International Union
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Tobacco Control
Mass Media Resource
Guidelines for planning and implementing mass media
advertising campaigns
The Mass Media Taskforce: Pham Thi Hoang Anh, Greg Connolly, Trish Cotter, Elena Dmitrieva, Karen
Gutierrez, Fitri Putjuk, Gary Saffitz, Mohammed Shahjahan, Hassan El Sheikh, Melanie Wakefield,
Jane Webb
Published by the International Union Against Tuberculosis and Lung Disease 2007; Reprinted by
World Lung Foundation 2008.
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
International Union
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and Lung Disease
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Tobacco Control
Mass Media Resource
Guidelines for planning and implementing mass media
advertising campaigns
This document has been developed to accompany the World Lung Foundation mass media resource.
Introduction
Effective mass media campaigns are a key part of any Tobacco control strategy because they can
help prevent young people from starting to smoke, encourage smokers to stop, or not to smoke
around non-smokers, and change the social context of tobacco use.
This guidance document has been developed to accompany the mass media resource.
For practical assistance on using the advertisements contact WLF at: massmedia@
worldlungfoundation.org.
This guidance is based on the findings from many mass media advertising campaigns from around
the world to date. However, the limitations of this document need to be recognised:
1. Most of the findings are from Stop Smoking campaigns because more data has been collected
on these campaigns than on secondhand smoke campaigns. However, it is believed by many
practitioners that the principles, tips and suggestions are equally applicable to campaigns
focused on reducing exposure to secondhand smoke.
2. Most of the findings are from developed and sophisticated advertising markets, not from the
Bloomberg target countries. Therefore we suggest that local experts need to be engaged to
ensure that local needs and opportunities are not overlooked when following the guidelines.
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
International Union
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and Lung Disease
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Tobacco Control
Mass Media Resource
Contents
Background
2
1. Mass media advertising campaigns work 2
2. Mass media advertising is a crucial component of a
comprehensive tobacco control programme
3
3. The characteristics of effective campaigns 3
4. Successful creative strategies – some observations
4
5. What not to do 5
Campaign planning and implementation stages 6
1. A campaign management team
6
2. Strategic planning 7
3. Formative research and pretesting
9
4. Campaign evaluation 1
0
5. Adapting advertising 12
6. Media planning and placement 13
7. Advertising and unpaid media 15
Further advice 16
Unless otherwise cited, the main reference text for these guidelines is :
Feltracco A, Gutierrez K, Campaign Development Toolkit: An International Guide for Planning and
Implementing Stop Smoking Campaigns. Brantford, ON. Global Dialogue for Effective Stop Smoking
Campaigns 2007
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
International Union
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Tobacco Control
Mass Media Resource
Background
1. Mass media advertising campaigns work
Expert conclusions
The scientific evidence on the effectiveness of public education campaigns is robust and supported
by the World Health Organization and many other public health authorities around the world.
Evidence
Many countries have had positive experience with public education/mass media advertising
campaigns. Below are some of the most significant results.
In Australia, a mass media advertising campaign has been a key part of the tobacco control strategy
for many years. Adult smoking prevalence estimates declined from 22.9% in 1997 to 18.4% in 2005.
In addition, in the same period, average cigarette consumption fell from 15.4 cigarettes per day to 13
per day. Results for the National Tobacco Campaign (1997) indicated a 1.4% decline in smoking over
the six-month campaign period (23.5% to 22.1%).
In England, a mass media, advertising-led, campaign has been a key component of the tobacco
control strategy since 1998. Smoking prevalence declined from 28% in 1998 to 24% in 2005, which
means an estimated 1.2 million fewer smokers. *
The US/Massachusetts mass media campaigns contributed to substantial declines in cigarette
consumption. A 1997 independent evaluation found that tobacco consumption dropped by 31% in
the period 1992 to 1997, more than triple the decline seen in the rest of US states.
It has also been found that when such campaigns stop (frequently because of lack of funding)
positive behaviour change declines and relatively quickly.
