National Initiative to Fight Childhood Asthma: A long term social marketing campaign

Seven million children in the United States suffer from asthma. Studies show reducing the indoor allergens that trigger a child's asthma attacks can lower attack frequency and severity. The National Initiative to Fight Childhood Asthma is a 10-year partnership with the U.S. Environmental Protection Agency (USEPA) and The Ad Council to raise awareness that asthma attacks are preventable and parents can reduce indoor asthma triggers. The campaign covers television, radio, magazine, newsprint, and outdoor advertising and includes a dedicated hotline and website. The primary target audience is adults age 25 to 49 with asthmatic children ranging from infancy to 16 years in age and a secondary target audience of inner city residents, African Americans, U.S. Hispanics, and Native Americans (groups disproportionately affected by asthma). Four waves of new advertising have been launched between 2001 and 2009. Extensive audience research, focus group testing, and nation-wide surveys both before and after each wave of advertising evaluate effectiveness. Measures include audience awareness, recall, and adherence to behaviors to reduce asthma attack frequency in children. The campaign has received donated advertising space equal to over $250 million, while spending just over $3 million, a return of $75 for every $1 invested. Significant issue awareness was achieved in its first year (25%), and recognition (33%) has been maintained with each subsequent wave of advertising. Cross-sectional studies demonstrate campaign awareness is significantly associated with the personal importance of childhood asthma, confidence in prevention, and a 32% increase in adopting new prevention steps.