Appendices 343 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 2.1: Counter-Marketing Planning Worksheet
 


This worksheet should be used as a guide. Don’t worry about filling in each item in this exact order. Developing 

a counter-marketing plan is an iterative process; you’ll revise and improve on each step as your campaign progresses. The most important thing is that you think through each step and that every activity moves you closer to 

your goal. Before you complete this worksheet, it would be helpful to review Chapter 2: Planning Your CounterMarketing Program and other relevant information in this manual. The Counter-Marketing Planning Worksheet 

Guidelines on the following pages provide a quick reference to use in completing the worksheet. 

Tobacco Control Goal: 

Problem Statement and Background: 

Target Audience(s): 

Counter-Marketing Program Objective(s): 

Strategy Statement: 

Activities and Channels: 

Opportunities for Collaboration: 

Evaluation Plan: 

Tasks and Timeline: 

Budget and Resources: 
344 Appendices 

Counter-Marketing Planning Worksheet Guidelines 

Tobacco Control Goal 

•	 	 Base your goal(s) on research, the state’s assessment, or both. 

•	 	 Complete a separate Counter-Marketing Planning Worksheet for each goal, because you need a 

separate plan for each goal you’re addressing. Make sure overlapping areas are consistent and 

complementary. 

Problem Statement and Background 

•	 	 Describe the problem you’re addressing. Specify the group(s) affected, how it is affected, and the 

severity of the problem. Give supporting epidemiologic data from current research and scientific 

literature. 

•	 	 Identify who might be able to positively influence this situation or the affected group(s). 

•	 	 Explain why your agency is addressing the problem. 

•	 	 Assess and list your program’s strengths, weaknesses, opportunities, and threats (SWOTs); its assets 

and resources; links to or influence with the target audience(s); current activities; and gaps and 

barriers to achieving the needed change. 

•	 	 Review relevant theories and models. 

Target Audience(s) 

•	 	 Define the group(s) you want to reach, the desired results, and how you’ll measure those results. 

•	 	 Select target audience(s). Decide which audience segments represent the highest priority for reaching your goal. Consider which audience segments are affected disproportionately by tobacco-related 

health problem(s), which segments can be most easily reached and influenced, and which are large 

enough to justify intervention. 

•	 	 Describe each group you plan to reach with your campaign. Detail any knowledge you have about 

how each group is affected, as well as gaps in knowledge to be addressed through market research 

or other research. Include demographics, cultural and lifestyle characteristics, media preferences 

(channels, message appeals, activities, and types of involvement in the issue), and other traits that 

will help you understand how best to reach each group, as well as related feelings, attitudes, knowledge, and behaviors. 

•	 	 Determine which secondary audience(s) can influence the behavior of your primary audience(s). 
Appendices 345 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Counter-Marketing Program Objective(s) 

•	 	 Set objectives that reflect the desired results of counter-marketing efforts within the given time frame 

and resources, and within the context of a comprehensive tobacco control program. 

•	 	 Write objectives that are SMART (specific, measurable, achievable, relevant, and time-bound). 

Strategy Statement 

•	 	 To develop a strategy is usually an iterative process; as you learn more about one element, other 

elements may need to be adjusted. 

•	 	 Write a strategy statement for each target audience that includes: 

– Description of the target audience 

– Description of the action you want the audience to take as a result of exposure to 


your program, as specified in the objectives 


– List of obstacles to taking the action 

– Description of audience’s perceived benefit of taking the action 

– Explanation of why the benefit, and the audience’s ability to attain it, will be 
 


credible and meaningful to the audience
 


– List of potential channels and activities that will reach audience members 

– Description of image, tone, look, and feel of messages and materials most likely to reach the target 

audience 

Activities and Channels 

•	 	 Assess the current media environment related to your goal, and decide which counter-marketing 

approach(es) to use, such as advertising, public relations, media advocacy, grassroots marketing, 

and media literacy training. 

•	 	 Determine for each target audience which approaches (or combination of approaches) best address 

the problem and your program objectives. 

•	 	 Ask what is the best way to reach each target audience. Select channels and activities that fit your 

target, budget, time constraints, and resources. Consider the attributes and limitations of each type 

of channel. 
346 Appendices 

Opportunities for Collaboration 

•	 	 Determine whether you want to recruit partners for collaboration, and consider how many partners 

would be optimal. 

•	 	 Identify organizations that have similar goals and are willing to work with you. 

•	 	 Be strategic in selecting organizations as partners. Consider which community-based organizations 

and businesses may help you achieve your goal by providing: 

– Access to a target audience 

– Enhanced credibility for your message or program, if the target audience considers the organization to be a trusted source 

– Additional resources, either financial or in-kind 

– Added expertise 

– Cosponsorship of events 

•	 	 Consider the requirements for collaboration with each partner, including time for additional approvals, 

minor or major changes in the program to match each partner’s needs and priorities, and how these 

requirements fit with the direction and procedures of your organization. 

Evaluation Plan 

•	 	 Develop plans for formative research and evaluation, process evaluation, and outcome evaluation. 

•	 	 Base the design of your evaluation plan on the objectives of the counter-marketing program. 

Determine the most important questions for the evaluation, the information you’ll need now and in 

the future, how you’ll gather the information, and how you’ll analyze it to determine whether you’ve 

met your objectives. 

•	 	 Identify evaluation experts, either internal or external to your agency, who will work with you 

throughout the design and implementation of your program to develop plans for the various types 

of evaluation. 

•	 	 Perform formative research (research on the target audience before you develop the countermarketing campaign) to help you gain valuable insights that will guide the development of your 

message and materials, as well as the channels of delivery. 

•	 	 Conduct formative evaluation (research conducted during the development of your program to 

pretest and pilot test your interventions, messages, and programs) to determine (1) whether the 
Appendices 347 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

materials you are developing effectively communicate what you intended, and (2) how the target 

audience will be influenced by your materials. 

•	 	 Perform process evaluation to determine whether your program was implemented as planned. It can 

answer questions such as: 

– Did partners contribute as expected? Why or why not? 

– Did you have the right amount of resources? 

– Did you schedule enough time for campaign development and implementation? 

– Was your issue covered by the news media your target audience sees or reads? 

– Was your issue covered by the media in the way you had hoped? Was your approach to framing 

the messages reflected in the media coverage? 

– Have you become a source for journalists covering this issue? 

•	 	 Conduct outcome evaluation to help you answer the following important questions: 

– Did your counter-marketing program achieve the outcomes you expected? 

– Did you build awareness of the ads you ran? Of the program elements? 

– Did the audience recall the campaign’s main messages? 

– Did the audience increase its knowledge as desired/intended? 

– Did the audience change beliefs and attitudes as desired? 

– Did the audience change its behaviors? 

– What did the target audience think of your campaign? Did members become involved in 

the program? 

– Did a policy (e.g., clean indoor air ordinance or tax increase) change as desired? 

Tasks and Timeline 

•	 	 List all activities that need to occur before, during, and after implementation of your counter-


marketing program. 


•	 	 Identify major milestones, such as launch and start dates for specific activities. 
348 Appendices 

•	 	 Include smaller tasks to be accomplished from the time you write the plan until the time you intend 

to complete the program evaluation. By building these tasks into the timeline, you’ll be more likely to 

remember to assign the work and stay on schedule. 

•	 	 Review and update your task list and timeline regularly. It is a flexible management tool that can help 

you track your progress. 

Budget and Resources 

•	 	 List all anticipated expenses, including staff time and other resources. 

•	 	 Include all budget and resources available (staff, in-kind, internal, and external). 

•	 	 Assess the financial and human resources available to help you anticipate funding needs, thoroughly 

plan your campaign to fit your budget, and make optimal use of all available resources. 

•	 	 Recall that if your plan calls for efforts to lobby for a particular bill, you’ll need to use funding not 

provided by the Centers for Disease Control and Prevention. 
Appendices 349 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 3.1: Sample Recruitment Screener for 
 


Intercept Interviews on Smoking Cessation
 


(Interviewer instructions are in italics.) 

Good morning/afternoon, my name is ______, from _____Market Research Firm, an independent market 

research agency. Today, we’re conducting a survey in this area among people between 25 and 49 years old. Do 

you fit into that age group? 

Yes ❑ (Continue.)
 


No ❑ (Thank and terminate interview.)
 


1. First, can I ask, do you or does anyone in your family work in any of the following areas? (Show card A with 

the following items written on it.) 

Market research ❑ 1
 


Advertising or Marketing ❑ 2
 


Media ❑ 3
 


Public relations ❑ 4
 


Auto industry ❑ 5
 


Manufacture/distribution ❑ 6
 


of tobacco products 

(If answer is “yes” for any of these areas, except auto industry, thank and terminate interview. If answer is "no" for 

any of these areas, continue.) 

2. Do you currently smoke cigarettes? 

Yes ❑ 1 (Continue.)


No ❑ 2 (Thank and terminate interview.)
 


3. Since you started smoking, would you say you have smoked more than 100 cigarettes? 

Yes ❑ 1 (Continue.)
 


No ❑ 2 (Thank and terminate interview.)
 

350 Appendices 

4. Please tell me how much you agree with the following statement: 

“I want to stop smoking within the next 6 months.” 

(Show card B with the statements below written on it.) 

Strongly agree ❑ 1 (Continue.) 

Slightly agree ❑ 2 (Continue.) 

Neither agree nor disagree ❑ 3 (Thank and terminate interview.) 

Slightly disagree ❑ 4 (Thank and terminate interview.) 

Strongly disagree ❑ 5 (Thank and terminate interview.) 

5. Could you spare some time to come into the hall to answer some further questions? 

(If respondents need reading glasses, check whether they have their glasses with them.) 

Yes ❑ 1 (Continue.)
 


No ❑ 2 (Thank and terminate interview.)
 


(Check quotas to see whether the client has requested that there be minimum numbers of participants 

with certain demographics.) 

6. Do you have a telephone at home or work or a cell phone where you can be reached? 

Yes ❑ 1 (Continue.)
 


No ❑ 2 (Conduct 20-minute interview.)
 


7. Would you be available to take part in a further short telephone interview within the next 3 or 4 days? 

Yes ❑ 1 (Conduct 10-minute interview.) 

No ❑ 2 (Conduct 20-minute interview.) 
Appendices 351 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 3.2: Sample Recruitment Screener for 

Individual Interviews To Test Advertisements and Ad Concepts 

(Instructions for interviewer are in italics.) 

Client: ______________________________________ 

Hello. My name is _________________, and I’m calling on behalf of _________________ (market research company) in ____________ (city). We’re conducting a very brief public opinion survey. If you complete the study 

and meet the appropriate criteria, you’ll be invited to participate in a discussion about advertising in 

______________ (location) on _________ (date). May we ask you a few questions? 

(Don’t ask but do record gender. Attempt to recruit 50% males and 50% females.) 

____ Male ____ Female 

1. Do you or anyone in your household work for any of the following types of companies: marketing, market 

ing research, public relations, advertising, or a tobacco company or any of its affiliates? 

____ Yes (Thank and terminate interview.) 

____ No (Continue interview.) 

2. In which of the following age groups are you? (Attempt to achieve a good mix of ages.) 

____ Younger than 25 years old (Thank and terminate interview.)
 


____ 25–30 years old
 


____ 31–39 years old
 


____ 40–50 years old
 


____ Older than 50 years old (Thank and terminate interview.)
 


3. Have you participated in a market research discussion group of any kind in the last 3 months? 

____ Yes (Thank and terminate the interview.)
 


____ No (Continue.)
 

352 Appendices 

4. So that we can be sure that all backgrounds are represented in our study, please tell me your race or ethnic 

background. Are you .... ? 

____ Caucasian/white
 


____ African American/black
 


____ Hispanic/Latino
 


____ Asian 
 


____ Other
 


(Recruit two or three individuals per minority group.) 

5. Have you smoked more than 100 cigarettes in your life? 

____ Yes (Continue.)
 


____ No (Thank and terminate the interview.)
 


6. Do you currently smoke? 

____ Yes (Continue.)
 


____ No (Thank and terminate the interview.)
 


7. Do you plan to quit smoking in the next 3 months? 

____ Yes (Continue.)
 


____ No (Thank and terminate the interview.)
 


We are holding a discussion on _________ (date) at _____________ (location). Light refreshments will be served, 

and you’ll receive $40 (regular interviews) or $60 (floaters). (Floaters are individuals who will be recruited for a 

longer period of time and will be interviewed if someone scheduled for a regular slot does not show up.) 

The topics for the focus group will be advertising and smoking. 

Will you be able to join us? 

____ Yes (Continue.)
 


____No (Thank and terminate the interview.)
 


Great. Now I just need to record some information, so we can mail you a confirmation letter and directions. 

We’ll call you the day before to confirm your attendance. 

(Fill out all information on the next page.) 
Appendices 353 

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Recruitment Interview Summary 
 

45-minute interview 

$40 for regular times; $60 for floaters (Floaters are individuals who will be recruited for a longer period of time 

and might be interviewed if someone scheduled for a regular slot does not show up. Recruiter will ask people 

their availability and assign them to a specific time slot. Individuals who are available for longer periods of time 

are typically assigned as floaters.) 

(Circle time for which participant is available and scheduled.) 

Regular times: 1:00 p.m., 1:45 p.m., 2:30 p.m., 3:15 p.m., 4:00 p.m., 4:45 p.m., 5:30 p.m., 6:15 p.m., 7:00 p.m., 

7:45 p.m., 8:30 p.m.
 


