Replicable Media Advocacy Case Studies from Tobacco Control

Over the past several years, public health advocates concerned with curbing tobacco use have increasingly used media advocacy as a key component for making successful policy and attitudinal changes. Tobacco control media advocates have recognized the value of influencing news coverage that targets decision-makers to promote and change tobacco control policies. Media advocacy has proven to be an important part of comprehensive anti-tobacco media campaigns, because it engages the community directly, to help frame messages and gain access to the media---thus changing public-private sector policies, and the environment within which the community lives. This discussion will outline various tobacco control media advocacy tactics, and help participants understand which strategies work best in various situations. Some examples of tobacco control case studies will include: passing state cigarette taxes, the Clean Indoor Air Act and youth tobacco prevention policies. By utilizing a comprehensive mix of high-impact media advocacy strategies, health practitioners can significantly increase the probability that their policy initiative will be successful.