Mass media advertising can be very cost effective
Mass media advertising campaigns can be cost effective in terms of the following criteria:
• Cost per quitter versus other tobacco control levers
• Return on investment in reduced healthcare costs
• Return on investment in reduced costs to economy and society
Mass media campaigns can be a flexible lever
In general, media campaigns can be conducted much quicker than other tobacco control levers such
as legislation change or implementation of Stop Smoking clinics. In particular, engaging the news
media to cover tobacco control topics can be done extremely quickly and inexpensively.
Mass media campaigns are needed to counter the efforts of the tobacco industry
The global tobacco companies have used mass media for many decades. The global tobacco control
community has joined together to provide The Union mass media resource advertisements to
counter this impact.
*Dept of Health, England 2007
http://www.dh.gov.uk/en/Policyandguidance/Healthandsocialcaretopics/Tobacco/index.htm
For more information and technical assistance on planning, implementing and evaluating effective mass
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Background
2. Mass media advertising is a crucial component of a comprehensive tobacco control programme
As the prevalence of tobacco use varies across the world, so does the combination of actions taken
to address this epidemic. However, the global tobacco control community recognises that there
are a number of evidence based, population level interventions that can affect the prevalence of
smoking.
The WHO Framework Convention on Tobacco Control states the following provisions:
Provisions to reduce demand:
• Price and tax measures to reduce the demand for tobacco
• Non-price measures to reduce the demand for tobacco
o Protection from exposure to tobacco smoke
o Regulation of the contents of tobacco products
o Regulation of tobacco product disclosures
o (Regulate) Packaging and labelling of tobacco products
o Education, communication, training and public awareness
o (Regulate) Tobacco advertising, promotion and sponsorship
o Demand reduction measures concerning tobacco dependence and cessation
Provisions to reduce supply:
• (Regulate) Illicit trade in tobacco products
• (Regulate) Sales to and by minors
• Provision of support for economically viable alternative activities.
It is widely recognised that price has the most immediate effect on demand for tobacco products.
However, many experts believe that mass media campaigns are also critical because they can create
population-wide changes in knowledge about tobacco, attitudes toward tobacco use, and behaviour
change amongst users and non-users alike.
3. The characteristics of effective campaigns
Below are eight key characteristics that successful tobacco control mass media campaigns share:
1. A strong and sustained presence over time
The most effective campaigns have been running for many years. Their sponsoring organisations
recognise that the messages must continue over time and must be refreshed. These are practices
that the tobacco companies and other major consumer products companies also follow.
2. Adequate funding
As an example, the US CDC recommends spending levels of $1.36 - $3.90 (USD) per person, per
annum for an effective media campaign in the US. * This is likely to be considerably less than
tobacco companies are spending in a typical market.
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
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3. Integrated communication components
Different communication techniques can complement each other, such as advertising plus public
relations, community-based campaigns and events. The impact of the whole can be much greater
than the sum of the parts.
4. The campaign is integral to a wider tobacco control programme
Mass media tools should be designed to enhance and improve the impact of other tobacco control
interventions such as the introduction of new legislation, availability of Stop Smoking services and
cessation products.
5. The campaign is part of a long-term strategic plan
Developing a strategic plan involves consideration of the initiatives that could be taken and then
prioritising them. It often involves deciding which limited number of initiatives can be delivered
given the available funding and staffing.
6. Strong creative material
Delivering the message in a powerful way has been found to be the most effective way of motivating
smokers to quit.
7. Cultural acceptability
No single campaign will be equally effective in all populations and therefore campaigns may need to
be tailored and made culturally appropriate for specific target audiences
8. Thorough pre- and post-campaign evaluation.
The total evaluation process enables the programme to identify what is working, what is not and
why, which in turn informs the changes that should be made to help the campaign achieve its goals.
*Source: http://www.cdc.gov/tobacco/tobacco_control_programs/stateandcommunity/best_practices/
index.htm
4. Successful creative strategies – some observations
Examples of advertisements using these creative strategies are available in the WLF mass media
resource.