Floater times: 1:45–3:15 p.m., 4:00–5:30 p.m., 7:00–8:30 p.m.
 


Name __________________________________________Date of birth ________________
 


Address ____________________________________________________________________
 


City ______________________________________ State______________ ZIP __________
 


Telephone numbers:
 


Home __________________________________________
 


Work __________________________________________
 


Cell ____________________________________________
 


Fax number ____________________________________
 


(Ask and record responses to the following questions after the screening interview is completed:) 

When you come to the discussion, please bring a driver’s license or other picture identification with your birth 

date for registration. 

If you have any questions or need to reschedule your interview time, you may call ___________ (market 

research company) at (xxx-xxx-xxxx). 

Someone from _________________ (market research company) will call you the day before the discussion in 

order to confirm and remind you of the time. 

First name and initial of last name of phone interviewer _____________________________ 
354 Appendices 

Appendix 3.3: Moderator’s Guide for Focus Groups With Smokers 

(Instructions for interviewer are in italics.) 

Objectives for Focus Groups 

This discussion guide was developed to achieve several objectives: 

1. To identify potential benefits and barriers for calling a “quitline” or visiting a quitting Web site. 

2. To determine which logo design most clearly conveys the purpose of the quitline and which logo elements 

will be most effective in getting smokers to call the quitline, to visit the Web site, or both. 

3. To determine which TV and radio spots are most likely to move the target audience to take action by calling 

the quitline, visiting the Web site, or both. 

Focus Group Discussion
 


Moderator’s Guide
 


1. Warm-up, Explanations, and Introductions 

Introduction and purpose 

Welcome. My name is ______, and I’ll be facilitating our discussion tonight. 

Thanks for joining us. We do appreciate the fact that you’re taking time from your 

day to provide us with your opinions. 

What we are doing tonight is called a focus group. It’s a way for us to get your opinions, much like a survey, but it’s done as a group discussion rather than a lot of 

yes/no questions. 

There are no right or wrong answers, and it’s important that I hear what everyone 

thinks. All of your comments––both positive and negative––are important, so please 

speak up, even if you disagree with someone else. 
Appendices 355 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Procedure 

Our discussion tonight will be videotaped and audiotaped so I don’t lose any of 

your comments. We’ll use the tapes to write a report summarizing what was said. 

The report won’t identify any of you by name. 

Behind me is a one-way mirror. Some people who are interested in what you have 

to say will be sitting behind the glass on and off during our discussion. They aren’t 

in the same room with us, because they can be distracting. 

This is a group discussion, so please don’t wait for me to call on you, but please 

speak one at a time, so the recorder can pick up everything. It’s also helpful if we 

give everyone in the group a chance to voice an opinion. 

We do have many topics to discuss in a very limited amount of time, so at times I 

may change the subject or move on, to keep us on schedule. I’ll try to come back to 

earlier points at the end of our session if there’s time. 

Self-introductions 

Let’s do a quick round of introductions. Just tell us your first name and your 

occupation. 

2. General Information Discussion 

Overview of discussion 

Tonight, we’re going to talk a bit about smoking. Everyone here smokes, at least 

some of the time. All of you have said you want to quit. I’d like to start by asking 

about that. 

Can you tell me what good things might happen if you quit? 

(Probe for potential benefits.) 

I know most people here think it would be a good idea to stop smoking, but even 

things we want to do sometimes have a downside. Can you tell me what bad things 

might happen if you quit? 

(Probe for unwanted consequences of quitting [e.g., more difficulty fitting in socially].) 
356 Appendices 

What makes it hard to quit? 

(Probe for barriers.) 

Who do you think would approve if you stopped smoking?
 


Who might disapprove?
 


When you think about quitting, whose opinion do you respect? 
 


(Probe for trusted sources.) 

Has anyone ever heard about a hotline or resource number to help you stop smok­
 


ing? What have you heard? Has anyone ever called this type of number?
 


For those of you who haven’t called, why not?
 


For those of you who have called, how did it work for you?
 


If there were a hotline like this available where you live, would you use it? Why or
 


why not?
 


What would make it easier to use the number?
 


What makes it hard to use a hotline like that?
 


Has anyone ever visited a Web site to help you quit smoking or to find out more
 


about it? 
 


(Use follow-up questions similar to the previous five questions.) 

Where would you expect to see or hear information about a hotline or Web site 

designed to help people quit smoking? 

What would be the best way to hear about such a hotline or Web site? Why? 

3. Test of Television and Radio Ads 

Overview of TV testing 

We’d like to show you several TV commercials on this subject. I’m going to begin by 

showing you a set of three commercials. I’m most interested in whether any of 

these ads might move you to call—or at least think about calling—a smoking cessation line, or visit a quitting Web site. 

To record your individual opinions, we’ve provided you with a reaction sheet. 

Please mark your opinions individually either during the spots or immediately after 
Appendices 357 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

you see them. We’ll collect the sheets after we’ve completed this exercise. 

(Distribute sheets, cue VCR, and run first set of spots.) 

I’m now going to give you a moment to fill out your handouts. Then we’re going to 

watch another set of three commercials. 

(Allow time [a few minutes maximum] for individual responses to be completed.) 

Now we’re going to watch another set of three commercials. Once again, I’m most 

interested in whether any of these ads might move you to call—or at least think 

about calling—a smoking cessation line. 

(Distribute sheets, cue VCR, and run second set of spots.) 

Discussion of TV ads 

Please take a moment to record your thoughts and pass your sheets to the front.
 


Now I’d like to hear your feedback.
 


Which spots would be the most likely to catch your attention? Why?
 


Which spots did you like the best? Why?
 


Was there anything in any of the spots that upset you?
 


(Probe for reasons and implications.) 

Overview of radio testing 

I’d like to have you listen to several radio spots about smoking health, smoking 

cessation, or both. Each of the radio spots is 60 seconds long, and we’ll be playing a 

total of six spots for you to review. As with the TV ads, we’re most interested in hearing your feedback as to which spot or spots do the best job of motivating you to call 

the quitline or visit the quitting Web site. 

Again, we’d like you to record your individual opinions on the sheet we’re distributing and then we’ll have a group discussion once the tape is finished playing. 

(Distribute sheets, cue tape, and run compilation tape.) 
358 Appendices 

Discussion of radio ads 

Please take a minute to record your individual thoughts on the radio spots, and 

pass the sheets to the front. Now I’d like to hear your feedback as to which spot or 

spots would make you call the quitline or visit the Web site. 

(Probe as to why and why not.) 

4. Testing of Logos 

Overview of logo testing 

We’d also like to get your opinions on several logo designs that are being considered. The final logo will appear on materials related to the quitline, for instance, at 

the end of a TV spot, on an outdoor billboard, or on a poster or handout in a physician’s office. 

Please keep in mind that we want your feedback on which logo or logos most clearly convey what the quitline is about. As we did with the TV and radio ads, we’ll be 

handing out a sheet to each of you. Please record your opinions, and pass your 

sheets to the front. Then we’ll discuss your thoughts as a group. 

Logo presentation and discussion 

(Distribute sheets, present four logos, and pass around logos, display, or both for participants to review. Collect sheets.) 

Which logo or logos did you like the most? 

Why? 

Which logo or logos did you like the least? 

Why? 

5. Wrap-up 

Thank you very much for participating tonight. I’m going to see if my colleagues 

have anything else they’d like to ask. 
Appendices 359 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

(Check with staff behind the mirror if time allows.) 

Thanks for sharing your opinions and your time with us tonight. This session has 

been extremely helpful. As you walk out, a staff member will hand you reimbursement for your time tonight. She’ll also ask you to sign a form acknowledging your 

receipt of the compensation for this evening 

Thanks again and have a good night. 
360 Appendices 

Appendix 3.4: Sample Moderator’s Guide for
 


Focus Groups To Test Advertisements With Youth
 


(Instructions for moderator are in italics.) 

1. Welcome and Ground Rules (5 minutes) 

■	 	 There are no right or wrong answers. Give honest opinions. You’re not here to decide what’s good or bad. 

■	 	 Everything said in the room will be confidential—only the people working on this project will know 

what you said, not other people in your life, such as your parents or teachers. 

■	 	 We are videotaping and audiotaping all of the discussions that we are doing simply so that I don’t have 

to take a lot of notes during this session. In addition, there may be some people interested in observing 

the discussion and they are seated behind that window so that they don’t disturb our discussion. 

2. Introductions and Warm-up (5 minutes) 

■	 	 Give name, age, and grade in school. 

■	 	 What are your favorite commercials, and why? 

(Write on a flip chart. This is just an icebreaker to get respondents to think about advertising.) 

3. Tobacco Knowledge (10 minutes) 

(Explain that the purpose of this research is to better understand teens and their attitudes toward and use of 

tobacco. Assure respondents that they won’t be judged in any way.) 

■	 	 What are some of the reasons people begin to smoke cigarettes? (Write on a flip chart.) 

■	 	 What are some of the reasons people continue to smoke cigarettes? (Write on a flip chart.) 

■	 	 What are some of the reasons, if any, people shouldn’t use tobacco? What else? What else? (Write on a 

flip chart.) 

■	 	 Where did you learn about this? (Probe for any awareness of specific advertising, media vehicles [e.g., TV, 

radio, magazines, billboards, Internet], or local antitobacco programs.) 
Appendices 361 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

■	 	 For community and school programs: What sort of programs have you heard of or participated in at 


school or in your town? 


■	 	 For advertising: Which of the specific ads do you remember? (Ask to describe in detail.) 

—What do you think they’re trying to get across in these commercials? 

—What do you think are the purposes of these commercials? 

4. Exposure to Ads (45 minutes) 

(Show the ads one at a time. Rotate the order of the ads for each new group to avoid first-position bias. After 

showing each ad, ask respondents to write the main message on notepads that they have been given, and how 

much the ad makes them “stop and think about not using tobacco.” Use a scale of 1 to 10. Explain that 1 means 

the ad doesn’t make them stop and think much about not using tobacco and 10 means it really does make them 

stop and think about not using tobacco. Carefully explain that we’re not as much interested in which ads are 

their favorites, but which ones are most likely to make them stop and think. Then for each ad ask the following 

questions before showing the next ad.) 

■	 	 What do you think was the most important thing they’re trying to tell you in this commercial? (Poll the 


respondents and lead a brief discussion.) 


■	 	 What rating did you give this ad on the “stop and think” scale, and why? (Ask respondents to explain their 


ratings.) 


■	 	 Who do you think made this commercial? 

(After they have discussed each ad, ask respondents as a group to decide where each ad should be placed on a 

wall scale. The wall scale is simply numbers from 1 to 10 written on individual pieces of paper attached to the 

wall in order. It gives participants a visual way to consider each ad and compare among the ads. Explain that 1 

means the ad doesn’t make them stop and think much about not using tobacco and 10 means it really does 

make them stop and think about not using tobacco. Write the name of each ad on an index card and attach each 

card to the wall scale in a place the respondents think is appropriate.) 

5. Wall Scale Reassessment (10 minutes) 

(After all of the index cards have been placed on the wall scale, ask respondents to reevaluate their placement of 

the ads on the wall scale, now that they’ve seen all the ads in comparison to each other. Make any necessary 

changes to the order of the ads on the wall scale. Probe for reasons behind changes.) 
362 Appendices 

6. Final Selection Among Ads (10 minutes) 

Of all these ads, which do you think would most get people your age to seriously consider not using tobacco? 

(Ask respondents to write the answer on their notepads, and then lead the group in a discussion.) 

7. Advice and Suggestions (5 minutes) 

Thinking about all the things we’ve discussed today, what are the three pieces of advice you would give to the 

people who create ads to encourage people your age not to use tobacco? (Ask respondents to write their 

answers on their notepads. Then lead a group discussion.) 

(Thank respondents, collect notepads from respondents, and conclude the session. Respondents will go the front 

desk to receive their incentives.) 
Appendices 363 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 3.5: Sample Self-Administered Form To Test Fact Sheets 

Pretest Questions 

As you probably are aware, [name of sponsoring organization] has recently launched its tobacco control program. One component of [sponsoring organization]’s campaign is the distribution of fact sheets that convey 

important information about issues related to tobacco use. It’s crucial that we test these fact sheets in order to 

ensure that we are communicating our key messages effectively. 

We appreciate your willingness to share your reactions to the attached fact sheet by reading it and answering a 

few questions. We don’t ask your name, and all information you provide will remain confidential. 

Because only a few individuals are being asked to help judge this material, your response is particularly valuable. 

Before you begin, please check the appropriate answers to these four questions. 

1. How much would you say you know about the [sponsoring organization]’s tobacco control program? 

Nothing ____ A little ____ Some ____ A lot ____ 

2. Is there anything you want to know about the program? 

Yes______ No_______ If yes, please specify. 

[Note: More questions about knowledge can be added here.] 

3a. Are you currently and actively involved in tobacco control and prevention? 

Yes______ No________ 

3b. Are any of your family members currently and actively involved in tobacco control and prevention? 

Yes______ No________ 

4. Are you a member of any group concerned about tobacco control and prevention? 

Yes______ No________ 

[Note: Insert page with fact sheet.] 

Please turn the page and read the fact sheet. 
364 Appendices 

Post-test Questions 

Now that you’ve finished reading the fact sheet, please answer the following questions. You may refer to the 

fact sheet as you consider your response. 

1. In your own words, what would you say is the purpose of the [sponsoring organization]’s 

tobacco control program? 

