Background: Video content can help a health campaign generate relevant conversation and deepen message comprehension. Different video styles and key messages can be effective with vastly different audiences who have very different values. Digital measurement tools are needed to understand the success of video and derive audience insights.
This session will walk through specific examples from a public health campaign called Down & Dirty that has successfully used online video to reduce tobacco use among teens ages 13 – 18 years old who identify with the Country peer crowd.
Two videos, “Junk Yard” and “Country Legacy” used messaging centered around a staple of Country teen’s culture: fixing up their trucks. Down and Dirty used this value to explain, in a tangible way, how many truck parts rural teens could afford if they lived tobacco-free. In addition to the Country Legacy video, supporting materials revolved around a personality quiz that connected country values such as work ethic, family, and freedom to leaving a tobacco-free legacy. Results told youth what their legacy would be and how using dip goes against that value. Users were asked to share their results to be entered in to win a weekly prize pack.
Evaluation Methods and Results:
An online survey was conducted from February to May 2016 to assess campaign impact.The objectives of this evaluation research include:
Assess D&D brand awareness and appeal among teens in the Country peer crowd.
Assess exposure, appeal, and impact of video ads.
Assess tobacco-related attitudes, beliefs, and behaviors among Country teens.
Country Legacy’s video, digital experience, and social media content all reflected different country values. Using a message that is consistent with the peer crowd’s passions and interests overall, and relating it to their everyday lives, can increase engagement.
Implications for research and/or practice:
By focusing on the audience’s values, public health practitioners are more likely to make a video go “viral” within the target audience. A variety of recent public health video examples developed for specific audiences based on their values and beliefs will be discussed.