• A combination of ‘Why to stop’ and ‘How to stop’ messages used together
o ‘Why to stop’ messages are hard hitting and communicate the consequences of tobacco
use. Such messages can bring the dangers of smoking closer to the individual and prompt
stopping behaviour.
o ‘How to stop’ messages offer a solution to the negative emotions prompted by the ‘Why
to quit’ messaging. They are positive, should communicate the support available to help
smokers to stop and emphasise that success is achievable.
o ‘How to stop’ messages can promote any type of quitting support. Most often this is a
telephone service, but can also be specialist clinics or referrals to health care professionals
• Messages that build awareness that stopping smoking with help increases a smoker’s
likelihood of success.
• Testimonials and real life stories. There have been positive experiences with using real
people or actors, provided they convey a credible message. In general real people deliver more
effective campaigns because the media often picks up their stories. Therefore the impact of
the campaign can be increased beyond just its paid elements. (However, in some countries
advertising laws require that testimonials using actors in place of the actual individual in a real
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
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life story be identified as a “dramatisation”)
• Messages that emphasise that stopping is a journey and that it is all right if it takes smokers
many attempts before being successful.
• A message tone that is non judgemental to smokers. Messaging that blames the smoke or
the tobacco product, and not the smoker, has been found to be more effective. Advertisements
need to communicate empathy for the challenges and difficulties that people face in stopping
tobacco use.
• Secondhand smoke messages, particularly those that highlight the dangers of secondhand
smoke to loved ones, especially children, can be effective in prompting some smokers to stop.
• Messages comparing risks are not well understood. Focussing on the health consequences of
smoking has, to date, been the most effective strategy to motivate smoking cessation.
5. What not to do
• Accept funding or support from the tobacco industry.
• Conduct campaigns targeting children and teens only. The international experts were unable
to identify an advertising campaign targeted at only children that successfully prevented
uptake of smoking over the long term.
• Run ‘Why to quit’ campaigns that are positive in content and tone. These campaigns often
appear to appeal to tobacco users in pre testing as the advertisements are optimistic about the
future and comfortable for smokers to experience. However such campaigns do not prompt
enough discomfort with tobacco use to prompt smokers to take serious action to stop.
And keep in mind that:
• Tobacco users will often claim in research situations that:
o The advertising will not change their views or behaviour.
o The advertising is so shocking or troubling that they turn away or turn off the TV or radio.
Few people like to admit to being influenced by advertising and yet, time and time again, such
campaigns are seen to work. (This is true of many products and services, not just tobacco
control, which is why many industries use advertising)
Smokers often claim not to watch advertising that they find uncomfortable to view. Yet
frequently these very same people can recall many details of the advertising they have claimed
not to watch/hear, suggesting that the advertising has made a memorable and measurable
impression on them.
In addition, some of the campaigns that have caused the most complaints when aired (such
as the “Every Cigarette is Doing You Damage” campaign from Australia) have also produced
some of the best results, in terms of building knowledge, changing attitudes and changing
behaviours. *
* Source: Schar E., Gutierrez K. Smoking Cessation Media Campaigns from Around the World:
Recommendations from Lessons Learned. Centers for Disease Control and Prevention and World
Health Organization European Tobacco-Free Initiative, 2001. Accessed May 2006 at http://www.euro.
who.int/document/e74523.pdf
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
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Campaign planning and implementation stages
1. A campaign management team
Successful implementation of a campaign requires a team of people with an appropriate mix of
experience and expertise.
To implement your campaign we recommend you establish four work streams:
1. Tobacco control organisation staff – accountable for the overall campaign.
2. Communications specialists to develop and place the campaign.
3. Evaluation specialists to monitor the implementation of the campaign and measure the
results.
4. Community stakeholders to support the campaign.
To manage a campaign requires at least one dedicated person. However if the campaign has a large
budget then a number of roles are recommended:
• A campaign manager to oversee the team and the total campaign.
• An advertising manager to manage the work of the advertising agency or the direct
development of materials.
• A press secretary or media relations officer to manage the work of the PR firm or handle
relations with the news media directly.
• A manager of stakeholders, community relations or local programmes. This role often
involves leveraging the support of non-governmental and local health organisations.
• An evaluation manager to commission and report on the measurement of the campaign.
(Advertising agencies may have the capacity to conduct campaigns evaluations, which can
allow the advertising manager to oversee this function)
• A financial manager to administer the monetary aspects of the campaigns and support in the
agreement of supplier contracts.