[Note: Additional questions about knowledge can be added here.] 

2. How much of the information in the fact sheet was new to you? 

Most ______ Some ______ None_______ 

3. Do you have questions about the [sponsoring organization]’s tobacco control program that weren’t 

answered in the fact sheet?
 


Yes_______ No________ 
 


If yes, please list:________________________________ 

4. Was there anything you particularly liked about the fact sheet? 

Yes_______ No_______ 

If yes, what?________________________________ 

5. Was there anything you particularly disliked or found confusing about the fact sheet? 

Yes______ No_________ 

If yes, what?________________________________ 

6. This fact sheet is most appropriate for (check all that apply): 

General Public______ 

College Graduates______ 

Health Professionals______ 

Policy Makers _____ 

Educators ______ 

Youth ________ 

Specific Populations (please list) _________
 


Other (please list) ___________
 

__________________________________________________________________________________________________ 

__________________________________________________________________________________________________ 

__________________________________________________________________________________________________ 

__________________________________________________________________________________________________ 

Appendices 365 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

7. Would you recommend the fact sheet to a friend or family member? 

Yes_______ No_______ 

Why or why not? 

8. The following phrases describe the fact sheet. Please circle the one choice on each line that most closely 

reflects your opinion. 

a. Very interesting Somewhat interesting Not at all interesting 

b. Very informative Somewhat informative Not informative 

c. Very accurate Partially accurate Inaccurate 

d. Very clear Somewhat clear Confusing 

e. Very useful Somewhat useful Not useful 

f. Unbiased Biased toward the tobacco industry Biased toward smoker 

g. Easy to read Understandable Hard to understand 

h. Complete Somewhat complete Incomplete 

9. Would you like to say anything else about the fact sheet? Please comment: 

Thank you very much for your help in reviewing this fact sheet. 

Please return this sheet by _____________ (date) to: 

[name] 

[fax #] 

[e-mail] 

If you have any questions, please contact: 

[name] 

[phone #] 

[e-mail] 
366 Appendices 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

Appendix 3.6: Sample Intercept Interview Questionnaire
 


Respondent number: ____________________________ 

(Instructions for interviewer are in italics.) 

Good morning/afternoon. My name is _____________. Thank you for agreeing to take part in this research. I 

am now going to show you a short video recording. When it has finished, I will ask you some questions about 

what you have just seen. 

(Play video of all five ads.) 

1. Thinking of the video you’ve just seen overall, which advertisement did you like the most? 

Ad A ❑ 1 

Ad B ❑ 2 

Ad C ❑ 3 

Ad D ❑ 4 

Ad E ❑ 5 

None ❑ 6 

1a. And why do you say that? 
___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

Appendices 367 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

2. And thinking of the video you’ve just seen overall, which ad did you like the least? 

Ad A ❑ 1 

Ad B ❑ 2 

Ad C ❑ 3 

Ad D ❑ 4 

Ad E ❑ 5 

None ❑ 6 

2a. And why do you say that? 

(Show only test ad again.) 

3. Now thinking specifically about this ad, could you tell me what you think the main message of this ad is? 

4. Again for this ad, could you tell me what you think its other messages are? Anything else? 
368 Appendices 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

5. What is there that you like about this advertisement? And what else? Is there anything else at all you like 

about this advertisement? 

6. What is there that you dislike about this advertisement? And what else? Is there anything else at all you dislike 

about this advertisement? 

7. I’m going to read out a number of statements about the advertisement that you just viewed. For each statement 

I’d like to know to what extent you agree or disagree with it, using the scale on this card. 

(Show card A on with scale responses.) 

Strongly Slightly Neither Slightly Strongly Don’t 

Agree Agree Agree nor Disagree Disagree Know 

Disagree 

a) This advertisement has a 

convincing message ❑ 1 ❑ 2 ❑ 3 ❑ 4 ❑ 5 ❑ 6 

b) This is an attentiongrabbing advertisement ❑ 1 ❑ 2 ❑ 3 ❑ 4 ❑ 5 ❑ 6 

c) The message of this 

advertisement is unclear ❑ 1 ❑ 2 ❑ 3 ❑ 4 ❑ 5 ❑ 6 
Appendices 369 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Strongly 

Agree 

Slightly 

Agree 

Neither 

Agree nor 

Disagree
 


Slightly 

Disagree 

Strongly 

Disagree 

Don’t
 


Know
 


d) This advertisement is 
 


similar to other stop smoking 
 


advertisements ❑ 1 ❑ 2 ❑ 3 ❑ 4 ❑ 5 ❑ 6
 


e) This advertisement has a
 


persuasive message ❑ 1 ❑ 2 ❑ 3 ❑ 4 ❑ 5 ❑ 6
 


f) This advertisement is
 


boring ❑ 1 ❑ 2 ❑ 3 ❑ 4 ❑ 5 ❑ 6
 


8. Can you tell me your overall opinion of this advertisement? (Read options.)
 


Excellent ❑ 1
 


Very Good ❑ 2
 


Good ❑ 3
 


Fair ❑ 4
 


Poor ❑ 5
 


9. If the ad provided a toll-free phone number, do you think you would call that number?
 


Yes ❑ 1
 


No ❑ 2
 


10. Overall, would this advertisement persuade you to try to quit smoking? 

Yes ❑ 1 (Ask question 11, then go to question 13.) 

No ❑ 2 (Ask question 11, then go to question 12.) 
370 Appendices 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

11. Why do you say that? 

12. (Only ask this question if respondent answered “no” to question 10.) What would you change about the 

advertisement to make it more persuasive for you to quit smoking? 

13. Have you ever tried to stop smoking before? 

Yes ❑ 1 (Go to question 14.) 

No ❑ 2 (Go to demographics questions.) 

14. How long ago did you last try to stop smoking? 

Within last 3 months ❑ 1 

Over 3 months to less than 6 months ❑ 2 

Over 6 months to less than 1 year ❑ 3 

Over 1 year to less than 2 years ❑ 4 

Over 2 years to less than 3 years ❑ 5 

Over 3 years ago ❑ 6 

Don’t know / Can’t remember ❑ 7 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

________________________________________________________________________________________________ 

________________________________________________________________________________________________ 

________________________________________________________________________________________________ 

Appendices 371 

15.	 	 What was your main reason for trying to quit smoking on this previous occasion?
 


New Year’s resolution ❑ 1
 


Health reasons ❑ 2
 


Pregnancy ❑ 3
 


On medical advice ❑ 4
 


Wanted to improve fitness ❑ 5
 


To save money/couldn’t afford it ❑ 6
 


Request from friend/member of family ❑ 7
 


Thought I could kick the habit ❑ 8
 


Other (please specify)	 	 ❑ 9
 


Finally, these are questions for statistical purposes only. 

A. In which age group do you fit? 

(Show card B with age categories listed.) 

25–29 ❑
1
 


30–34 ❑
2
 


35–39 ❑
3
 


40–44 ❑
4
 


45–49 ❑
5
 

372 Appendices 

B. How many people are there in your household, including yourself and children?
 

Two 
 ❑ 2
 

Three 
 ❑ 3
 

Four 
 ❑ 4
 

Five 
 ❑ 5
 

Six 
 ❑ 6
 

Seven and above 
 ❑ 7
 

One 
 ❑ 1
 

C. How many children under age 16 live in your household?
 

Two 
 ❑ 3
 

Three 
 ❑ 4
 

Four 
 ❑ 5
 

Five 
 ❑ 6
 

Six 
 ❑ 7
 

Seven and above 
 ❑ 8
 

D. And what are their ages? 
 

3 to 5 years 
 ❑ 2
 

Under 3 years 
 ❑ 1
 

6 to 8 years 
 ❑ 3
 

9 to 11 years 
 ❑ 4
 

12 to 15 years 
 ❑ 5
 

None 
 ❑ 1 (Go to question ‘E’)
 

One 
 ❑ 2
 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 373 

E. What is your employment status? 
 

Employed full-time ❑ 1 
 

Employed part-time ❑ 2 
 

Self-employed ❑ 3 
 

Student ❑ 4 
 

Homemaker ❑ 5 
 

Not employed ❑ 6 
 

F. What is the highest level of education of the primary wage earner? 
 

Primary school/none ❑ 1 
 

Secondary school ❑ 2 
 

High school ❑ 3 
 

College graduate ❑ 4 
 

Postgraduate degree ❑ 5 
 

Thank you very much for taking part in the survey. 

(Give respondent incentive.) 
374 Appendices 

Appendix 5.1: Examples of Inputs, Activities, Outputs,
 


and Outcomes for Counter-Marketing Programs
 


Inputs Activities Outputs Short-Term 

Outcomes 

Intermediate 

Outcomes 

Long-Term 

Outcomes 

Advertising 

• Funds for paid 

media 

• Advertising 

contractor 

• Advertising 

specialist on 

staff 

• Conduct situational analysis 

to select audiences 

• Develop a 

media plan 

• Conduct formative research to 

understand 

audiences 

• Design new ads 

or select existing ads and 

pretest 

Target audience is 

exposed to countermarketing message 

via: 

• Spots aired on 

TV and radio 

• Posters placed 

in stores and on 

buses 

Target audience is 

aware of ads, 

recalls specific 

messages, and has 

a positive reaction 

to the ads 

Target audience 

has changed attitudes, beliefs, 

behavioral intentions or intermediate behaviors. For 

example: 

• More parents 

believe secondhand smoke is 

harmful 

• More adults join 

smoking cessation programs 

Target audience 

has changed 

behavior. For 

example: 

• Fewer youth 

start smoking 

• Cessation rates 

are higher 

• Prevalence of 

tobacco use is 

reduced 

Public Relations (PR) 

• PR specialist on 

staff 

• PR contractor 

• Health department spokespeople 

• Identify stakeholders 

• Develop overall 

plan 

• Generate story 

ideas and articles 

• Plan and conduct 

press conferences 

• Contact media 

outlets 

• Develop and distribute newsletter 

• Provide 

spokesperson 

training to health 

department staff 

Target audiences 

are exposed to 

message via: 

• Scheduled press 

conferences 

• Articles in newspapers 

• Coverage on TV 

news 

• Distribution of 

newsletter 

Target population 

is aware of and 

understands message of stories 

Target population 

has changed attitudes, beliefs, 

behavioral intentions, and intermediate behaviors. 

For example: 

• More adults join 

cessation programs 

• More smokers 

believe the 

tobacco companies engineer 

cigarettes to 

make them more 

addictive 

Target population 

has changed 

behavior. For 

example: 

• Cessation rates 

are higher 

• Prevalence of 

tobacco use is 

reduced 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 375 

Appendix 5.1: Examples of Inputs, Activities, Outputs,
 


and Outcomes for Counter-Marketing Programs (cont.)
 


Inputs Activities Outputs Short-Term 

Outcomes 

Intermediate 

Outcomes 

Long-Term 

Outcomes 

Media Advocacy 

• Marketing staff 

time 

• Grants to 

communitybased 

organizations 

• Funds for 

community 

coalitions 

• Establish local 

and regional 

coalitions to 

work on 

adapting policies 

for smokefree 

environments 

• Develop plan for 

advocacy work 

• Develop news 

releases, stories, 

and strategy for 

pitching from 

policy perspective 

• Conduct meetings with policy 

makers to educate them about 

hazardous effects 

of secondhand 

smoke exposure 

and benefits of 

smoke-free 

policies 

• Provide 

spokesperson 

training to community members 

Policy makers and 

restaurant and 

business owners 

are exposed to 

messages (e.g., 

hazards of 

secondhand 

smoke and the 

role of smokefree 

policies in reducing exposure) via: 

• News releases 

• Stories 

• Meetings 

Policy makers and 

restaurant and 

business owners 

become more 

aware of the hazardous effects of 

secondhand smoke 

exposure 

Policy makers and 

restaurant and 

business owners 

change their attitudes, beliefs, and 

intermediate 

behaviors about 

smokefree policies: 

• More policy makers and restaurant 

and business 

owners believe 

that secondhand 

smoke kills 

• More restaurant 

owners believe 

business would 

not be hurt as a 

result of clean 

indoor air 

policy. 

• Restaurant owners voluntarily 

adopt smokefree 

policies 

• Policy makers 

enact smokefree 

policies 

Exposure to 

secondhand 

smoke is reduced 

Continues 
376 Appendices 

Appendix 5.1: Examples of Inputs, Activities, Outputs,
 


and Outcomes for Counter-Marketing Programs (cont.)
 


