|Public Education Counter-Marketing Campaigns|
According to Centers for Disease Control and Prevention (CDC), counter-marketing campaigns are among the most powerful tools for preventing smoking initiation, promoting cessation, and changing social norms related to tobacco use. Effective messages that are targeted appropriately can also stimulate a supportive climate for community efforts. Mass media campaigns, when combined with other tobacco control activities, have proven to be very effective in the overall strategy to reduce tobacco use.
To assure an efficient use of resources, TSET uses a mixture of messages produced in-state specifically for Oklahomans, as well as pre-produced ads from other states. These counter-marketing ads are used to promote the Oklahoma Tobacco Helpline, prevent youth from starting to use tobacco, and educate the public about the dangers of secondhand smoke and other tobacco related impacts.
Tobacco Stops With Me campaign
In FY08, TSET and Oklahoma State Department of Health coordinated the development of the first counter-marketing campaign designed specifically for Oklahoma created with input from research and focus groups around the state. The “Tobacco Stops With Me” campaign highlights how tobacco use impacts us as individuals, how it influences our relationships, and how each Oklahoman has a role to play in the movement to reduce the burden of tobacco use and secondhand smoke in our state.
The campaign began in January 2008 with television, radio, print and outdoor ads, as well as an interactive Web site, www.StopsWithMe.com. The second phase of the campaign focusing on the dangers of secondhand smoke will air in the Fall of 2008. The “Tobacco Stops With Me” campaign is being independently evaluated by the University of Oklahoma College of Public Health. The tv, radio and print ads can be viewed at www.StopsWithMe.com.
Become an EX campaign
TSET also partners with the American Legacy Foundation and other organizations across the nation in the National Alliance for Tobacco Cessation (NATC). Through NATC Oklahomans benefit from the “Become An EX” national media campaign and web-based cessation program, which is available in English at www.becomeanex.org and in Spanish at www.ConvierteTeEnUnEX.com.
The American Legacy Foundation continues to provide Oklahoma with a “heavy dose” of the truthÆ campaign which targets youth ages 12 to 17. truthÆ has been shown to effectively reduce youth smoking by countering the tobacco industry’s marketing tactics and pro-tobacco influences on our vulnerable youth.
Other social marketing efforts
TSET routinely works with other partners such as the Oklahoma Health Care Authority, the Oklahoma State Educators and Employees Group Insurance Board and others to promote the Oklahoma Tobacco Helpline and other effective tobacco dependence treatments to the populations they serve.
In addition, TSET and TSET-funded grantees are working with state and local partners to assure that statewide campaigns address the needs of African Americans, American Indians, Latino/Hispanic Oklahomans, gay and lesbian Oklahomans, Oklahomans of low socioeconomic status, and other populations at high risk for tobacco use and tobacco related diseases.