Online Program

Breaking up with tobacco: An innovative approach to reaching LGBT populations

Wednesday, November 4, 2015

Linda Aragon, MPH, Division of Chronic Disease and Injury Prevention, County of Los Angeles, Department of Public Health, Los Angeles, CA
Rachel Tyree, MPH, Division of Chronic Disease and Injury Prevention, County of Los Angeles, Department of Public Health, Los Angeles, CA
Matthew Le Veque, The Rogers Group, Los Angeles, CA
Introduction: Developing a "quit smoking" campaign to reach the Lesbian Gay, Bisexual, and Transgender (LGBT) audience in Los Angeles County media market is a sizeable and costly challenge. LA County is the second largest media market in the country, accounting for 18 million people and 5.8 million households. Additionally, the cost to run media campaigns in the LA market can be immense - especially when targeting niche 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 or 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, 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

Learning Objectives:
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)

Presenting author's disclosure statement:

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.