Inputs Activities Outputs Short-Term 

Outcomes 

Intermediate 

Outcomes 

Long-Term 

Outcomes 

Grassroots Marketing 

• Marketing staff 

time 

• Funds for 

contests, 

events, and 

activities 

• Existing and 

available 

materials 

• Identify whom to 

involve at low, 

medium, and 

high levels of 

engagement 

• Prepare brief to 

keep participants 

on strategy 

• Create means of 

communication 

(e.g., Web site or 

e-mail distribution 

list) for advocates 

• Build partnerships 

with key organizations 

• Organize college 

youth to collect 

data on advertising in stores 

Targeted partners 

are exposed 

through credible 

interpersonal 

channels: 

• On-campus 

distribution of 

leaflets giving 

study results 

• Youth who attend 

concerts sponsored by tobacco 

industry are 

exposed to “truth” 

campaign’s “Truth 

Truck” 

• Local physicians 

receive related 

messages via 

professional 

group’s newsletter 

Exposed youth and 

physicians have 

increased awareness of tobaccorelated issues 

• Youth have 

improved attitudes, 

beliefs, and intermediate 

behaviors (e.g., 

engaged youth 

convey message 

about industry’s 

deceptive practices to others) 

• Physicians talk to 

smokers about 

quitting and refer 

them to cessation 

programs 

• More smokers 

join cessation 

programs 

Target population 

has changed 

behavior. For 

example: 

• Fewer youth 

start smoking 

• Rates of successful smoking 

cessation are 

higher 

• Prevalence of 

smoking is 

reduced 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 377 

Inputs Activities Outputs Short-Term 

Outcomes 

Intermediate 

Outcomes 

Long-Term 

Outcomes 

Media Literacy 

• Marketing staff • Agree to hold • Middle school Program partici­ Program partici­ • Fewer youth start 

time workshops and and high school pants become pants develop criti­ smoking 

• Grant funding 

for workshops 

• Existing 

and available 

materials 

• Hold workshops 

and presentations 

at sites other than 

schools 

• Offer curricula in 

schools 

deliver curricula youth participate 

in media literacy 

curriculum 

• Youth groups 

participate in 

workshops and 

presentations 

aware of the role of 

media and the 

importance of 

managing and 

interpreting that 

role 

cal viewing skills 

and ability to produce tobacco control messages 

through different 

forms of media. For 

example: 

• Prevalence of 

smoking is 

reduced 

• Adults are 

exposed to video 

presentation on 

secrets of tobacco 

advertising 

• Persons who 

received messages of media 

literacy program 

produce tobacco 

control messages 

• Curriculum is using different 

implemented forms of media 

according to 

design • Persons who 

received messages of media 

literacy program 

become involved 

in tobacco control campaign 

Appendix 5.1: Examples of Inputs, Activities, Outputs,
 


and Outcomes for Counter-Marketing Programs (cont.)
 

378 Appendices 

Appendix 5.2: Key Data Collection Tools and Methods
 


Method Description Evaluation Uses and Other Consideration 

Media tracking 

and content 

analysis 

Systematic monitoring of 

the various media 

channels (e.g., print, 

radio, TV, outdoor) to 

identify ads, editorials, 

and articles relevant to 

the campaign and to 

assess messages in these 

ads, editorials, and 

articles (often with use of 

a professional tracking 

service) 

• Can be used to monitor media efforts, both earned 

and paid, to assess quantity and quality of messages 

• Can be combined with data on the reach of various 

channels to estimate potential exposure of audience, 

overall and by demographics 

• Content analysis can be used to determine what 

messages are disseminated to the target audience, if 

those messages are on strategy, and if the messages 

have changed since the campaign began 

• Can be used to track changes in messages to 

determine whether they are on target and consistent 

with the marketing plan 

• Can be used to modify the media plan 

Tracking 

requests for 

information 

Systematic recording of 

the number and type of 

people who request 

information (e.g., call the 

quitline, visit the Web site) 

• Can be used to assess the effectiveness of countermarketing efforts that list the Web site or quitline as a 

source of additional information 

• Can be used to track simple counts of number of 

requests over time, to show correlation with countermarketing efforts 

• Requires more effort to determine the characteristics 

of the population reached 

Logs of events 

and activities 

Completion of a form by 

the organizer of an event 

or activity, to describe the 

type of activity, where the 

activity happened, the 

number of participants, 

the type of participants, 

and comments about the 

event 

• Can be used for rapid tracking of program activities 

and outputs (e.g., workshops, press conferences, summits, and community forums) for process evaluation 

• Can be easily entered into database, to produce 

summaries of activities over time and by type 

• Can only provide estimates of the number of participants reached and general categorization of those 

participants (e.g., log sheets for press events may show 

TV reporters vs. print reporters) 

• Counting of participants facilitated by sign-up sheet 

• Can used to determine whether program 

implementation is following plan 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 379 

Appendix 5.2: Key Data Collection Tools and Methods (cont.) 
 

Method Description Evaluation Uses and Other Consideration 

Review of 

existing data 

and records 

Structured analysis of 

information being collected for other purposes, 

usually on a regular basis 

• Is an inexpensive source of data 

• Data produced may not be relevant 

• Requires thought and knowledge of local systems to 

locate relevant data 

Focus group 

discussions 

Qualitative method in 

which a skilled moderator 

uses an interview guide 

with open-ended 

questions to facilitate a 

1- to 2-hour discussion 

among 5 to 10 

participants 

• Is more useful for formative evaluation than for process 

or outcome evaluation 

• Can be used diagnostically in conjunction with 

quantitative data to understand results 

• Can facilitate interaction among group members that 

elicits in-depth responses 

• Provides richer data about meanings and reactions 

than closed-ended questions 

• Can be observed, recorded, or both, to facilitate 

analysis 

• Requires a skilled moderator who understands how to 

manage the group process, so necessary information is 

collected 

• Can result in domination of discussion by vocal 

individuals 

• Results in findings that can’t be generalized and may be 

biased by the unique characteristics of participants 

Document 

analysis 

Systematic assessment of 

the content of documents 

• Can be useful if the program is expected to result in 

changes in documents such as local ordinances 

• Can be used to determine whether ordinances and 

policies have shifted in the desired direction 

In-depth 

individual 

interviews 

Qualitative data collection 

with a semistructured 

interview guide in which a 

limited number of 

respondents are asked 

questions (often 

open-ended) by a skilled 

interviewer 

• Can be used to assess reactions to specific countermarketing efforts 

• Is particularly useful to assess reactions of specific 

individuals (e.g., stakeholders, members of the press, 

station managers, and heads of key organizations) 

• Can be used to modify the program 

• Can use observation or recording of information to 

facilitate analysis 

• Requires a skilled interviewer who is knowledgeable 

about the reason for the interview and how the 

responses might be used to improve the program 

Continues 
380 Appendices 

Appendix 5.2: Key Data Collection Tools and Methods (cont.)
 


Method Description Evaluation Uses and Other Consideration 

Participant 

feedback survey 

Survey administered to 

participants in a countermarketing event, to 

obtain feedback about the 

event 

• Can be used as a simple method to describe the size 

and characteristics of the population reached by an 

event 

• Can be used to assess the reaction of the target 

population to the event 

• Provides insight into approaches to improve the 

content of and recruitment for the event 

• Is more useful for process evaluation than for outcome 

evaluation 

Populationbased survey 

Survey of a population 

that follows strict sampling rules, so findings are 

representative of that 

population; administered 

by interviewer or selfadministered 

• Is likely to be used in some form to evaluate 

advertising efforts 

• Can indicate the percentage of the state population 

reached by counter-marketing efforts 

• Can be used to determine whether persons aware of 

the advertising or other counter-marketing efforts 

have improved beliefs, attitudes, and behaviors 

• Can be repeated at regular intervals to track changes 

Random digit 

dialing (RDD) 

Population-based survey 

using special telephonedialing procedures to 

reach a probability sample of the state population; computer-assisted 

telephone interviewing is 

a common type of RDD 

• Provides efficient, cost-effective means of generating 

a probability sample that can be generalized to the 

target population 

• Must use special sampling procedures to obtain 

sufficient samples of some populations (e.g., youth, 

ethnic/racial minority groups, and smokers) 

• See population-based survey in this table 

Observation Observation of persons in 

public settings or observation of physical settings, 

with minimal observer 

interaction 

• In some cases, can be used to directly assess program 

implementation and behavior and reactions of target 

audience 

• Can also be used to determine the quantity and 

content of tobacco advertising, counter-advertising 

and promotion in physical settings 

• Is labor intensive and requires visits to the sites of the 

program and skilled observers trained to use tested 

protocols 

• May result in bias, if behaviors are influenced by the 

presence of the observer 

• May result in questioning of the ethics of observing 

people without their consent 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 381 

Appendix 5.3: Key Variables and Sample Items To Consider 
 


Including in Survey of Target Population
 


Category Variable Sample Item 

Awareness Unaided Describe anything you recall from recent advertising against 

smoking that you have seen. 

Aided Have you recently seen an antismoking ad that shows two 

young men in a van who drive up to an office building and talk 

to a uniformed guard? 

Confirmed 

awareness 

Can you provide more detailed information about what 

occurred in the ad? 

Unaided 

awareness of 

campaign or 

slogan 

Are you aware of any antismoking campaigns now taking place 

in this state? 

What is the theme or slogan of this campaign? 

Recall Recall of ad What happens in the ad? (List of closed-ended ad descriptions is 

not read, but is included for the interviewer to code responses) 

Recall of message What do you think the main message of the ad is? (List of 

closed-ended ad messages is not read, but is included for the 

interviewer to code responses) 

Reactions Diagnostic 

measures 

For each of the following statements, please tell me how much 

you agree or disagree with the statement. Do you strongly agree, 

agree, neither agree nor disagree, disagree, or strongly disagree? 

The ad was memorable. 

I liked the ad. 

The ad was believable. 

The ad was relevant to me. 

I talked with my friends about the ad. 

Open-ended 

measures 

What specifically did you like about the ad? 

What did you dislike about the ad? 

What, if anything, was confusing about the ad? 

Who, if anyone, would be offended by the ad? 

Reaction to 

workshops and 

events 

What specifically did you like about the workshop? 

What did you dislike about the workshop? 

Would you recommend the workshop to a friend? Continues 
382 Appendices 

Appendix 5.3: Key Variables and Sample Items To Consider 
 


Including in Survey of Target Population (cont.)
 


Category Variable Sample Item 

Attitudes Attitude toward 

trying cigarettes 

Trying just a few cigarettes won’t hurt anyone. 

(For all items the following response scale can be used: strongly 

agree, agree, disagree, strongly disagree, or no opinion.) 

Attitude toward 

smoking 

Young people who smoke are usually “cooler” than those who 

don’t. 

Attitude toward 

quitting 

I can quit smoking any time I choose. 

Support for bans Smoking in the workplace should be banned. 

Beliefs Beliefs about 

consequences of 

smoking 

For each of the following statements, please tell me how much 

you agree or disagree with the statement. Do you strongly agree, 

agree, neither agree nor disagree, disagree, or strongly disagree? 

My smoking in the next 3 months will help me fit in. 

My smoking in the next 3 months is harmful to my health. 

My smoking in the next 3 months will make my breath smell bad. 

Smoking has nothing to do with whether a person is cool. 

Smoking causes heart disease . . . lung cancer . . . 

blocked arteries. 

Beliefs about the 

tobacco industry 

For each of the following statements, please tell me how much 

you agree or disagree with the statement. Do you strongly agree, 

agree, neither agree nor disagree, disagree, or strongly disagree? 

Tobacco companies try to get young people to smoke because 

older people quit smoking or die. 

Tobacco companies use advertising to fool young people. 

If people my age knew we were being used by tobacco companies just to make money, we would never start smoking. 

Most people my age don’t believe all the bad things we hear 

about tobacco companies. 

Beliefs about 

secondhand 

smoke 

For each of the following statements, please tell me how much 

you agree or disagree with the statement. Do you strongly agree, 

agree, neither agree nor disagree, disagree, or strongly disagree? 

Secondhand smoke causes lung cancer. 

Secondhand smoke is an extremely important public health

issue. 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 383 

Appendix 5.3: Key Variables and Sample Items To Consider 
 


Including in Survey of Target Population (cont.)
 


Category Variable Sample Item 

Normative 

beliefs 

Perceptions of 

friends’ use 

How many of your close friends do you think smoke? 

Does your best friend smoke? 

Perception of 

others’ use of 

cigarettes 

How many sixth graders at this school do you think smoke 

cigarettes? 

Normative belief 

from friends 

Do you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree with the following statement? 

My close friends think it’s OK for me to smoke. 

Normative belief 

from parents 

Do you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree with the following statement? 

My parents think it’s OK for me to smoke. 

General 

normative belief 

Do you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree with the following statement? 

Most people who are important to me think it’s OK for me to 

smoke. 

Self-efficacy Confidence to 

refuse an offer 

How easy or hard would it be for you to say “no” to the offer of a 

cigarette when you are at a party with friends? ...when you are 

at a close friend’s house and their parents are not at home? 

Would you say it would be very easy, easy, neither easy nor hard, 

hard, or very hard? 

Confidence to 

quit smoking 

How easy or hard would it be for you to quit smoking in the 

next 30 days? Would you say it would be very easy, easy, neither 

easy nor hard, hard, or very hard? 

Intention Intention to try Do you think that you’ll try a cigarette in the next 30 days? 

Intention to 

refuse an offer 

How likely is it that you’ll refuse a cigarette the next time you’re 

offered one? Would you say it’s very likely, likely, neither likely 

nor unlikely, unlikely, or very unlikely? 

Intention to quit 

smoking 

Are you planning to quit smoking in the next 30 days? 

How many times in the past 30 days have you thought about 

quitting smoking? 

Intention to avoid 

secondhand 

smoke 

Would you eat at restaurants more often, as often, or less often 

if smoking were banned? 

Continues 
384 Appendices 

Appendix 5.3: Key Variables and Sample Items To Consider 
 


Including in Survey of Target Population (cont.)
 


Category Variable Sample Item 

Susceptibility Susceptibility How many of your four best friends smoke cigarettes? 

(If the responses is 1 or more, respondent can be categorized as 

“susceptible”; if the response is “none,” respondent can be categorized as “nonsusceptible”) 

Behavior Initiation of 

smoking 

cigarettes 

Have you ever tried cigarette smoking, even one or two puffs? 

