Abstract
Objective
To create a mass media campaign that endeavours to a) denormalize tobacco use among youth aged 12–18, b) empower youth to stay tobacco product free, and c) increase awareness of the dangers of tobacco use, while using positive messaging.
Participants
Target age group was youth between the ages of 12 and 18 years.
Setting
The mass media campaign was developed, implemented, and evaluated within the city of Calgary.
Intervention
The mass media campaign consisted of posters for schools and other venues frequented by youth (e.g., community centres, libraries, fitness centres, restaurants, movie theatres), posters for transit (e.g., bus shelters, LRT shelters, back of bus) print advertisements, television/radio public service announcements, an interactive community website for youth, a media launch event, promotional items, and organizational efforts to cross-promote the campaign. The creative concept was based on intercept interviews, focus group testing, and other research conducted by the campaign’s creative team and youth volunteers in order to identify the key elements of this campaign.
Outcomes
A total of 149 students completed both a baseline and follow-up survey to evaluate the marketing activities of the campaign. A total of 27 youth participated in prototype testing to compare this positive-messaging campaign with negative-toned tobacco reduction campaigns. Six stakeholders/partners participated in stakeholder interviews to assess their thoughts and learnings regarding the campaign process.
Conclusion
The evaluation respondents viewed the campaign positively and showed strong recall of the messaging.
Key words: Social marketing, youth, tobacco reduction
Résumé
Objectif
Créer une campagne dans les médias afin de a) dénormaliser le tabagisme chez les jeunes de 12 à 18 ans, b) outiller les jeunes pour qu’ils sachent éviter les produits du tabac et c) sensibiliser le public aux dangers du tabagisme en utilisant des messages positifs.
Participants
Nous avons ciblé les jeunes de 12 à 18 ans.
Lieu
La campagne dans les médias a été créée, mise en œuvre et évaluée à Calgary.
Intervention
La campagne englobait des affiches dans les écoles et autres lieux fréquentés par les jeunes (centres communautaires, bibliothèques, centres de conditionnement physique, restaurants, cinémas), des affiches dans les transports en commun (abribus, abris du train léger sur rail, arrière des autobus), de la publicité imprimée, des communiqués à la télévision et à la radio, un site Web communautaire interactif pour les jeunes, un lancement médiatisé, des articles promotionnels et des efforts d’autopublicité intermédia. Le concept créatif a été mis au point à partir d’entrevues sur place, d’un sondage auprès de groupes cibles et de recherches menées par les créateurs de la campagne et par de jeunes bénévoles pour définir les principaux messages.
Résultats
En tout, 149 élèves ont répondu au sondage de base et au sondage de suivi pour évaluer les activités de marketing de la campagne. Vingt-sept jeunes ont participé à un essai du prototype de la campagne, dont le ton positif a été comparé à celui des campagnes de réduction du tabagisme au ton négatif. Six parties prenantes/partenaires ont accordé des entrevues pour faire part de leurs réflexions et des enseignements qu’ils ont tirés du déroulement de la campagne.
Conclusion
Selon les répondants aux sondages, la campagne a été bien accueillie, et ses messages ont été bien retenus.
Mots clés: marketing social, jeunes, réduction du tabagisme
Footnotes
Sources of Support: Funding for the media campaign was provided by Health Canada Mass Media Activities under the Federal Tobacco Control Strategy. Evaluation for this campaign was conducted by Howard Research and Management Consulting and the creative design by Orange Door Communications and Global Television Creative Services. Community partners who contributed to the I Am the Owner of Me Campaign include Calgary Health Region in partnership with Health Canada, the Alberta Alcohol and Drug Addiction Commission (AADAC), Canadian Cancer Society, Calgary Urban Vibe and a local high school.
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