Key recommendation:
Tobacco control advertising campaigns are often controversial and illicit strong opposition from
some parts of the community. The campaign team (or campaign manager) must be prepared for
such opposition, with a communication plan backed with evidence and key stakeholders to support
the campaign.
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
International Union
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Mass Media Resource
Campaign planning and implementation stages
2. Strategic planning
Strategic planning is the process that enables the campaign manager to set clear objectives, identify
and select specific audiences, set priorities and select the activities of the mass media campaign. A
strategic plan is a key document to gain consensus from stakeholders on the objectives, audiences
and activities of the campaign.
Campaign planning and implementation process for adapting existing mass media
advertising campaigns
Campaign
Strategic
Planning
Formative
Research And
Pre Testing
Process and
Outcome
Evaluation
Adapting ads
Earned media and
PR
Media
Placement
It is recommended that a campaign strategic plan states the following information:
Problem statement and situation analysis
Describe the problem the campaign is seeking to address. Be as specific as possible in terms of the
target group and the evidence base that identifies the problem. In addition, the situation analysis
should identify what is happening, what you want to happen, and why there is a difference.
Tobacco control goal
This goal should reflect the contribution the campaign is expected to play in the overall tobacco
control programme
Target audience(s)
Describe the target audience for the campaign. Prioritise those segments of the population most
likely to deliver the proposed goals.
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Describe each audience in as much detail as possible – consider segmentation by:
Age
Sex
Lifestage
Socio- economic group
Geography
Psychographics (attitudes and beliefs the group share)
Smoking behaviour (smokers/non-smokers)
This information can help clarify the most effective messages and the most efficient media to reach
the identified priority audiences.
Campaign objective(s)
The campaign objective(s) should articulate exactly what is hoped and expected to be achieved as a
result of the campaign. It is best stated as an intended outcome (a change in behaviour in the target
audience) rather than intended process (reaching X percent of the audience) In addition, it is helpful
to express each objective as a SMART objective:
Specific
Measurable
Achievable
Relevant
Time bound
Strategy summary
This should be a summary of the action you expect the target audience to take as a result of the
campaign.
It could read as follows : X% of Target Audience will take action to stop smoking by contacting the
quitline during the period that the campaign is on air (from X date to Y date).
Activities and channels
Select the most effective media and activities given the budget and time that you have available. The
selection should:
Consider the best ways to reach your target audience(s).
Consider which marketing approaches to use:
Advertising, public relations, media advocacy, community based marketing, etc. (See 6 below)
Opportunities for collaboration
Consider organisations that have similar goals and may be willing to work with you. Such partners
may be able to offer:
• Access to a target audience
• Enhanced credibility for your campaign
• Additional resources, either financial or in kind
• Expertise
• Co –sponsorship of events
Evaluation plan
State plans for the 3 stages of research and evaluation:
• Formative
• Process
• Outcome
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Formative research is undertaken to guide the development of campaign content and choice of
media.
Formative evaluation is the pre testing of campaign materials to determine whether the
materials are communicating as intended and to predict how the audience may respond.
Process evaluation measures whether the campaign was implemented as planned.
Outcome evaluation measures the achievements of the campaign: the extent to which the
campaign objectives have been delivered. (See 3 below)
Timeline
This should state all the activities of the campaign and the time allotted to complete them. The
timeline should highlight key dates and who is responsible for completing each item. Delivering
campaigns by specific supplier deadlines can often save funds.
Budget and Resources
This should:
• List all resources available: financial, in kind, staff
• List all anticipated expenses related to your campaign
Use this assessment of costs and resources to make full use of the assets available.
Campaign planning and implementation stages
3. Formative research and pre-testing
This is research conducted among your target audiences prior to conducting a mass media
campaign, to ensure that the campaign messages, creative approaches and media vehicles you
choose are likely to be the most effective choices and to highlight any changes necessary.
There are two typical stages:
• Research on the target audience before the development of the campaign. This is undertaken
to gain insights to help choose (or create) the advertisements most likely to be effective.
