned from campaigns and research
  project with low SES and cross-cultural
  communities.

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Stick It to Kick It

• Goals
• A promotion to encourage 18-29 year olds to quit
  tobacco through the use of free NRT.
• Residents could enroll in a free program to quit
  tobacco, including nicotine patches or gum and
  counseling. Over 300 in value. No insurance
  required.
• Target Audience
• Young adults (18-29).
• Low SES.
• Campaign Facts
• More than 30 of tobacco users in WA are 18-29.
• Least likely to access the services of the quit
  line.
• Only 24 of the medical coverage included NRT.

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Stick It to Kick It

• Highly targeted strategies to avoid overloading
  quit line capacity.
• Outreach Tactics
• Collateral Materials (Flyers, stress balls,
  pocket cards).
• Radio Presence.
• DJ partnership.
• Tagged ads.
• Grassroots Strategies.
• Street teams.
• Minor league sports sponsorships.
• Health Clinics.
• Employers.
• Community College Outreach.
• Campus newspapers, student clinics, pizza box
  toppers.
• Cross-Cultural Outreach.

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Stick It to Kick It
Cross-Cultural Outreach - Developed specifically
targeted nicotine replacement therapy messaging
and materials. Each community determined
distribution strategy.
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Stick It to Kick It

• Results
• In the first month of the DJ partnership, calls
  from Spokane young adults increased from 26 calls
  per month to 110.
• During first six months, the quit line
  experienced a 34 increase in young adult
  callers.
• Young adult callers made up 30 of all calls to
  the quit line (compared to 20 before the
  campaign started).
• Lessons learned
• Simple and direct messages work best with
  audience.
• Radio is a great way to reach young adults and
  low SES.
• Targeted strategies helped control public
  response.
• Free incentives motivate young adults.
• Outreach in community colleges was less effective.

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Quit for You Quit for Two

• Goals
• Raise awareness of quit line services and the
  specialized cessation tools available for
  pregnant and postpartum women among health care
  providers.
• Increase calls to the quit line by pregnant and
  postpartum women, as well as physician referrals.
• Increase awareness of the dangers of smoking
  while pregnant and the risk secondhand smoke to
  infants.
• Target Audiences
• Pregnant and postpartum smokers.
• Influencers
• Health care providers.
• Friends and family.

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Quit for You Quit for Two

• Campaign Facts
• Statewide rate is 9.2
• Young women 18
• Medicaid 17
• American Indian 22
• 46 of women begin smoking again after birth.
• Health care providers unaware of quit line
  services.
• Outreach Tactics
• Child Profile mailings and heath care provider
  outreach.
• Stickers for tobacco retailers and grassroots
  outreach.
• Research with target audience (surveys and
  interviews).
• Earned media and PSA with Maxine Hayes.
• Pilot incentive promotion.

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Quit for You Quit for Two

• Lessons Learned
• Do research.
• Pilot is essential.
• Build partnerships and get support of key
  stakeholders
• First Steps Agencies
• Child Profile
• Health contractors
• Involve trusted sources for healthcare providers.
• Messages
• Emphasize the short-term reasons to quit.
• Develop a variety of materials to fit various
  needs.
• Communicate messages through trusted sources for
  greater impact.
• Incentive helps reinforce message.

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Cross-Cultural Community Outreach
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Cross-Cultural Outreach

• GMMB worked closely with contractors to develop
  tailored campaigns that reach target audiences
  with culturally-appropriate messages.
• African-American Community
• Transit ads, postcards and posters to reach
  pregnant and postpartum women.
• Print ads to raise awareness of secondhand smoke.
• Quit kit materials mint and toothpick boxes, dog
  tags and quit journals.
• Hand fans for distribution in churches and
  community centers.

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Cross-Cultural Outreach

• Asian Pacific Islander Community

• Hand fans for summer events in four languages.
• Print ads (for Korean, Chinese and Vietnamese
  publications).
• Posters about the dangers of secondhand smoke in
  five languages.
• Transit ad with information in five languages.

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Cross-Cultural Outreach

• Urban American Indians/Alaska Natives

• Focus Groups to assess perceptions and knowledge
  of traditional tobacco use and explore best ways
  to convey messages to community.
• Marketing materials Bracelets with wallet cards,
  window clings, sticky notes.

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Cross-Cultural Outreach

• American Indians living on reservations

• Print ads to raise awareness about dangers of
  secondhand smoke.
• Hand fans for summer events
• Banners for health clinics and events.
• Materials for health clinics
• Cessation brochure
• Flyers
• Posters

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Cross-Cultural Outreach

• Latino Community

• Radio ads in Spanish to raise awareness of
  dangers of secondhand smoke. (placed in 10
  Spanish stations in the state).
• Transit ads in Spanish with images of people from
  the community.
• Banners for fairs and events.
• Magnets.

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Cross-Cultural Outreach

• LGBT Community

• Marketing materials quit card, mint boxes, lip
  balms.
• Print ads with cessation message for Pride
  editions of top LGBT publications.
• Posters with members of LBT community for health
  centers.
• Sponsorships and grassroots efforts at community
  events.

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Cross-Cultural Outreach

• Lessons Learned
• Involve contractors in strategy development.
• Groups can help promote the campaigns in their
  communities, lending legitimacy to the outreach.
• Use short and direct messages, less is more.
• Materials and ads should be specifically tailored
  for each community
• If possible translate key messages.
• Use appropriate colors, images, etc.
• Message is better received by the community if it
  comes from a trusted source.

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Testing Anti-Smoking Ads with African-American
Men and Lesbians Who Smoke
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Research Project

• The research project consisted of three main
  phases
• Environmental Scan.
• Conducted an inventory of national and state
  cessation campaigns that target the communities.
• Identified campaigns, themes and messages, and
  assess effectiveness.
• Experts Interviews.
• Thirty-minute telephone interviews with community
  leaders to get reactions to TV ads and gain
  insight into cultural views around smoking.
• Findings helped frame the research.
• Focus Groups and In-depth Interviews (IDIs).

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Focus groups and IDIs

• Two groups and four IDIs with lesbians were
  conducted in Seattle and Spokane.
• Two groups and four IDIs with African-American
  men were conducted in Seattle.
• Composition
• Current smokers, at least one year.
• Smokers who have tried to quit in the past.
• Low SES.
• Participants were grouped by age (18-29 and
  30-49).
• All sessions were conducted by moderators from
  same communities as participants.

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Research Project

• Lessons Learned
• Work with contractors to oversee process.
• Create a safe and open environment for
  participants
• Make sure they know the process and feel
  comfortable.
• Have a moderator from the same community as
  participants.
• Get insights from experts and compare with
  reactions from community members.
• Findings will improve effectiveness of future
  outreach strategies.

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