#FINISHIT: Media Resources & Tools to Help

Coalitions End Tobacco Use March 5, 2015

CDC’s National Tobacco Education Campaign Tips From Former Smokers - Update

National Center for Chronic Disease Prevention and Health Promotion Office on Smoking and Health

Jane Mitchko, MEdDeputy Chief, Health Communications Branch

Office on Smoking and HealthCenters for Disease Control and Prevention

Tobacco Use in the U.S.1

Smoking remains the leading causes of preventable death in the U.S.

Smoking kills more than 480,000 Americans each year.

Smoking is the #1 Cancer killer among women.

For every person who dies from tobacco use, more than 30 suffer from a serious smoking-related illnesses.

Each day 2,100 youth & young adults become regular smokers

Tobacco costs our economy almost $300 billion annually.

1. U.S. Department of Health and Human Services. The Health Consequences of Smoking—50 Years of Progress: A Report of the Surgeon General. Atlanta: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, Office on Smoking and Health, 2014.

Tips Campaign Background

Campaign Goals Raise public awareness

Encourage smokers to quit; make free help available for those who want it

Encourage smokers not to smoke around others; nonsmokers to protect themselves and their families from exposure to secondhand smoke

Audience

Low SES smokers, ages 18 to 54

Nonsmokers; parents; family members; health care providers; and the faith-based community.

National 1-800-QUIT-NOW Call Volume:January 2012 – August 2014

2012 Tips Outcomes —The Lancet

Impact on smokers An estimated 1.6 million

additional smokers made a quit attempt

More than 100,000 Americans will remain quit as a result of the 2012 campaign

Each year of healthy life saved by the campaign costs less than $200

Coalition use of Tips Materials

American Indian Cancer Foundation (MN) –Nathan & Michael Banner, print and OOH ads - January 2014.

Cancer Services of Gaston County, NC – Terrie’s Tip TV in 2012 for use in cinemas

Many other state-based coalitions and non-profit organizations are using Tips materials.

Tips Campaign Highlights Cancer Lung Cancer

• Annette Oral Cancer

• Christine Throat Cancer

• Shane• Sharon

Colorectal Cancer• Julia

• Rose

• Shawn• Terrie

• Mark

2015 Tips Campaign

Campaign Focus Colorectal Cancer Macular Degeneration

Media Buy and Earned Media Launch

Begins on March 30 to August 16 National buy Television, digital and magazine ads

Local “heavy ups” Radio, billboards, bulletins, etc.

Launch press conference March 26 (tentative) Satellite media tour Press conference

Media Campaign Resource Centerfor Paid Campaigns and Custom Tagging

www.cdc.gov/tips

How You Can Help! Local focus

Opportunities to leverage and extend

Earned media activities

Community engagement activities

Distribution of materials

Social media support

Thank You!

For more information please contact Centers for Disease Control and Prevention1600 Clifton Road NE, Atlanta, GA 30333Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348E-mail: cdcinfo@cdc.gov Web: www.cdc.gov

The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.

Jane Mitchko ZLO5@cdc.gov

Contacts

www.cdc.gov/tobacco

National Center for Chronic Disease Prevention and Health Promotion Office on Smoking and Health

Kathy Crosby, Director, Office of Health Communications and EducationMarch 5, 2014

Disclaimer: This information is not a formal dissemination of information by

the FDA and does not represent Agency position or policy.

| UPDATE: FDA Tobacco Education Campaigns | March 5, 201525

FDA AUTHORITY OVER TOBACCO PRODUCTS

The Family Smoking Prevention and Tobacco Control Actgives the FDA authority to regulate tobacco products.

The law also enables FDA to educate the public about the dangers of tobacco products. CTP is developing public education campaigns to communicate the:• Health risks of tobacco use• Addictiveness of the product• Harms or potential harms of specific constituents

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Multiple efforts over several years targeting discrete audiences:• General Market youth• Rural youth • African-American, Hispanic, Asian/Pacific Islander, and AI/AN youth• Young adults who identify as LGBT• Tobacco users (to be implemented at tobacco point-of-sale)• Tobacco retailers

PUBLIC EDUCATION PROGRAM OVERVIEW

| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015

YOUTH TOBACCO USE: STILL A VERY REAL ISSUE

| UPDATE: FDA Tobacco Education Campaigns | March 5, 201527

• Tobacco use is the leading preventable cause of disease, disability, and death in the U.S.