• Pre-testing, or piloting, of the advertisements to check that those chosen are communicating
as intended and to predict how the audience may respond to them.
Campaign planners look to gain the following kind of information from pre-testing:
• Overall reaction to the campaign – how does it make them feel?
• Key message communication - What is the message they get from seeing/hearing the
campaign?
• Like and dislikes – What specifically do they like and /or dislike about the message /campaign?
Why?
• What, if anything, in the advertisement, is confusing?
• Is the message relevant? Is it for them or for someone else? Why/why not?
• Is the message believable? Why/why not?
• What new information (if any) did they learn from the advertisement?
• Will they talk about the campaign after they have seen it? Why /why not?
• Is the advertisement controversial? Why/Why not?
• Will the advertisement prompt respondents to change their views or behaviour? Why/why
not?
Research can be qualitative or quantitative, and if the budget allows, both techniques should be
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
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used.
Quantitative techniques question representative samples of a target group in order that statistical
techniques can be used to provide estimates of awareness, attitudes and behaviours at a population
level.
Quantitative techniques are used to answer ‘what’ and ‘how many’ questions. Various survey
techniques can be used:
• Face to face Interviews
• Mailed questionnaires
• Telephone surveys
• Internet questionnaires
A major advantage of quantitative formative research is that it can form a benchmark of a
population’s smoking attitudes and behaviours. The major disadvantage is that such surveys are
time consuming and expensive.
Qualitative techniques question a small group of a target population to gain an in depth
understanding of motivations and behaviours. Qualitative techniques are used to determine ‘why’
people think what they think and do what they do. When using qualitative techniques, remember
that the findings are indicative and not predictive, and should be analysed and used accordingly.
Various techniques can be used:
• Focus groups
• One to one interviews
• Friendship pairs or groups
• In-home observation
• Intercept interviews at shopping malls (or other gathering places of the target audience)
• Video diaries
There is a third type of research – quasi-quantitative research. This is a hybrid of the two techniques
where more people are questioned than in typical qualitative research and a mix of ‘what’ and ‘why’
questions are asked of all respondents. This has the advantage of being quicker and cheaper than a
thorough quantitative research survey, but will not have statistically robust findings. It also has the
advantage of finding out why the respondents think what they do, but without the opportunity of
further probing or discussion allowed by qualitative research. This technique is often used for pretesting campaigns.
Planning all research for the campaign will depend very much on the funds available and the
campaign team’s information needs. It is believed by some practitioners that the use of quasi –
quantitative techniques, or even just qualitative research, is adequate to pre-test campaigns that
have been successful in other markets.
Campaign planning and implementation stages
4. Campaign evaluation
Evaluation measures the progress made in achieving the set objectives of the campaign and/or goals
for the larger program. The World Health Organization’s Framework Convention on Tobacco Control
highlights evaluation as a critical process for effective and comprehensive tobacco control.
In the US the CDC (Centers for Disease Control & Prevention) recommend that 10% of an overall
tobacco control budget should be spent on evaluation. This could serve as a guide for your market.
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
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Remember that to have a measure of the impact of a campaign you need a pre measure or baseline
as a comparison for the post measure. Therefore it’s important that evaluation is one of the first
things planned.
Process evaluation measures whether the campaign was implemented as planned.
One of the main ways that process measures are used is to assess media buying performance against
targets. Such measures could be:
• % of target audience exposed to campaign
• Frequency at which target audiences were exposed to campaign
• Gross Rating Points (or Television Ratings) achieved over campaign period
• % of spots delivered in time slots planned
• Number of billboards or advertisements placed.
Process measures are also frequently used to measure performance of a public relations (PR)
campaign against the targets planned. Such measures could be:
• Number of journalists attending press conference
• Number of news articles appearing as a result of press release
• Number of positive articles appearing as a result of press release
• Number of articles featuring key messages included in press release
• Number of publications/programmes featuring key messages
• Coverage of target audience and frequency of messages achieved by PR campaign
• Advertising equivalent spend achieved by PR
Outcome evaluation measures the achievements of the campaign: the extent to which the campaign
objectives have been delivered.