(If response is “no,” respondent can be categorized as “nonsmoker”) 

Initiation of using 

smokeless 

tobacco 

Have you ever used chewing tobacco, snuff, or dip, such as 

Redman, Levi Garrett, Beechnut, Skoal, Skoal Bandits, or 

Copenhagen? 

(If response is “no,” respondent can be categorized as “non-user 

of smokeless tobacco”) 

Initiation of cigar 

smoking 

Have you ever tried smoking cigars, cigarillos, or little cigars, 

even one or two puffs? 

(If response is “no,” respondent can be categorized as “nonsmoker”) 

Never smoked, 

current smoker, 

or former smoker 

Have you ever tried cigarette smoking, even one or two puffs? 

(If response is “no,” respondent can be categorized as “nonsmoker”) 

Do you smoke cigarettes every day, some days, or not at all? (If 

response is “every day” or “some days,” respondent can be 

categorized as “current smoker”) 

During the past 30 days, on how many days did you smoke 

cigarettes? (If response is 1 or more days, respondent can be 

categorized as “current smoker”) 

Have you smoked at least 100 cigarettes in your lifetime? 

(If response is “yes,” ask next question) 

Do you smoke cigarettes every day, some days, or not at all? 

(If response is “not at all,” respondent can be categorized as 

“former smoker”) 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 385 

Appendix 5.3: Key Variables and Sample Items To Consider 
 


Including in Survey of Target Population (cont.)
 


Category Variable Sample Item 

Behavior (cont.) No use, 

situational use, or 

established use 

During the past 30 days, on the days you smoked, how many 

cigarettes did you smoke per day? 

(If response is “none,” respondent can be categorized as “no 

use”) 

During the past 30 days, on how many days did you smoke cigarettes? 

During the past 30 days, on the days you smoked, how many 

cigarettes did you smoke per day? 

(If response to first question is 6 days or fewer, and response to 

second question is 4 cigarettes per day or fewer, respondent can 

be categorized as “situational smoker”) 

During the past 30 days, on how many days did you smoke 

cigarettes? 

During the past 30 days, on the days you smoked, how many 

cigarettes did you smoke per day? 

(If response to first question is 6 or more days, and response to 

second question is 5 or more cigarettes per day, respondent 

can categorized as “established smoker”) 

Smoking 

cessation 

During the past 12 months, did you ever seriously try to quit 

smoking cigarettes? 

How many times, if any, have you tried to quit smoking? 

When you last tried to quit, how long did you stay off cigarettes? 

Actions to avoid 

secondhand 

smoke 

Have you asked an acquaintance not to smoke around you or 

others in the past 30 days? 

Have you asked a stranger not to smoke around you or others 

in the past 30 days? 

Have you avoided a smoky place in the past 30 days? 

Have you gone to a smokefree club in the past 30 days? 

If you went to a smokefree club, was part of your decision 

based on knowing that it was smokefree? 
386 Appendices 

Appendix 6.1: Key Elements of a Request for Proposals (RFP) 

for a Media Campaign 

Requests for Proposals (RFPs) vary significantly among states and organizations. They range in length from 

less than 10 pages to over a hundred pages. They also vary in terms of the elements included. The following is a 

list of potential elements to include in an RFP. It is not meant to be a recommendation for the structure or content of your RFP; rather, it is meant to help you in writing your RFP by providing information about elements 

other states have included and issues that have arisen. Your state or organization may not want to include 

in your RFP some of the elements listed below. Likewise, your state or organization may have additional 

requirements that are not addressed in this document. 

General Information/Introduction 

Background and Overview 

What is important to know about the current situation that explains why you are issuing an RFP at this time? 

Did you just acquire settlement dollars? Was a tobacco tax passed whose proceeds will be going to a tobacco 

control program? Will a broad tobacco control program be developed at this time, or just a media/PR 

campaign? 

Statement of Purpose/Goals/Objectives 

What are you trying to achieve through the media/PR campaign? This may include a statement of work for the 

media campaign. If you have selected target audiences for the campaign, include those as well. Be as clear and 

selective as possible. The more specific you are, the more focused proposals the bidding agencies can develop. 

If funds are limited, you may need to focus on one goal and one or two target audiences rather than diluting 

your efforts by trying to influence many audiences to change behaviors. 

Description of the Health Department or Program 

Share relevant information about current and past tobacco control programs and describe which organizations have been involved. Describe past or existing tobacco control efforts and media campaigns. Succinctly 

describe what media and public relations efforts have been implemented in the past and their results, if 

available. 

Description of Problem the Campaign Needs to Address 

Share research and data specific to the state, including any important regional, demographic, or other differences. 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 387 

Budget or Funding Level 

Be specific about the time period for the budget, whether funds will be renewed after the first year, conditions 

for funding renewal, etc. If funding is uncertain, it is acceptable to include the existing conditions that have 

made the funding level uncertain. Also include the date when you expect to know the outcome. You may have 

the bidders prepare proposals at different funding levels. 

Contract Period 

You may want to check with your state health department’s contract office to determine the types of contracts 

available to your program. For example, you may be able to have a contract renewable for a certain number of 

years, contingent upon your approval rating of the agency. Note the beginning and end dates for the contract. 

Proposal Requirements 

Eligibility Criteria 

State who may apply for the contract. Optional requirements include the following: 

•	 	 Agency based in the state. Some state government policies require hiring only in-state contractors. 

•	 	 Submissions only by agencies with certain experience. For example, you may want to hire an agency 

with experience in one or more of the following areas: marketing, public relations, marketing 

research, specific ethnic group marketing, youth marketing and public education, direct marketing, 

new media (e.g., Internet), sports and entertainment marketing and merchandising, media buying 

and planning, creative development and production, grassroots organizing, crisis management, or 

special events. 

•	 	 Annual billings within a specific range. The rationale for including this is that you might not want to 

hire an agency that is so small that you’re concerned about it’s capability to handle your account or 

so large that you’re concerned that your account won’t be so important to them. 

•	 	 Lead agency may partner with other agencies that have needed experience. For example, lead agencies without ethnic marketing experience may still be considered as long as their proposals specify 

which ethnic marketers they would partner with. 

Proposal Content and Format Requirements 

•	 	 Formatting, such as white 8 1/2" x 11" paper, page numbering, limitations on number of pages, 

required appendices. Providing such requirements may not only make the proposals easier to read 

but may also help avoid the tendency of advertising and PR agencies to “out-glitz” each other by 

using the most creative, original formats for their proposals. 
388 Appendices 

•	 	 Inclusion of specific elements and organization into specific content sections. For example, required 

elements might include a standard cover sheet with signature, table of contents, proposal narrative, 

narrative responses to questionnaire, proposed budget in standard format, work plan or action plan, 

nondiscrimination compliance statement, drug-free workplace certificate, etc. 

•	 	 Examples of desired formats for proposal pages or appendices. 

Potential or Perceived Conflict of Interest 

All applicants should be required to provide a statement of disclosure regarding potential or perceived conflict 

of interest due to connection with the tobacco industry, and you should provide the standard format for this 

statement. Potential or perceived conflict of interest could include affiliation or contractual relationships, 

direct or indirect, with tobacco companies, owners, affiliates, subsidiaries, holding companies, or companies 

involved in any way in the production, processing, distribution, promotion, sale, or use of tobacco. You may 

choose to state in the RFP any of the following: 

•	 	 Only agencies with no such affiliation within some time frame (e.g., the past five years) are allowed 

to apply. 

•	 	 Any tobacco company affiliation disqualifies an agency from competing for the contract. 

•	 	 An agency must divest itself of such affiliation prior to bidding and must submit with its bid written 

documentation of such divestment. 

•	 	 Such affiliation doesn’t necessarily disqualify agencies, but disclosure of real or apparent conflict of 

interest is required in the proposal. 

In addition, you may require a written statement that the selected agency will not accept such relationships 

during the term of contract with the health department. 

Applicant Questionnaire 

You may ask each applicant to answer questions regarding the agency, including areas such as the following: 

•	 	 Agency mission and philosophy 

•	 	 List of key agency staff and agency offices 

•	 	 Description of departments and staff positions within the agency 

•	 	 Organizational chart 

•	 	 Names of other agencies, subcontractors, and consultants to be included in submission 

•	 	 Number years in business 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 389 

•	 	 Annual billings 

•	 	 Experience with government, nonprofit, or health-related accounts 

•	 	 Antidiscrimination policy 

•	 	 Past pro bono work and contacts for references 

•	 	 List of top accounts (typically based on billings) and contacts for references 

•	 	 Examples of accounts that demonstrate the agency’s experience in changing behavior on social or 

public health issue (including key results) 

•	 	 Information about how the agency uses research in developing, executing, and 
 


evaluating campaigns
 


You may ask for a narrative about how the agency plans to provide the required services. This may include 

more specific information about the particular agency staff who will be working on this account (e.g., titles, 

functions, education, experience, accounts handled at current agency, accounts handled at previous employer, 

level of responsibility). You may also ask about discounts, bonuses, or pro bono work the agency will offer. 

Compensation 

You may ask bidding agencies to recommend how they should be compensated for their work on the campaign. 

This will help you understand how they typically charge clients and may highlight to you some innovative 

approaches to compensation. In addition, you may ask for a proposal for a performance-based contract or the 

agency position on performance-based contracts. A performance-based contract makes the agency more 

accountable for bottom line outcomes of campaign; one caveat is to make sure that your expectations are realistic regarding what the potential outcomes will be. Remember that the compensation proposal is only a starting 

point for contract negotiations. You may choose another compensation arrangement when you negotiate the 

final contract with the selected agency. 

Examples of Work 

You may ask for examples of creative executions, especially those most relevant to the current proposal, such 

as materials targeted toward teens if the proposal is for a youth antitobacco campaign, materials targeted 

toward Hispanics/Latinos if the proposal includes a Hispanic/Latinos component, etc. Examples of materials 

would normally be submitted in one or more of the following forms: videotape with TV and radio ads, photos 

of outdoor ads, copies of print ads, examples of brochures or other educational materials, and hard copies of 

Web pages. You may also ask for other materials or information related to the individual campaigns (e.g., campaign results, summaries of research, target audience development, campaign strategy from one completed 

campaign, PR plan, samples of press materials, media plan, event plan). 
390 Appendices 

Ideas for Addressing Your Campaign’s Goals 

Requesting the bidding agencies’ ideas about approaches to your campaign will help you gauge the level of 

strategic and creative thinking that they can bring to your program. The description of the agency’s proposed 

approach to addressing your campaign’s goals might include information on their understanding of the problem; strategic thinking about how to address the problem; identification of target populations(s); campaign 

strategies and action plans; description of media buying plans and strategy; PR strategy, including media coverage, promotional events, and integration with local programs and target population(s); links to existing 

tobacco control efforts; how research and evaluation would be conducted; general estimate of how funds 

would be allocated; use of existing resources and materials (e.g., CDC’s Media Campaign Resource Center, 

state clearinghouses); and input from external experts. 

It is not recommended that you ask the bidding agencies to develop and present new creative ideas or specific 

advertising executions. Creative development is very time-consuming and can only be done well when agencies have full knowledge about the issue and are fully immersed in the campaign development. If you do 

request or allow for new creative ideas to be presented, you will want to include a statement that the health 

department has ownership of ideas or adaptations of ideas contained in any proposal submitted, as well as the 

right to copyright them. 

Proposal Preparation and Submission 

Schedule/Timeline 

Provide information about bidder’s conference and any other pertinent dates. 

Application Deadlines 

Include date/time of deadlines for letter of intent (confirming intent to submit full proposal) and complete 

proposal package. 

Key Contact Information at Health Department 

Provide contact information for key health department staff that may be contacted regarding the RFP process. 

Include instructions for how to submit questions. 

Instructions for How To Submit Application 

Include date and time that application is due, address where applications should be sent, and whether faxed 

applications will be accepted. List the number of copies of the application required. Typically, agencies are 

asked to submit multiple copies so that the health department does not have to make copies of the proposals 

for the reviewers. 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 391 

Instructions for How To Withdraw Application 

Provide information about how an agency can withdraw an application after it has been submitted. 

Reasons for Disqualification 

Possible reasons for disqualifying an application include the following: 

• Incomplete or late submission 

• Failure to meet requirements regarding lack of tobacco industry affiliation 

• Attempts to influence a member of review panel during the review process 

• Submitting application with false, inaccurate, or misleading statements 

• Unwillingness or inability to fully comply with proposed contract provisions 

Proposal Review/Evaluation/Selection 

Criteria for Evaluation of Proposal 

Proposals may be evaluated based on factors relating to the agency and staff (agency background, agency 

capabilities and experience, agency personnel, capabilities and experience of subcontractors), materials submitted (samples of work, strategic plan for campaign, proposed media strategies and plans, proposed budget 

and timeline), or quality of the proposal (clarity, creativity, innovation, quality, balance). You may choose to 

include in the RFP a point structure identifying the maximum number of points each section of the proposal 

can be awarded. You may choose to require oral presentations by some or all applicants. 

Information Regarding Review of Proposals 

List the stages of review process, whether the review sessions will be open sessions or closed to the public. 

Award Notification and Contract Negotiation 

Provide information about how (e.g., e-mail, fax) and approximately when applicants will be notified about 

results. You may choose to not send the final notification stating that an applicant has not been selected until 

after a contract is signed with the agency that is selected during the review process. If you are not able to agree 

on contract terms with the selected agency, then you may begin negotiating with the second choice. 
392 Appendices 

Other Rules/Information/Disclaimers 

Your state may choose to include some, none, or all of these stipulations: 

•	 	 The health department reserves the right to negotiate and clarify before entering into contract. 