• Every day in the U.S., more than 3,200 youth under age 18 smoke their first cigarette and more than 700 youth become daily

cigarette smokersIn 2012…• Nearly 90% of adult

daily smokers smoked their first cigarette by age 18

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10 Million Youth

Prevent Initiation

DisruptExperimentation

| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015

THE REAL COST: PREVENTING THE PREVENTABLE

| UPDATE: FDA Tobacco Education Campaigns | March 5, 201529

OUR “AT-RISK” YOUTH PERSONIFIED

• Living a chaotic life Aged 12–17 Smokes/uses occasionally (<100 total) Lower socioeconomic status Poor school environment/low academic achievement Unmarried parents who use tobacco at home Friends use, too

• Not a cool kid – a troubled kid Sensation seeking/risk-taking attitude Feels stressed Poor coping skills Pessimistic outlook on life Finds it hard to regulate mood

REDUCING THE NUMBER OF YOUTH WHO SMOKE

| UPDATE: FDA Tobacco Education Campaigns | March 5, 201530

Find new ways

to talk about…

…the health consequences

Disrupt beliefs about addiction by stressing loss of control

Make teens hyperconscious of the real costof every cigarette through breakthrough, fresh portrayals

of the health and addiction risks of tobacco

Challenge their

assumptionswith new information

The cost to my body The cost to my mind The cost of smoking just one

KNOWING THE COST TO THEIR BODY

What Teens Think Now: The Reassessment:

I don’t smoke enough for there to be consequences.

I don’t want to hurt my appearance.

| UPDATE: FDA Tobacco Education Campaigns | March 5, 201531

KNOWING THE COST TO THEIR MIND

Addiction happens to “other people”.

Every time I smoke, I’m signing away control to tobacco.

What Teens Think Now: The Reassessment:

| UPDATE: FDA Tobacco Education Campaigns | March 5, 201532

KNOWING THE COST OF SMOKING JUST ONE

It’s just one, it’s no big deal.

Every cigarette I smoke hurts me because of the toxic mix of 7,000

chemicals.

What Teens Think Now:

The Reassessment:

| UPDATE: FDA Tobacco Education Campaigns | March 5, 201533

MEASURING EARLY SUCCESS

Paid Media• Reached 95% of our target audience an average of 20 times with TV ads each

quarter, exceeding CDC best practice of 75% reach

• Generated 2.5 billion impressions on youth-focused sites such as MTV.com, IGN.com and Hulu.com

Web and Social Media• Engaged 5.2M unique visitors from all 50 states on the website

• Produced 1.1M unique conversations about the campaign via Social Media

• Garnered 22.3M views of ads on YouTube, with a 86% video completion rate—significantly more than government average of 80%

Data from 2/11/14 – 12/31/14

| UPDATE: FDA Tobacco Education Campaigns | March 5, 201534

| UPDATE: FDA Tobacco Education Campaigns | March 5, 201535

RETHINKING THEIR RELATIONSHIP WITH TOBACCO

“I always thought smoking was foul and killed people.

The only difference is now I understand

how.”

“I don’t think it’s cool. Not my fault I got addicted. Tryna

quit.”

“I used to think it made people look cool until I saw my

teeth getting yellow and I got sores on my gums all the

time.”

“Struggling to breathe has been happening while I sleep...I try to stop

but it’s a really hard addiction to get

over.”

STAKEHOLDER ENGAGEMENT

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Promise of the Exchange Lab

• Provides regularly updated, centralized digital repository of high-quality content for public health partners

• Enables partners to use information to meet their specific communication and education needs

• Content changes update across sites in real-time

PROVIDE SCIENCE-BASED CONTENT FREE TO USERS WHEN, WHERE, AND HOW THEY WANT IT.

| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015

STAKEHOLDER ENGAGEMENT

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The Real Cost

• Learn more about the campaign via www.fda.gov/therealcost

• Help spread the word: Share information with your constituencies about FDA’s peer-to-peer campaign

• Organizations that work directly with at-risk youth can help extend the campaign by sharing our downloadable materials (posters & postcards) available on fda.gov and by directing youth to The Real Cost properties intended for youth

• Retired ads anticipated to become available this summer via CDC’s MCRC

| UPDATE: FDA Tobacco Education Campaigns | March 5, 2015

THANK YOU

#FinishItMedia Resources & Tools

to Help Coalitions End Tobacco Use

CAMPAIGN UPDATE

March 5, 2015

William L. Furmanski, SVP, Communications

EMPOWERING

CONTROLLING

PREACHY REBELLIOUS

Tobacco IndustryAnti-Smoking Campaigns

“Just Say No”“Think. Don’t Smoke”“Tobacco Is Whacko”

2.0Changes in tobacco use patterns

New generation of youth

Impact of digital and social media revolution

SOCIAL MEDIA GIVES TEENS POWER…

AND THEY’RE EAGER TO MAKE A DIFFERENCE FOR CAUSES THEY BELIEVE IN.

72andSunny + MediaCom Creative & Media Launch PlanMarch 27, 2014

FOR TRUTH TO BE SUCCESSFUL, IT NEEDS TO REPLACE THE FEELING OF REBELLION THAT COMES FROM SMOKING

POWER

72andSunny + MediaCom Creative & Media Launch PlanMarch 27, 2014

BE THE GENERATION THAT ENDS SMOKING.

www.youtube.com/truthorange

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Take Action at www.thetruth.com

Break the Internet

@truthorange

#FinishIt

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www.toolkit.legacyforhealth.org

Toolkit2015

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Adult Resources

Activist Resources

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Thank you