Quantitative research techniques are recommended for outcome evaluation because statistically
significant findings will be needed to prove the effects of the campaign.
To design a quantitative survey the U.S. Centers for Disease Control and Prevention recommend the
following CDC resource:
Designing and Implementing an Effective Tobacco Control Counter Marketing Campaign, 2003.
Questions to ask in designing a survey to evaluate campaign efforts.
Design: How should I structure the study?
• How should I establish control or comparison points against which I can assess impact?
• When and how many times do I want to survey people?
• Should I survey the same or different people each time?
Sampling: Whom should I study, and how should I select the study participants?
• Whom should I survey?
• What sampling plan should I use?
• How many people should I survey?
• How large a sample do I need to make the comparisons I want to make with sufficient statistical
power?
Measurement: What questions should I ask, and how should I ask them?
• What variables do I need to measure?
• How many items do I need for each variable?
• How do I ensure that my measures are reliable and valid?
For more information and technical assistance on planning, implementing and evaluating effective mass
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• Do I create my own items, or can I use someone else’s items?
Data Collection: How should I collect the data?
• Should I collect custom data or use existing data?
• How should I administer my survey?
• How can I ensure a high response rate?
• What data do I need in addition to survey data?
Analysis: How should I analyse the data to answer the evaluation questions?
• Which descriptive statistics should I use to help describe and summarise the data?
• Which inferential statistics should I use that will allow me to generalise my sample to a wider
population so that I can test my hypothesis that the data are consistent with the research
predictions?
• What analyses can I conduct to determine whether the program is effective?
Outcome evaluation surveys should measure:
• Spontaneous and prompted advertising awareness
• Desired/intended main message recall and associated changes in knowledge
• Desired/intended changes in attitudes to tobacco use, specifically reflecting content of ads
o Often this is recorded using level of agreement/disagreement with given statements, using
a 5 point scale:
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
• Desired/ intended changes in tobacco use behaviour as reported /claimed.
Such surveys should also be complemented by other outcome measures such as:
• Calls to the helpline promoted on the campaign
• Unique visitors to the website promoted on the campaign
• Visits to a Stop Smoking clinic in response to the campaign
• Purchase or use of nicotine replacement therapy or other Stop Smoking products in response
to the campaign
It is recommended that a number of these measures be used, as the reliance on just one may give
a misleading impression. (Some campaigns have proved very memorable and strong in prompting
people to stop smoking, but have proved poor in generating calls to the helpline. Conversely, some
campaigns have shown poor awareness and attitude change tracking scores and yet proved very
effective in prompting calls to a helpline)
Key recommendations:
• Plan evaluation early in the campaign development process to ensure that sufficient funding
is allowed and that there is time for pre campaign measures to be taken.
• Any research findings must be useful, therefore before you commission research decide how
you will use the findings. This process may help you prioritise your research needs.
• Ensure the evaluation of the campaign is used effectively to:
o demonstrate the need for the campaign
o measure the outcomes of the campaign
o plan future campaigns
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
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Campaign planning and implementation stages
5. Adapting existing advertising
No single advertisement can claim to be effective for every tobacco user, in every market, in every
country. However, the advertisements in The Union mass media resource have been chosen because
• They have proven to be effective in at least one country
• They provide a range of different messages to choose from
• They represent approaches that, it is believed, could easily be adapted to other countries
Even some countries with established and well-funded tobacco control campaigns have chosen
to borrow effective creative and media strategies from other countries. (e.g. Australia has remade
campaigns that originated in California; England has remade campaigns that originated in Australia,
Massachusetts and Brazil)
Key recommendations:
• If possible, select advertisements that have a strong visual impact and therefore may require
only voiceover changes into appropriate languages.
• Pre-test advertisements even if they are in your country’s own language to determine
whether the voiceover should be changed to offer a more appropriate local accent, tone or
emphasis.
• Broadcast media should be used and prioritised whenever possible. It may be better to have a
well-funded TV campaign than a campaign that uses many media but compromises TV impact.
• Testimonial type advertisements should be re-made featuring local people. There is evidence
from England, that the more the person featured mirrors the tobacco users being targeted, the
more effective the campaign will be. *
Finding real people to appear in such advertisements and making the ads effective can be
challenging because:
• these people are often very ill, suffering the consequences of long-term tobacco use.
