Improving Health Communication and Marketing: Utilizing Formative Research to Inform National Anti-Smoking Ads

Background: Despite the known dangers of tobacco use, one in five adults in the United States smokes.  The toll of tobacco use continues to harm the nation’s families, communities, and economy, with more than 440,000 people in the United States dying each year due to tobacco-related diseases.  There is a large body of evidence that documents the use of mass media campaigns to reduce tobacco prevalence, increase prevention efforts, and increase cessation, along with providing the impetus for increased protection from exposure to secondhand smoke.

Program background: CDC’s Office on Smoking and Health (OSH) launched a multi-phase counter-marketing media campaign in 2011to raise the awareness about the harmful effects of tobacco use and secondhand smoke exposure and to promote cessation. Phase two of the campaign includes the development of new emotionally-charged, provocative advertisements (ads) targeting adult smokers and non-smokers. The ads will run in a targeted national media buy and made available to OSH-funded states and communities through OSH’s Media Campaign Research Center, which is a clearinghouse funded by CDC/OSH. 

Evaluation Methods and Results: For this presentation we will summarize the formative research practices and lessons learned in the development of the new ads and collateral campaign materials. Qualitative and quantitative research methods were utilized to test evidence-based messages and creative concepts that resonated with the target audience and to inform the development process.  Formative research (e.g., focus groups, Online Bulletin Boards) was used to gain keen insights into the beliefs, attitudes and perceptions of the target audience.  Quantitative research methods were utilized to test the ads in the post-production stage for message validation and consumer response.

Conclusions:  At this time, results are still being analyzed.

Implications for research and/or practice: Empirically grounded evidence about the perceived effectiveness and audience appeal of the new ads and collateral campaign materials can improve the practice of implementing public health campaigns.