•	 	 The health department reserves the right to amend the RFP prior to the proposal submission 

date. Applicants who have submitted a letter of intent by the required date shall be notified of 

amendments and will be afforded an opportunity to revise their proposal to accommodate the 

RFP amendment. 

•	 	 In the event that the health department is unable to execute a contract with the agency selected, 

the health department reserves the right to continue evaluations of other agencies and select 

another agency. 

•	 	 The RFP does not constitute commitment by the health department to award a contract. 

•	 	 Deliverables and other materials provided by contractor to the health department become the 

property of the health department. 

•	 	 A schedule of regular meetings between the agency and the health department will be required. 

•	 	 Reasons for termination of contract may be listed in the RFP. 

•	 	 The health department reserves the right to remove or replace subcontractors. 

•	 	 The health department assumes no responsibility or liability for costs incurred by bidders prior to 

contract award. 

•	 	 Confidentiality policies vary by state law. Some state health departments will not release information 

to bidders or anyone else regarding the content of any of the applications during the RFP process (or 

at any time). Other states require an open review process, proposals becoming public information at 

the end of review process, or both. 

•	 	 Some states have subcontracting policies or requirements. 

•	 	 Some states have affirmative action requirements. 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 393 

Optional/Possible Appendices 

Your state may choose to include some, none, or all of these appendices. 

•	 	 Applicant Information Sheet. This might include information such as agency name and address, tax 

identification number, name of main contact at agency, and signed affirmation that statements 

contained in application package are true and complete. 

•	 	 Checklist for Responding to RFP. This would clarify what key elements must be included in proposal. 

•	 	 Proposal Evaluation Instrument or Evaluation Summary Sheet. This is the evaluation form used by 

reviewers to assess proposals. 

•	 	 Standard contracts agreements/forms. Some states have specific language required in all contract 

agreements or forms used in all contracts. 

•	 	 State contract terms and conditions (e.g., taxes, warranties, payments, indemnity, liability, insurance, 

termination, records maintenance, severability). 

•	 	 Signature Verification Form. This would serve as notarized proof that the individual signing is 

authorized to execute contracts on behalf of bidder or contractor. 

•	 	 Consultant/contractor submissions form/contractor data and certification form (might include 

information such as contractor name and address, tax identification number or social security 

number, contact information, and resume or statement of qualifications of key personnel). 

•	 	 Reference Review Form 

•	 	 Sample health department tobacco control program budget 

•	 	 Conflict of Interest Statement/Statement of Disclosure of Tobacco Industry Affiliation/Statement 

of Assurance 

•	 	 Certificate of Independent Price Determination. With this form, the bidder certifies that the prices 

in the proposal have been arrived at independently without consultation, communication, or 

agreement with any other bidder, and that the prices in the proposal have not been and will not be 

disclosed by the bidder, directly or indirectly, to any other bidder before bid opening or contract 

award unless otherwise required by law. 

•	 	 Outline of proposal format 

•	 	 Outline of line item project budget form 

•	 	 Errata, amendments, addenda 

•	 	 Instructions for oral presentations 

•	 	 Q&As 
394 Appendices 

Appendix 6.2: Questions and Answers on RFPs 
 

Issues Related to RFP Process 

1.	 How much time should the RFP process take? How much time should be allowed for 

each step in the process? 

Each state has different rules and schedules for the RFP (Request for Proposals) process, based on variables 

such as state restrictions and the state funding cycle. Thus, there is no golden rule, but there are some general 

considerations. The key is to allow sufficient time in each step to accomplish the work required, while not 

delaying unnecessarily the hiring of an agency. The entire process generally takes from six weeks to three 

months, but much more time can be required if contract negotiations are difficult or if a bidding agency contests the award decision. 

Here’s a general outline of the steps involved and the approximate time needed for each step: 

•	 	 Release of RFP. The RFP should be released as soon as possible, so an agency can be hired in a 

timely manner. 

•	 	 Deadline for Submission of Proposals. In general, four to six weeks is sufficient time for the agencies 

to put together proposals. 

•	 	 Bidders’ Conference. The bidders’ conference is a meeting held so possible applicants can obtain 

information they need to respond to the RFP. Enough time should be allowed to publicize the RFP and 

disseminate the information about this meeting to the potential bidders. The bidders’ conference 

should be held about midway in the four- to six-week period between the release of the RFP and the 

proposal deadline. This schedule gives agencies sufficient time after the bidders’ conference to determine whether they are still interested in submitting a proposal and, if so, to develop the proposal. 

•	 	 Technical Review of Proposals. The technical review is conducted to ensure that the agencies making proposals meet the criteria specified in the RFP and don’t need to be disqualified for any reason. 

This review should take place immediately after the proposals are due. Completion of the technical 

review by the appropriate state staff generally requires one to three days, depending on the number 

of proposals and the complexity of the technical requirements. 

•	 	 Review of Written Proposals. The process for review of written proposals determines the amount of 

time needed to complete this review. To ensure that all reviewers are able to attend, the dates for the 

review of written proposals should be set well in advance. 

If the review committee reads proposals in a room together, the review of written proposals can 

begin immediately after the technical review and usually lasts one to four days. The amount of time 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 395 

necessary to read, discuss, and score the proposals depends on the number of proposals and the 

length of the proposals. 

If the proposals are sent to the review committee to read before the committee convenes, the time 

required is approximately one to two weeks, including one to two days to discuss and score the proposals at the meeting. 

•	 	 Oral Presentations. Agencies that remain in the process after the technical review and the review of 

written proposals are given an opportunity to make oral presentations. At least two weeks should be 

allowed for preparation of these presentations. These presentations might include a review of creative products from previous campaigns. 

•	 	 Final Selection of an Agency. The final selection of the winning agency may be made after the oral 

presentations, on the basis of the scores calculated by the review committee. Some states require 

final approval by a state health department or a state contract officer. This requirement can add 

several days to the RFP process. 

•	 	 Signing of the Contract. The time elapsing before the contract is signed can vary from one week to 

more than one month, depending on factors that include the following: 

– How much specific information about requirements (e.g., compensation and scope of work) is 

laid out in the RFP 

– How much negotiation with the winning agency is necessary 

– Whether the decision is contested by one of the agencies that isn’t selected 

– How many levels of approval are necessary before a contract is made final. 

It’s advisable to wait to notify agencies that they haven’t been selected for further consideration until a final 

contract is signed and not contested. This approach allows you to consider the second or third choices in case 

a problem occurs with the top choice among the agencies. 

2. Should a bidders’ conference be held? 

Benefits of a bidders’ conference include the following: 

•	 	 Answers to questions can be provided at one time to all the potential applicants present. 

•	 	 A transcript of the conference or a summary of the answers can be put online. 

•	 	 The program manager sees the people and agencies that may be bidding and can estimate how 

many agencies will bid on the contract. 
396 Appendices 

The greatest potential negative is the time and energy involved in setting up such a conference. You’ll want the 

key health department staff involved in the RFP and the contracting process to be present, so scheduling a 

time when all are available may be difficult. In addition, you might not have all the answers to questions posed 

to you at the bidders’ conference and you’ll then have to follow up later. This problem can be avoided by asking that all questions be submitted in writing in advance. Then you can provide answers in person at the bidders, conference since you will have had time to prepare answers to questions submitted. 

An alternative to a bidders’ conference is to have all questions submitted in writing and provide answers 

online. You can announce the Web address in the RFP and make it clear that bidders can access the Web site to 

find updates and corrections to the RFP and answers to submitted questions. 

3. How should information be disseminated to potential bidders? 

Most states put the full RFP, along with information such as edits and updates to the RFP and answers to the 

bidders’ questions, on the contracts section of the state health department Web site. When there is a high level 

of publicity around spending of funds for the state tobacco control program, many agencies interested in this 

work will be aware that an RFP is being released. Some states send a copy of the RFP to all top agencies in the 

state, along with a cover letter inviting them to apply. In addition, there may be publications in the state that 

advertise government contracts. If your contract will be large enough and you want to attract agencies from 

outside the state, you might consider placing an ad in advertising industry publications such as Advertising 

Age, Ad Week, or Brand Week. 

4. Should health department staff perform site visits to the agencies that are bidding? 

Site visits allow you to see the work space and sense the tone of the environment in which the agency staff 

work, and these visits may help you to better understand the technical capabilities of the agency staff. Some 

states and organizations have found site visits to be very beneficial, but the vast majority of states don’t perform site visits, and they’re probably not necessary unless extenuating circumstances exist. 

5. How should the written proposals be scored? 

Methods for scoring the written proposals are different in each state. Some score sheets include a number of 

categories that correspond to the sections of the RFP. Other score sheets include sections addressing elements 

such as agency experience and knowledge, technical capability, previous creative, expertise in market research, 

experience with media campaigns targeting a particular population, and budget management. Most states set 

the criteria for scoring of the proposals. In some states, however, the reviewers are given the opportunity to 

provide input, and the final decisions on criteria for scoring rest with the health department. 

6. How should the process for review of written proposals be managed? 

There are several options for managing the process for review of written proposals, and states manage this 

process in different ways. Some states have reviewers read the proposals in advance; others have reviewers 

read the proposals together. Some states allow reviewers to share scores; others explicitly prohibit sharing of 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 397 

scores. Some states allow reviewers to change their scores after seeing all of the presentations; others do not 

allow such changes. You may have some flexibility in making these decisions, but some of the decisions will be 

mandated by state policy. Here are some methods states use to manage the review of written proposals, along 

with related benefits and drawbacks for each method: 

• Reviewers read proposals before meeting to discuss the proposals. 

–	 Benefits. If reviewers read the proposals before meeting, the discussion moves more quickly. 

Reviewers can read the proposals on their own schedule. They may be able to pay more attention 

to the details when they read alone than when they read in a group. 

– Drawbacks. Reviewers may forget the specifics of the proposals between the time they read them 

and the time of the meeting where the group scoring is done. Also, a large volume of proposals 

must be shipped or hand delivered to each reviewer. Reviewers must then bring the materials 

with them to the review session. In addition, some reviewers may not take the time to review the 

proposals before the review session. If there are a lot of proposals, review committee members 

may not have the time to thoroughly read each proposal. In that case, you can assign, in advance, 

one review committee member to report on each proposal to the group and have someone else 

be a second reporter, to add anything the first reporter missed. These two individuals would be 

responsible for reading the proposal most thoroughly, although others will read it, too. 

• Reviewers read the proposals when they come together in one room. 

–	 Benefits. If the proposals are read at a meeting, they don’t have to be shipped to reviewers in 

advance and brought back by the reviewers. Control and confidentiality of proposals are assured. 

Also, the information is fresh in the minds of the reviewers when they do the scoring. 

– Drawbacks. Reading in a group can be very distracting and tiring. Different reviewers read at different speeds, and the time devoted to each proposal may not be sufficient for adequate review. In 

addition, reading in a group takes longer than if reviewers come together after reading the proposals. It may be difficult for some review committee members to set aside such a large block of 

time from their busy schedules to participate in the reviews. 

• Reviewers are allowed to share scores with the committee. 

– Benefits. One benefit of sharing scores is that it allows a reviewer to gauge his or her scoring 

against the scoring by other members of the review committee. The committee can assess 

whether the scoring method is consistent among all the reviewers and can make appropriate 

adjustments for equitable scoring, if necessary. 

– Drawbacks. One potential drawback of sharing scores is that one reviewer with strong opinions 

may influence others on the review committee. 
398 Appendices 

• Reviewers are not allowed to share scores with the committee. 

– Benefits. A prohibition against sharing scores may ensure that reviewers are not influenced by 

scores of other reviewers. This approach may be more objective than the sharing of scores, and 

may be mandated by state contract policy. 

– Drawbacks. The main drawback of a prohibition against sharing scores is that different reviewers 

may use different methods to score proposals, and the review committee is not able to assess if 

scoring is inconsistent. 

• Reviewers are allowed to change scores after reading, discussing, and scoring all the proposals. 

– Benefits. Regardless of whether scores are shared with the rest of the review committee, it’s helpful for reviewers to be able change their scores after reviewing all the proposals. This is especially 

true for a reviewer who has never participated in an RFP review. After reading all the proposals, a 

reviewer has a better sense of the range of responses and can go back and view the first few proposals with a better perspective of what is good and bad in each of the proposals. 

– Drawbacks. Some reviewers may be unduly influenced by other committee members. Changing 

scores may add time to the process. In addition, changing scores may be prohibited by state contract policy. 

• Review committee meets in person. 

–	 Benefits. The importance of selecting a contractor probably justifies the requirement for a meeting of the review committee. For most states, the media campaign contract involves a large 

amount of money and a significant portion of the budget for the tobacco control program. The 

discussion and interpersonal interaction are critical to the decision-making process. 

– Drawbacks. A meeting of the review committee requires that reviewers travel to a central location, which may involve time and travel expenses. 

When there is no other alternative, one or more reviewers may participate in the review of written proposals 

by telephone. This option is rarely used and is not recommended, because of the value of having all the 

reviewers interact in person. 