• some people are unwilling to participate since doing so puts them in the public spotlight
and infringes their privacy.
• in order for them to be credible they must arouse sympathy in the viewer.
• they are likely to be scrutinised by the media and therefore there must be no doubt that
the illness has been caused by tobacco use.
• in some cultures it is seen as inappropriate to publicise the unfortunate situations of
private individuals and might be seen as distasteful.
For these reasons actors are sometimes used. This can be equally effective if the portrayals
are seen as credible. However campaign managers must judge whether the potential negative
response is worth it, if the public feels that they have been misled. (Note that actors have been
used successfully in Australia/New South Wales, England, and US/Minnesota)
• The remaking of testimonial campaigns can be achieved very inexpensively.
*Dept of Health, England 2007
Campaign planning and implementation stages
6. Media planning and placement
Effective media planning involves ensuring that your campaign will be in the right place at the right
time to reach and affect your target audience.
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
International Union
Against Tuberculosis
and Lung Disease
61 Broad w ay, Suit e 28
New Yor k, NY
10 0 0 6 US A
Tobacco Control
Mass Media Resource
A media plan should consider:
• Where the ads and other communications materials will be placed
• When the ads and materials will be placed
• How often they will be placed
• How much it will cost for the desired placements and at what cost-efficiencies (cost per
thousand reach)
Where?
Different media offer different impact at different costs. A brief summary of the pro and cons of
different media is given here. The relative strengths and cost of media can vary greatly by country.
TV
+ Reaches many people
+ Has a high impact because it uses moving visuals and sound
-Airtime Expensive ( but not necessarily in cost per thousand viewers reached)
-Limited time for complex explanations
Cinema
+ Reaches specific, captive audiences
+ Has a high impact because it uses moving visuals and sound
+Airtime less expensive than TV (but not necessarily in cost per thousand viewers reached)
- Reaches fewer people than TV in most countries
- Limited time for complex explanations
Radio
+ Reaches many people and can easily target specific audiences
+ Airtime cheaper than TV
+ Can be made and put on air very quickly
- Lacks the impact of visuals
Outdoor posters (sometimes called billboards)
+ Reach many people
+ Relatively inexpensive to broadcast media, in most countries
+ Allow for powerful visuals
+ Very public media that can prompt public debate
- May not be available in desired locations
- Less able to target specific audiences
- Lack the impact of sound
- Roadside exposure is typically 3 or 4 seconds, so message must be short
Newspapers /Magazines
+ Reach many people
+ Relatively inexpensive
+ Allow for complex explanations
- Lack the impact of moving or large visuals and sound
- Require literate audience and ability to purchase or access, so may not reach key audiences
Printed materials, such as leaflets and handouts
+ Can be relatively inexpensive to distribute
+ Allow for lengthy explanations
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
International Union
Against Tuberculosis
and Lung Disease
61 Broad w ay, Suit e 28
New Yor k, NY
10 0 0 6 US A
Tobacco Control
Mass Media Resource
- Lack the impact of other media
- More difficult to measure reach because distribution is hard to tightly control
Web sites
+ Relatively inexpensive to upload
+ Unique global medium with potential for very broad reach
+ Can be updated quickly and inexpensively
+ Allow for lengthy explanations and links to other support
+ Allow for greater interactivity compared to more passive media
- Need to drive traffic from other media
- Viewers need access to a computer
- Difficult to control exposure
Web banners
+ Relatively inexpensive
+ Can be accessed from across the globe
+ Can be changed quickly and inexpensively
- Very limited messaging
- Viewers need access to a computer
Sponsorship
+ Can offer access to a target audience
+ Can offer credibility to a message
- Usually limited message
- Can be expensive
- Often has limited reach
When?
The same advertisement can be more or less effective depending on when it is placed. Below are just
a few of the many considerations regarding when to place ads.
Time of year
For example, it is traditional in England to make ‘New Year Resolutions’ that will start on January
1st. Therefore, in England Stop Smoking campaigns that run from January to March have been found
to prompt a greater response than those in other months.*
Day of the week
In England helplines and websites typically take more responses on weekdays than during weekends.
