Breaking up with tobacco: An innovative approach to reaching LGBT populations
Approach:The Los Angeles County Department of Public Health launched Break Up wtih Tobacco, an innovative, LGBT-specific anti-smoking campaign that utilized social media (e.g., Facebook, Twitter, Instagram, YouTube, Flickr, and traditional media), paid advertising (e.g., LGBT magazines and geo and behavior targeted ads Facebook), in-bar and in-gym advertising, and street team interventions (e.g., bar takeovers, promotional items, photoboth photos).
The goals of the campaign were 1) leverage modern communication ecology with social currency (mobile images), triggers (emotional and others), and word of mouth and shareability and 2) drive LGBT audience to LALastDragLA.com or LAQuits.com to learn about quitting resources.
Results: We will discuss final outcome data and highlight the most effective strategies of the campaign. However, preliminary data indicates that the Break Up with Tobacco campaign successfully moved the LGBT audience to take the desired action: more than 4,800 page views on LAQuits.com, 368,929 Facebook impressions of content associated with the websites, and an estimated 309,9000 AI 18+ impressions associated with street team interventions.
Discussion: Break Up with Tobacco was not a typical paid advertising campaign, however, it proved to be an inexpensive way to effectively reach the LGBT audience with anti-smoking messages.
Learning Areas:Communication and informatics
Planning of health education strategies, interventions, and programs
Explain strategies to reach hard-to-reach LGBT populations with tobacco cessation messages. Evaluate the effectiveness of strategies to reach LGBT populations with tobacco cessation messages. Describe creative elements of an effective public education campaign targeting LGBT populations.
Keyword(s): Media, Lesbian, Gay, Bisexual and Transgender (LGBT)
Qualified on the content I am responsible for because: I was the communications lead on this campaign overseeing the development and implementation of "Breaking up with Tobacco." My background is in health communications and media relations in addition to media campaign development. This campaign, "Breaking up with Tobacco" was under my responsibility as the Communications Director for the LA County Dept of Public Health Division of Chronic Disease & Injury Prevention.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.