CJRW’s Stamp out Smoking team received eight “Excellence in Public Health Communications” awards from the National Public Health Information Coalition (NPHIC) for materials developed for the Arkansas Tobacco Prevention and Cessation Program. These honors were bestowed during the 2014 National Conference on Health Communication, Marketing, and Media recently held in Atlanta.
Stamp Out Smoking materials were recognized for outstanding public relations tactics, creative materials, paid media campaigns, website development, editorial writing, and social media efforts. These programs were given the “stamp of approval” by public health professionals.
One gold medal-winning effort was a special “takeover” of the print and website versions of the Arkansas Times. In 2013, tobacco companies placed multiple full-page ads in numerous publications throughout Arkansas, including the Arkansas Times, which reaches over 25 percent of the adults in central Arkansas. In direct response to the tobacco ads, leaders of the Arkansas Tobacco Prevention and Cessation Program asked the CJRW team to develop a creative and paid media campaign to counter the “Big Tobacco” efforts.
The goal of the takeover was to directly counter all advertising placed by the tobacco industry and to build awareness of the Tobacco Quitline. The "Takeover" of the Arkansas Times resulted in 197,299 total impressions and a 21.5 percent increase in calls to the Quitline over the previous week. The best day for Quitline call volume was August 14, with 50 calls (this was the day Arkansas Times print edition was distributed).
To learn more about this specific effort and to see all of the award-winning Stamp Out Smoking work, simply check out the links below:
• “Pack of Lies” Outdoor Advertising (Poster/Billboards – Print Category)
The goal of the counter marketing “Pack of Lies” campaign was to directly counter advertising developed by the tobacco industry by mirroring the marketing tactics they use to attract tobacco users. The “Pack of Lies” campaign featured print, billboards, interior bus, exterior bus, and online banner ads that closely resembled tobacco industry ads, but upon closer inspection, featured the “Pack of Lies” logo and a fact about the dangers of tobacco use or harmful ingredients found in tobacco products.
Secondary to educating individuals, the goal of the counter marketing campaign was to promote cessation and drive calls to the Arkansas Tobacco Quitline; therefore, the number for the Quitline and call to action (call 1-800-QUIT-NOW) were included on all materials. The campaign resulted in an increase in calls to the Quitline and more 1.5 million impressions.
• Stamp Out Smoking E-blasts Campaign (Newsletter – Print Category)
The goals for the World No Tobacco Day E-Newsletter were to supply a targeted group of Arkansas coalition and grantee members with the appropriate resources to support their efforts in the field, and continue to educate Arkansans about the need for cessation and the importance of remaining tobacco-free. Close to 200 recipients opened the e-newsletter, 50 accessed the suggested resources, and 45 downloaded the developed materials for use through social media.
• Stamp Out Smoking Arkansas Times Takeover (Print/Graphic Specialty Projects – Print Category)
* See the full explanation earlier in this post.
• Smoking for Two Editorial (Op/Ed – Media Relations Category)
This editorial was part of the overall Arkansas Times print and online takeover. It was published during the week of August 14. The key messages were that tobacco use during pregnancy may result in major health risks and side effects for mother and baby, and that the risks and challenges caused from smoking extend beyond pregnancy.