* In Australia, Monday and Wednesday placements led to more quitline calls than other days. **
Time of day
People tend to call helplines very quickly after experiencing an impactful advertisement. Therefore it
is important that such services are available when the ads are running.
Type of programming
One study in Australia found that placements in comedy programming prompted fewer calls to the
Helpline than in reality /game show programming. ***
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
International Union
Against Tuberculosis
and Lung Disease
61 Broad w ay, Suit e 28
New Yor k, NY
10 0 0 6 US A
Tobacco Control
Mass Media Resource
In England the most popular programming with the biggest mass market audiences tend to be
the most effective in creating awareness, attitude and behaviour change measures as well calls to
helplines and hits on websites. *
How often?
This is a difficult question to answer, as different advertisements require different levels of exposure
to deliver a similar response.
Most advertisements need to be placed more than once. Typically campaign planners try to achieve
a coverage level of about 80% of a target audience and a frequency level of at least four times per
four-week period, for new TV campaign.
When buying newspapers, magazines or outside billboards a coverage level of 80% with a frequency
of at least eight times would be considered one benchmark based on the experience of England *
The evidence also suggests that campaigns need to be sustained over long periods of time. Again
this should not be a surprise. Advertising does not work as a vaccine. And just as the world’s global
brands have continued to advertise over many years (some over a century now), tobacco control
campaigns also need to be sustained and evolve to meet the needs of a changing environment.
In order to build salience amidst the constraint of limited budgets, many campaigns appear in four
to six week bursts with gaps between each burst. This is called “flighting.”
Key recommendations:
• Buy as much exposure as you can afford.
• Make sure that you can afford enough to make a difference.
Sources:
*Personal communication from Jane Webb, Dept. of Health, England 2007
**Erbas B. et al. Investigating the relation between placement of Quit antismoking advertisements and
number of telephone calls to Quitline: a semiparametric modeling approach. J Epidem Comm Health 2006;
60:180-182.
*** Durkin S. and Wakefield, M. Responses to the ‘Bubblewrap Emphysema’ campaign. Centre for
Behavioural Research in Cancer, Cancer Control Research Institute, The Cancer Council Victoria, CBRC
Research Paper Series No. 15, July 2005. Accessed June 2006 at www.cancervic.org.au.cbrc
Campaign planning and implementation stages
7. Advertising and unpaid media
The key benefit of paid advertising is the complete control it gives over the content and placement
of the message. Unpaid media or “earned” media (often loosely called media relations, public
relations or PR) has the benefit of being free but the disadvantage of less, and often very little,
control over content and placement. For this reason it is unwise to plan a campaign without any
paid advertising element, unless funds are very limited.
There is a role for both paid and earned media in effective mass media campaigns. Even countries
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org
International Union
Against Tuberculosis
and Lung Disease
61 Broad w ay, Suit e 28
New Yor k, NY
10 0 0 6 US A
Tobacco Control
Mass Media Resource
with well-funded tobacco control advertising campaigns choose to use public relations because of
the unique and complementary benefits it can bring to a campaign.
Unpaid or earned media can amplify the effectiveness of paid campaigns by:
• Generating more target audience exposure to the message.
• Placing the message in new and different media and environments, such as the evening
news.
• Appearing to come from new, independent and authoritative sources; for example, in an
editorial article in a respected newspaper.
• Responding quickly to any issues arising as a result of the campaign.
• Ensuring opinion formers and stakeholders are aware of the campaign, even if they are not
the primary target audiences.
Key recommendations:
• PR or earned media planning should be part of the campaign strategy development process,
with stated objectives, audiences and key messages.
• PR activities such as press releases, launch events and press packs should be used to support
advertising campaigns.
• Remember the adage ‘Facts tell. Stories sell’: facts from new research can support a
campaign but a real story about a real person makes a press release more compelling. This
can be someone suffering from the consequences of smoking, a point of view from a widely
respected expert or the support of a popular and relevant celebrity.
Further advice
For assistance in using this resource, please contact massmedia@worldlungfoundation.org.
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org