Enroll now: WCTOH Mass Media Workshop ­

How to develop and implement an effective tobacco control mass media campaign

World Conference on Tobacco OR Health, Singapore
19 March, 2012
9am-5pm          

Attendance is limited, register today.

Objectives

The workshop will draw heavily on the expertise of campaign practitioners and researchers from around the world. It will utilise the latest evidence and experience to give participants practical guidance on developing effective tobacco control mass media campaigns. The focus will be on development of paid media options and will also include how to use new technologies that facilitate mass media communications.

Anti-tobacco campaign case studies and practical exercises will illustrate the key components of developing and implementing media campaigns. Participants will walk away with skills, templates and tools to implement within their programs. These tools include: campaign planning documents, research briefs, creative briefs and media buying briefs.

Expected Outcome Achieve a thorough understanding of the evidence base for mass media campaigns and the tools develop media campaigns that are effective. Learn to navigate the media landscape as well as tips on getting the most out of external suppliers such as advertising, media and research agencies. Effectively use organizational and media promotional tools to implement communication campaigns to support tobacco control policies.

Target Audience

Tobacco control experts involved in public education, awareness programs, strategic communications and the research and development of communication campaigns. The learnings from the workshop will be valuable for those responsible for motivating and promoting cessation, implementing demand reduction strategies and smokefree environments.

Workshop Outline

09:00 – 09:15
Welcome, Introductions and workshop overview

09:15 – 09:35
The role of communication in a comprehensive strategy to reduce tobacco use

09:35 – 10:00
Developing a Campaign Strategy - Part 1
Key principles for developing media campaigns

10:00 – 10:20
BREAK

10:20 – 11:20
Exploratory Research (finding the right message)
Part 1: Working with Research Agencies
Part 2: The role and importance market research in developing media campaigns. Tool: Discussion guide examples

11:20 – 12:30
Developing a Campaign Strategy - Part 2
Practical Exercise: Participants use template to do rough outline of their own campaign strategy based on their key message.

12:30 – 13:00
How to Get Effective Campaigns out of an Advertising Agency
Tips and examples - working with creative agencies
Practical exercise – Developing a creative brief

13:00 – 13:45
LUNCH

13:45 – 15:00
Concept testing (getting the message right)
- rating exercise and focus group discussion using campaign concepts
- panel discussion on outcomes, how to interpret and use for refining concepts.

15:00 – 15:15
BREAK

15:15 – 16:15
Getting your campaign seen by your target audience
Working with Media Strategist and Planners

Case Study: Vietnam media campaign

Using new media options such as Twitter and YouTube – what can they deliver and how to access them

16:15 – 16:25
Adapting ads
Case Study

16:25 – 16:30
Campaign development resources

16:30
Close