7. Should the bidding agencies be required to make oral presentations? 

Oral presentations are very useful and should be required. They help to identify differences among the agencies that score well in the review of written proposals. Also, they often allow a better understanding of aspects 

of the agencies that don’t always come across in a written proposal. These aspects include factors such as work 

flow and procedures, creativity and style, and technical capabilities. 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 399 

8. Who should make the oral presentations for an agency? 

If possible, you should require that the individuals who will be your day-to-day contacts make part or all of the 

oral presentation. You can ask that specific people be part of the presentation team (e.g., the financial person, 

the primary client contact, and the creative lead). The oral presentation is an opportunity for you to meet the 

individuals who will work on the account and to determine whether you have “chemistry” with them. You 

want to avoid being “wowed” by the agency head(s) or other trained presenters, only to find that you’ll be 

working with lower-level staff once the agency is selected and contracted. 

You can also specify a minimum and/or maximum number of people to participate in the oral presentation. 

Usually agencies will want to include more people, so providing a minimum is not usually an issue. Some 

states limit the number of agency staff making the presentation within a range of five to 10. Other states don’t 

limit the number. You may choose to require that only the staff making the presentation be allowed to attend 

this RFP session, or you may allow additional agency staff to be present to answer questions. 

In general, you want enough agency staff present to give you a clear picture of what the agency has to offer, but 

not too many whose presence is unnecessary. Depending on the site for the oral presentations, space may be a 

limiting factor. 

9. How many agencies should be invited to make oral presentations? 

Ideally, you’ll want to invite a minimum of three qualified agencies to make oral presentations, to ensure that 

the review committee has an adequate number of agencies to review. In some cases, states have invited only 

two agencies to give oral presentations, because only two were qualified to move past the review of written 

proposals. 

Also, you should set a maximum number of agencies to make presentations. It’s not advisable to allow all the 

bidding agencies to give oral presentations, for several reasons: 

•	 	 Depending on how the scoring is configured (i.e., how many points are assigned in each phase of the 

review and whether the scores from each phase are cumulative), it’s usually not possible for an 

agency with a relatively low score after the review of written proposals to be a top scorer after the 

oral presentations. 

•	 	 Reviewers will find it difficult to listen to too many presentations, especially if they know that some 

of the agencies have no chance of winning the contract. 

•	 	 Preparation of an oral presentation requires an investment of time, money, and energy, so it’s not 

fair to ask agencies that have no chance of winning the contract to put this level of effort into the 

oral presentation. 

•	 	 Because you want to select an agency that does well in both written and oral communications, it’s 

beneficial to eliminate agencies that don’t submit a strong written proposal, even if they might be 

able to perform well in an oral presentation. 
400 Appendices 

•	 If the written proposal is of low quality, you may not want to give the impression to the agency that 

you think their work was good enough to merit the invitation for an oral presentation. 

10. How should the oral presentations be scored? 

As with the scoring of the written proposals, the methods for scoring oral presentations are different in each 

state. In many states, reviewers are allowed to provide a combination of number scores and written comments. In other states, reviewers can provide only a number score, but the score sheets leave space for reviewers to make notes that help them to determine their scores. Depending on the laws and policies of the state, 

the score sheets may become public record. Reviewers should be notified of this policy in advance, so they are 

aware that anything they write will be accessible to the agencies and anyone else interested in examining the 

score sheets. 

You’ll need to determine how many points to allocate for each phase of the review. Another important decision you must make is whether the final selection should be based on a total score from all phases of review or 

whether the score in each phase is used only to determine which proposals move forward to the next phase. 

Some states assign points during the technical review; others don’t score that phase but do eliminate proposals that don’t qualify. In other states, the scores for the written proposals determine which agencies are invited 

to give an oral presentation, and the scores for the oral presentation determine which agency is offered the 

contract. In still other states, the total score from all phases of the review process (technical review, review of 

written proposals, review of oral presentations, and review of creative) is the only factor used to award the contract. This strategy allows one phase of the review to be given more weight by assignment of more points to 

that phase. However, this option should be exercised with caution. If you choose to give more weight to the 

review of written proposals by assigning more points to it than are assigned to the oral presentations, be aware 

that if the written proposals have a wide range of scores, the reviewers of the oral presentations may not be 

able to influence the final outcome, because they have fewer points to assign. This outcome eliminates the 

benefit of having additional input for decision making, based on the review of the oral presentations. 

Some states don’t allow the review committee to make the final decision; instead, the committee is asked to 

make a recommendation. Then the health department makes the final decision. The reviewers’ qualitative 

comments can be helpful to the health department staff in their final determination, particularly when the 

scores are close. 

11. How should the review process for the oral presentations be managed? 

As with the process for review of the written proposals, there are several options for managing the process for 

review of oral presentations, and states manage this process differently. The comments in response to question 

6 about sharing scores and changing scores are also relevant here. 
Appendices 401 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

You should schedule enough time for each agency to set up (at least 15 minutes) and to make the presentation 

(one to two hours). Additional time is required for reviewers to ask questions of the agency (30 to 60 minutes) 

and then to discuss and score each presentation (30 to 45 minutes). Time is also needed for activities such as 

breaks and meals. You’ll need to provide a private and quiet room where the reviewers can talk while the next 

agency has access to the presentation room to set up for the oral presentation. 

12. What kinds of questions should agencies be given in advance of oral presentations, 

and which questions should be surprises? 

Providing each agency the same set of questions, either in advance or during the oral presentation, gives the 

reviewers some common ground for assessment and comparison of the agencies. Questions given to agencies 

in advance should call for responses that require planning, data gathering, alignment with agency management, or other time-consuming preparation. Surprise questions should require strategic thinking (specific 

choices or recommendations) related to the proposal. You should be able to ask the agency “why...?” in relation to any part of its proposal, because presumably everything in the proposal was developed with use of 

good strategic thinking. Some questions are appropriate either in advance or during the presentation; for 

example, “What potential media crises do you foresee on this account, and how would you respond?” 

To demonstrate levels of creative and strategic thinking, some states ask agencies to perform tasks such as 

putting together initial creative ideas or developing a proposed media placement schedule. You shouldn’t ask 

agencies to develop near-final ad executions as part of their written proposals or oral presentations. In addition to the time, cost, and energy required, such a task sets an agency in a particular direction without providing the necessary baseline data and input from the state staff. 

13. What is the ideal composition of a review committee? 

Many states have specific restrictions or policies that help to determine the makeup of the review committee. 

Such restrictions include requiring that all or a majority of the review panel live in the state or prohibiting state 

tobacco control staff from being on the panel. You need enough reviewers that the committee represents a 

range of backgrounds and expertise but not so many that the process becomes cumbersome. One member 

should have experience working with minority and diverse populations. 

Many states invite people who manage tobacco counter-marketing contracts in other states to serve on the 

review committee, because they’ve been through the RFP process and often can offer helpful insights from 

experience. You can ask people in other agencies within your state government that have large advertising or 

marketing contracts (e.g., the lottery, tourism, or agriculture). Also, you may want to include one or two people 

from national organizations who have worked with other states on their counter-marketing efforts and can 

offer a national perspective. For example, representatives from the Health Communications Branch of the 

CDC’s Office on Smoking and Health, the American Cancer Society, the Campaign for Tobacco-Free Kids, and 

other national organizations have served on review panels in a number of states. In addition, it’s helpful to 
402 Appendices 

have people on the committee who have experience working in advertising or marketing, either for an agency 

or as a client. Most people with such backgrounds have an in-depth understanding of how to develop a 

marketing plan and advertising campaign and how to select an agency. They are also likely to be able to see 

through the glitz of the written and oral presentations. 

14. Should the same committee review the written proposals and the oral presentations? 

Sometimes state regulations and policies determine whether the same panel must review the written proposals and the oral presentations. Some states require use of the same panel for both reviews; others have no such 

requirement. One benefit of having the same group for both reviews is that the reviewers can follow up during 

the oral presentations with specific questions about the written proposals. One benefit of having different 

groups for both phases is that a new person added to the panel for the oral presentations comes into the process 

with a fresh perspective and can assess the presentations without being influenced by the written proposals. 

Criteria To Aid in Selecting an Agency 

1. What are some of the issues with hiring an agency based in another state or city? 

Some states must select suppliers and contractors that are within the state, because government rules and 

policies require doing so or because if they don’t, they’ll be seen as giving business to other states and not supporting the local economy. In addition, if an agency from a state or city other than the location of the health 

department offices is selected, communications will be more difficult, because face-to-face interactions will be 

less frequent. Problems could result, because the state and the agency should be partners in most aspects of 

the campaign planning, execution, and evaluation; thus, the better the communication and interaction are, 

the more productive the work relationship can be. Nevertheless, it’s important that every state considers the 

best candidates available. Effective marketing and advertising are not easy to achieve, and a local firm should 

not be selected at the cost of compromising the quality of the work. States should “cast the net” as broadly as 

possible and then choose the best candidate on the basis of specified criteria. The criteria used to select the 

agency should always be clear and supportable in case they are later challenged by individuals or organizations outside of the selection process. 

2. What skills, experiences, and capabilities should be required of the ad agency? Of the 

public relations agency? 

The ad agency chosen should have experience in planning, implementing, and evaluating comprehensive ad 

campaigns. Agency staff should be familiar with the marketing mix (product, placement, packaging, price, 

promotion, and politics), so they understand the importance of each element and the interrelatedness of 

all the elements. They should have strengths in the areas of creativity and strategic thinking (i.e., making 

important choices about the direction of the communications plan). The work they produce should clearly 

show a balance between keeping a strong strategic focus and developing products that are insightful, interesting, and deliver an impact. The ad agency should have the following functions in house: (1) account services, 
403 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

(2) creative, (3) media planning and buying, and (4) research. In-house planning is optional, but more and 

more agencies offer this service, which is a cross between research and strategic planning. If the agency doesn’t 

do media buying or research in-house, agency staff may have sufficient experience with the function and a 

strong relationship with a subcontractor to provide these services through a subcontract. 

If a PR agency is to be selected, the staff of the PR agency should have experience in planning, implementing, 

and evaluating comprehensive PR campaigns. They must have in-depth experience interfacing with the media 

and should be able to show a track record of successful placements, for example, media coverage and stories 

that achieve high reach of target audiences, adequate frequency, exposure through major media outlets, and 

appropriate positioning of the issue and content covered. The staff should understand and show knowledge of 

the key tools for earned media (e.g., media kits, news conferences, editorial board meetings, press releases, 

and event planning). (See Chapter 8: Public Relations and Chapter 9: Media Advocacy for more information on 

these tools.) Ideally, they should understand and have experience working with ad agencies and other diverse 

partners. Also, if you’d like your agency to conduct media advocacy training sessions for your local coalitions, 

make sure that the agency staff have the necessary experience and that they understand the relationship 

between local coalitions and the state program. 

3. When should subcontractors be used? 

Subcontractors can be hired by the lead ad or PR agency when the agency doesn’t have the in-house expertise 

or resources to manage and execute a certain part of the contract. The lead agency shouldn’t subcontract 

major pieces of the campaign, but it may be difficult to find one agency that can meet all the needs detailed in 

the state’s RFP. By subcontracting, a strong lead agency can do what it does well and can manage the work of 

the subcontractors without executing the work themselves. Common examples are subcontractors who have 

expertise in communication with special populations, media-buying firms, PR agencies, and research firms, as 

long as they’re not conducting research to evaluate the effectiveness of the lead agency’s outputs. 

Subcontractors often report directly to the lead agency rather than the state health department, so their work 

is funneled through the lead agency. However, in some cases, it’s important to have the subcontractors interface directly with the state, so the state can more easily assess the expertise they bring, ask questions, and 

develop a positive working relationship with them. In addition, it may be beneficial to structure the contract so 

that, in the event you aren’t satisfied with the work, you’re able to replace the subcontractor without having to 

issue a new RFP. 

4. What size should the agency be? 

There’s no ideal size for an agency. The state must decide whether a large agency or a small agency better 

meets its needs. One advantage of small agencies is that you may be a large client to them, and if so, you’ll get 

plenty of their attention, including significant involvement from personnel in upper management, who are 

typically the most seasoned members of the agency. If you select a very large agency, the agency’s best people 

may not be assigned to your account, and personnel in upper management may not have time to spend on 

Appendices
404 Appendices 

your campaign. One advantage of large agencies is that they often have more internal resources. More of the 

important functions (e.g., account planning, media planning and buying, and research) are in-house, so 

they’re more directly available to you as the client. A large agency may also have a longer history and thus may 

have more experience in advertising and marketing. In addition, large agencies tend to be more stable, 

because they’re less vulnerable to economic upturns and downturns. Many states select an agency that has 

sufficient billings and internal infrastructure to do quality work but is small enough to consider the state’s 

account an important one. 

5. Is an agency’s connection with the tobacco industry acceptable? Should disclosure 

statements be required during the RFP process? 

The acceptability of hiring an agency that has connections with the tobacco industry is controversial. One 

view is that no links to the tobacco industry should be allowed, so even agencies owned by a company that 

does business with a tobacco company subsidiary should be prohibited from competing for a contract. The 

contention is that any links to the tobacco industry may compromise the quality of the agency’s work, because 

the agency will have a more important “master” to serve (i.e., management of the tobacco company). Another 

concern is that confidential tobacco control information that is shared with the agency could find its way into 

the hands of the tobacco industry. 

