Create Your Own Campaign
As part of larger programs, mass media campaigns have proven to be an effective tool in reducing tobacco use.
Creating your own campaign from scratch can be difficult and costly, but there's a lot of existing material that can be very helpful. The resources found here include clearinghouse mass media material from around the world, photo banks , and evaluations of international mass media campaigns. We've also included statistics, quotes, facts and figures relating to tobacco and smoking.
Campaigns
Inspiration for creating a compelling media campaign can come from many places. One way is to review what others are doing and profit from their experience. Each of these sites should include the media campaign that is currently or has recently run in these areas.
Canada
Health Canada
- Health Canada 's Office of Mass Media develops mass media campaigns to support the objectives of the Tobacco Control Programme.
 British Columbia
- "Do You See A Difference" produced by students at Timberline Secondary School (Campbell River, B.C.) was voted the winner of the second annual "Smoke, Lies and Videotape" Contest.
- Tobacco Facts is a resource for youth which includes Gasp magazine, an extensive facts section and a teachers' guide.
Quebec
- The Quebec Council on Tobacco and Health provides information on cessation and prevention initiatives including youth campaigns. La gang allumée pour une vie sans fumée (Youth Coalition Against Smoking), created in 1995, brings together smokers and non-smokers 12 to 18 years old to promote smoking prevention and reduction in more than 300 schools and Quebec youth centres. A number of its publications are available to the public. (These are French language sites.)
United States
American Legacy Foundation
- American Legacy Foundation is a national public health foundation established by the 1998 tobacco settlement. Legacy is dedicated to reducing tobacco use in the United States with major initiatives reaching youth, women, and priority populations.
TobaccoScam
- A site encouraging the hospitality industry to go smokefree. This project, led by Dr Stanton A Glantz, has produced several print ads that have run in a variety of publications.
Arizona
- This state's Tobacco Education and Prevention Program uses public outreach material such as radio ads, TV commercials, posters, billboards, theatre hall slides and merchandising items to create awareness for the Arizona Smokers' Helpline.
California
- Using hard-hitting paid advertising and public service announcements with thought-provoking messages, this campaign effectively communicates the dangers of tobacco use including second-hand smoke.
Florida
- The Truth -- "A site that gives teens the truth about smoking and the actions of the 'tobacco industry', encouraging visitors to develop their own conclusions and opinions about tobacco -- and then to share those opinions with others." Includes print, radio, Web and TV work.
Kansas
- Organization working "to inform teens of big tobacco manipulation and further the TASK mission of reducing teen smoking in Kansas " -- includes TV, radio and newspaper ads.
Illinois
- Using TV, music CDs, posters and mobile advertising, "REALITY Illinois is an in-your-face, stand-up-and-shout, not-taking-it-anymore anti-tobacco movement created by and for Illinois teens."
Indiana
- The White Lies campaign using TV, print and outdoor to expose "lies and manipulation" by the "tobacco industry".
Iowa
- The Just Eliminate Lies galleries featuring a collection of mass media products developed by youth "... fighting the 'tobacco industry's' corrupt efforts to manipulate us into using their addictive, deadly product."
Massachusetts
- The hard-hitting Get Outraged campaign primarily using television.
Minnesota
- The Target Market campaign was developed to "give Minnesota teenagers the true, unfiltered facts about the 'Tobacco Industry'."
Mississippi
- Music, clothing, TV ads and advocacy tools.
Ohio
- Four-year campaign designed to reach youth, adults and minority populations through radio, TV and community outreach.
Oregon
Rhode Island
Washington
- The state of Washington's media campaign includes advertising on television, radio, billboards, and transit, as well as in malls, theatres, video rental stores, and on the Internet.
The World
France
Australia
- Smokescreen offers TV and radio ads as well as a screen-saver and e-card.
Best Practices / Evaluation
The World Health Organization and the US Centres for Disease Control jointly sponsored a comprehensive review of tobacco control mass media campaigns from around the world. "Smoking Cessation Media Campaigns from Around the World: Recommendations from Lessons Learned" provides valuable lessons as to what works and, equally important, what hasn't worked to date. Accompanying video tapes, including all the campaigns discussed in these reports, can be ordered from the CDC (ordering information is included in the report).
Clearinghouses
A clearinghouse often offers developed material in small or large quantities, free or for nominal charges. Normally this material is printed with the name of the sponsoring organization and cannot be "personalized". Some clearinghouses may not offer their material outside of their jurisdiction at all -- but you can often view it online and gain valuable insights into what might work best for your campaign.
CDC Media Campaign Resource Centre
The Centre for Disease Control offers a Media Campaign Resource Centre filled with well-produced, award-winning tobacco control material. There are hundreds of media components available that date back to the early '90s and are available at minimal charge or no charge. Their online catalogue is a searchable database containing information on the entire collection. Information provided in this catalogue includes ad themes, target audiences, key messages, languages, and other background about the ads.
Other clearinghouses
Information Resources
What's in tobacco smoke?
The actual ingredients found in tobacco smoke, such as carbon monoxide, formaldehyde and benzene, can shock both smokers and non-smokers. Communicating these ingredients and then relating them to deadly products that also contain the same ingredient can be the focus of very compelling communication material.
Photo banks
Graphic images of the damage tobacco causes can be an effective communications tool in the fight against tobacco use. These image banks feature unaltered photos of actual patients. The pictures can be licensed by governments, NGOs and non-profit organizations for a small fee charged by the owner of the image. If you are interested in including one of these images in your campaign material, contact the owners.
 
 
Archives of industry advertising
A fascinating glimpse at how the industry has promoted their products.
Imagine if tobacco advertising told the truth
Sometimes in the creative process, it's a good idea to turn the whole thing upside-down to get your creative juices flowing. Imagine taking a product with such horrid consequences as lung cancer, gangrene, heart disease, impotence and cataracts and then spinning it into something with that screams "macho man". These sites tell a more honest story of the actual products and what will happen if you use them.
- " BADvertising", an honest approach to tobacco advertising
- Adbusters, based in Vancouver , BC , takes on industry ads for a more realistic view of the effects of their products
- Australia 's Tobacco Control Supersite picture gallery of posters uncovers the real stories behind tobacco advertising
Tobacco facts, figures and quotes
Globalink's Tobacco Reference Guide ( USA ) contains thousands of facts, figures and quotes sorted into categories and thoroughly sourced.
General information
These sites contain a great deal of material that can educate and inspire when developing a mass media campaign of your own:
Please note: Links to Web sites not under the control of the Government of Canada (GoC) are provided solely for the convenience of users. The GoC is not responsible for the accuracy, currency or the reliability of the content. The GoC does not offer any guarantee in that regard and is not responsible for the information found through these links, nor does it endorse the sites and their content. Users should be aware that information offered by non-GoC sites that are not subject to the Official Languages Act may be available only in the language(s) used by the sites in question.
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