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Getting the word out in so many ways: Cost-effective media campaigns

Karen Leggett, Subcontractor: CDC Office on Smoking and Health Media Campaign Resource Center, Matthews Media Group, 15417 Merrifields Lane, Silver Spring, MD 20906, Linda A. Block, MPH, Office on Smoking and Health, Centers for Disease Control and Prevention, 4770 Buford Hwy, NE, Mailstop K-50, Atlanta, GA 30341, Julie Allen, Constella Health Sciences, CDC Office on Smoking and Health - Media Campaign Resource Center, 8401 Colesville Rd #200, Silver Spring, MD 20910, Jory Barone, Constella Health Sciences, CDC Office on Smoking and Health, 8401 Colesville Rd #200, Silver Spring, MD 20910, and Cynthia J. Newcomer, Constella Health Sciences, Media Campaign Resource Center, 8401 Colesville Rd #200, Silver Spring, MD 20910, 301-562-1097, cnewcomer@constellagroup.com.

The Media Campaign Resource Center (MCRC) is a clearinghouse of tobacco control advertisements funded by the U.S. Centers for Disease Control and Prevention's Office on Smoking and Health. The MCRC licenses several hundred TV, radio and print advertisements that have been developed by a number of U.S. states, organizations, and federal agencies. By providing access to existing advertising materials, the Resource Center allows state and local government agencies and non-profit organizations to use scarce funds more effectively. This session will instruct participants in how to use the MCRC for their own tobacco control campaigns.

At the conclusion of the session, participants will know how to identify and prioritize the key tobacco control goals in their community (cessation, prevention, reducing exposure to secondhand smoke in the workplace/restaurants/public buildings, etc.), determine which media vehicles to use, determine which specific ads would best address these goals, and develop multimedia campaigns that address these key goals, using the resources of the MCRC.

They will brainstorm and create novel approaches to getting out the message, including

identifying individuals willing to offer testimonials, using the Internet creatively, partnering and collaborating with local hospitals, media outlets, schools and health organizations.

Finally, participants will know how to make resources they create available nationwide through the Media Campaign Resource Center.

Learning Objectives:

Keywords: Tobacco Control, Media Campaigns

Related Web page: www.cdc.gov/tobacco/mcrc

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Media Campaign Resource Center of the Centers for Disease Control Office on Smoking and Health
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Alcohol and Tobacco: Public Education and Media Advocacy

The 132nd Annual Meeting (November 6-10, 2004) of APHA