A different viewpoint is that if the links to the tobacco industry are weak (e.g., a subsidiary connection), the 

agency should be allowed to compete for a contract. The argument is that if the criteria are too restrictive, the 

health department or another lead state agency could rule out some of the best-qualified communication 

firms. Many of the top firms have some loose connection with the tobacco industry, because of the industry’s 

breadth of products and businesses. This view proposes that if the state sets high expectations for the agency 

(e.g., in a performance-based contract) and the agency performs well, the contract should continue. If the 

agency doesn’t perform well or if the state suspects that agency staff are not giving the campaign their best 

efforts, the contract should be terminated. 

Another consideration is how audiences will perceive your campaign if it’s known that the agency you chose 

has ties to the tobacco industry, however loose they may be. You may want to determine in advance whether 

your campaign messages will be credible to your audience and how your legislators may respond. 

Disclosure statements should be required of all agencies bidding for work on the state’s counter-marketing 

campaign, so RFP reviewers have knowledge of any affiliation with the tobacco industry and can assess it 

appropriately. In addition, it’s common practice to include in the contract with the ad agency a prohibition 

against accepting tobacco industry business while the agency is under the state contract. You must define 

what is meant by “accepting tobacco industry business.” 
Appendices 405 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

6. How heavily should experience with government programs be weighed? How important 

is experience with pro bono or public service programs or with campaigns related to 

health issues? 

The experience of an agency with government or public service programs should be considered in the RFP 

selection process. However, the most important strength that an ad or PR agency can bring to a contract is the 

ability to develop and execute effective communications. 

Experience working with the government is important because agencies must understand that the government 

doesn’t behave like most for-profit clients. State health departments are subject to many rules and administrative policies that must be followed. If an agency doesn’t understand the constraints the state has, it may have a 

slower start, may not take into account these constraints in terms of planning timelines, may not involve the 

necessary people in decisions, and may become very frustrated by a system that is unfamiliar to its staff. 

Pro bono experience may be considered important for at least two reasons, although neither of these reasons 

should make it a priority criterion for awarding a contract to an ad or PR agency. The first reason is philosophical. Pro bono experience may show the agency’s level of commitment to serving the community, not just profiting from it. The second reason is based on expertise. Pro bono work may give an agency experience working 

on issues relevant to tobacco control (e.g., youth drug use, gambling addiction, or referendum campaigns). 

Agency staff may gain perspective to help them better understand how to approach prevention of youth 

tobacco use, smoking cessation in adults, or reduction of exposure to secondhand smoke. 

Experience with a public service campaign may be important for the same reasons. In addition, if an agency 

has been able to secure free media placements for public service announcements, the staff may have expertise 

in getting the most media placements possible with limited or no funds. They may also have good relationships with media outlets and experience in acquiring bonus weight for media placement. 

Experience in a campaign related to health issues may give the agency insights into ways to approach the 

health issue of tobacco use. The task of influencing people to change behaviors related to tobacco use can be 

extremely challenging, and experiences addressing other types of behavior change to improve health may be 

applicable. In addition, such experience may make an agency more familiar with the workings of health 

organizations and government agencies that focus on health issues. 

Agencies bidding on a contract must do more than include in their proposals the names of campaigns they 

have worked on pro bono or with health organizations or government agencies. They should also be required 

to elaborate on how they developed and implemented the campaign(s), including the approaches they used; 

the insights they gleaned that helped them to create persuasive communications that had impact; the media 

vehicles used and why; and the results of the campaign(s). 
406 Appendices 

Other RFP Issues 

1. If an ad is produced by an agency, but the creative (the ad agency person whose job is to 

develop ideas for advertisements) who designed the ad leaves the agency and is hired by 

another agency, can the ad be used as an example of the former agency’s work, the work 

of the person who designed it, or both? 

There’s no clear answer to these questions. Agencies and agency personnel who produce creative materials 

will make individual decisions about which ads they’ll show as examples of their work. A good ad or ad campaign comes from both the individuals who create it and the whole agency. The individual Creatives will come 

up with the ideas, but the management always reviews the work and provides input to it. If an agency or an 

individual includes ads as examples in a proposal, you can ask questions about the ads to determine how 

involved they were in the development process and how much of their own thinking went into the ads. 

2. What are the advantages, disadvantages, and logistic considerations of using a 

performance-based contract for the agency? How should such a contract be structured? 

Performance-based contracts with agencies have been used by several states and by the American Legacy 

Foundation as a way to increase the accountability of the ad agencies, keep them focused on the bottom line 

of desired outcomes, and challenge them to achieve aggressive objectives. A performance-based contract can 

be developed in several ways. In the RFP, you can ask the prospective agencies how they would propose constructing the compensation package, including any performance-based elements. This request will heighten 

their awareness that you’re considering a performance-based contract, and it will give them an opportunity to 

share with you methods that have worked well with other clients. You should also ask some of the states and 

organizations that have used performance-based contracts for information, such as the wording they used 

and what changes they would make if they awarded a performance-based contract again. Typically, a compensation level is established for the work provided and the performance-based aspect allows the agency to earn 

additional compensation if the previously established objectives of the campaign are achieved. For example, 

the agency might be able to earn 5% more if the campaign achieves the objectives or perhaps 5% less if none 

of the objectives are achieved. 

The downside to performance-based contracts is that they don’t have the flexibility to take into account special circumstances. For example, the objectives may have been set too high in the face of a difficult political 

environment and lack of support from the legislature or the governor. On the other hand, the objectives may 

have been appropriate when the campaign started, but they didn’t take into account other tobacco control 

efforts that would help the campaign to accomplish its objectives, so their achievement became too easy. The 

use of absolute measures to gauge success, and thus compensation, doesn’t always take into account the 

volatility of the environment in which a campaign operates. 
Appendices 407 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

3. What questions should be asked to determine levels of expertise in media planning and 

media buying? 

Most state planners of media campaigns have limited expertise in the technical area of media planning and 

media buying. However, questions can be asked, either in the RFP or in an oral presentation, to determine an 

agency’s philosophy and level of expertise in media planning and media buying. Here are some of the issues to 

address in the questions: 

•	 Level of experience in securing bonus time for media placement and examples of success in securing 

media placement at low costs 

•	 Expertise in media buying in diverse media outlets (e.g., television, radio, outdoor, print, and the 

Internet) 

•	 Strategic thinking related to which media outlets, times of the day, and programs would be most 

appropriate for each of the campaign’s target audiences 

•	 The reach, frequency, and duration of media presence required to achieve the campaign’s awareness 

levels, and belief, knowledge, and attitude changes 

•	 Examples of clients for whom the agency has purchased media 

•	 Experience in selecting and buying media placements in all the state’s counties, not just in the big 

media markets 

The agencies submitting proposals should also clearly state whether they have the ability in-house to plan and 

buy media or whether they subcontract that work to outside experts. 

4. What are the advantages and disadvantages of creating a “brand”? Should bidding 

agencies be asked to provide their thinking on a brand for this campaign? 

Some states and organizations choose to develop a brand for their campaign; others choose not to develop a 

brand. This decision should be based on the campaign’s goals. If you think that having a recognizable label, 

identity, or badge to tie your campaign together and help your target audience develop an allegiance to your 

movement will help to achieve your goals, you should consider developing a brand. However, if you think your 

campaign’s ads should independently communicate strong messages and convey a sense of pervasiveness 

without being attached to an institution or organization, then a brand probably won’t serve you well. For 

example, if the goal is to reduce exposure to secondhand smoke, there may not be a strong reason to develop a 

brand, as long as the advertising messages are clear and compelling. However, if the goal is to reduce youth 

cigarette smoking by replacing that “badge” with another one, you may choose to develop a brand to associate 

with a nonsmoking lifestyle. As a result, youth may choose to wear attire with your brand, assuming that it’s 

cool, rather than choosing to pick up a cigarette when they’re with their peers. 
408 Appendices 

Developing a brand isn’t easy. A brand needs to be clear, recognizable, and meaningful and must have positive 

and desirable connotations among the target audience. It must represent something with which the target 

audience wants to associate or identify themselves.Those criteria are challenging to achieve. The downside is 

that if you don’t achieve one or more of these criteria, your effort may have no impact, or worse, your effort 

may backfire by causing the target audience to reject or make fun of your brand. It’s easy to see the attraction 

to brands like Nike, Coke, or Britney Spears, but it’s important to realize that for every brand that becomes cool 

or desirable, there are many, many more that are not considered cool or desirable at all. 

Depending upon your campaign goals, target audience(s), and budget, you may want to ask the bidding agencies to develop and present ideas for branding, including whether or not they think branding would help or 

hinder achievement of the campaign’s goals. 
Appendices 409 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 6.3: Elements of a Creative Brief
 

Purposes of a Creative Brief 

The creative brief includes key information gleaned from formative research and translates these research 

learnings into direction for the advertising agency creative staff (creatives) to develop communication 

materials. It serves as a link between the research and the creative process. The creative brief also helps 

bring everyone involved into alignment before development of materials begins. Once the individual(s) with 

responsibility for making the ultimate decision about creative materials has approved the creative brief, 

materials development can begin. 

Elements of a Creative Brief 

Below is a description of the most common elements included in a creative brief. There are many ways to 

design a creative brief, and different organizations and agencies will use formats that include some (or all) of 

these elements. 

Project Description and Background 

The specific assignment for the agency’s creatives. This section provides key background information and 

short-term tactical thinking to help bring the long-term strategy to life in the target audience’s current 

environment. The assignment might be a broad assignment such as the following: 

•	 Develop comprehensive introductory advertising for a new program designed to reduce exposure 

to secondhand smoke. 

•	 Develop a public education campaign designed to spur individual and community action to 

reduce young people’s access to tobacco products, especially by building support for local 

enforcement efforts. 

The assignment might also be as specific as the following: 

•	 Develop a new television advertising execution (sometimes called a “pool-out”) for a campaign 

in progress. 

•	 Create ads for billboards to supplement existing TV and print ads. 

Description of the Target Audience 

Identification of the target audience you want to reach. Examples of target audiences include the following: 

•	 Restaurant owners who smoke 

•	 11- to 15-year-old nonsmokers 

•	 African-American adult male smokers 
410 Appendices 

• Family members of smokers 

• Policy makers 

Target Audience Insights 

Descriptive details about the target audience. This should include specific information about demographics, 

lifestyles, psychographics, and other characteristics of the target audience that help the creatives develop 

materials appropriate for this audience. Creative materials are most persuasive when based on one or more 

insights into target audience beliefs or practices related to the concept, product, attitude, or behavior being 

addressed. These target audience insights can be positive or negative. They are the foundation for building the 

content of communications materials. 

One example of a target audience belief that might influence the creation of advertising executions encouraging youth not to smoke is that youth are more afraid of living a life of pain and physical problems as a result of 

smoking than they are afraid of dying from smoking, because their perception of death is vague and abstract. 

Goal(s) 

What you want the target audience to do as a result of hearing, watching, reading, or experiencing the communication. Examples include the following: 

• Increase knowledge about tobacco industry marketing practices 

• Change attitudes about exposing other people to secondhand smoke 

• Support policies restricting smoking in public buildings 

• Enter a smoking cessation program 

Obstacles 

Beliefs, attitudes, values, behaviors, or environmental factors that prevent the target audience from adopting 

the desired attitude or behavior. The obstacles are what stand between the audience and the desired attitude 

or behavior. Examples include the following: 

• Lack of knowledge of the harmful effects of secondhand smoke 

• The belief that smoking is not harmful if one smokes only occasionally in social settings 

• Tobacco industry financial support of community organizations 

• Smokers’ belief that they must quit on their own without getting help 
Appendices 411 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Key Promise/Key Benefit(s) 

Statement of the key benefit(s) or reward(s) (including emotional benefits, if appropriate) that the audience 

will experience for adopting the desired attitudes or behavior. The key benefit is something that will make 

changing to the desired attitude or behavior worth it for the audience. Examples include the following: 

•	 Ability to live long enough to see one’s children grow up 

•	 Saving oneself from great pain and suffering caused by smoking-related disease/illness 

•	 Being a good parent by protecting one’s children from secondhand smoke 

Statements of Support or Reasons To Believe 

A statement of support, a reason to believe, or evidence that adopting the desired attitudes or behavior will 

result in gaining the key benefits. These statements should be compelling enough to overcome the obstacles. 

Examples include the following: 

•	 Sharing the fact that smokers who quit live an average of 15 years longer than smokers who continue 

smoking throughout their lives, and showing middle-aged and older nonsmokers enjoying life with 

their children and grandchildren 

•	 Showing a credible portrayal of someone who became ill from smoking and revealing how difficult 

that smoker’s life became 

•	 Persuasively communicating the fact that children in households where smoking occurs inhale the 

same poisons as the smoker 

Brand Character 

Description of the brand’s image or qualities designed to appeal to the target audience (e.g., nurturing and 

helpful, strong and powerful, credible and trustworthy, or rebellious and independent). Because many tobacco 

counter-marketing campaigns are not based on a brand, this section is often not included in a creative brief. 

Copy Strategy 

A short paragraph developed to succinctly summarize what the advertising needs to achieve, including who 

the advertising is directed to, what action is desired, the key benefit(s) of taking that action, the reason(s) to 

believe that benefit will be realized if the action is taken, and the brand character (if relevant). The format of a 

copy strategy might be something like, “The television ad will convince A (target audience) to do B (desired 

action) because they will believe that doing so will provide them with C (key benefit). The reason to believe 

will be D.” 
412 Appendices 

Tone 

The feeling that the materials will convey (e.g., authoritative; positive and encouraging; heart-wrenching; 

supportive). 

Media Channels/Vehicles 

Media vehicle(s) for which creative materials will be produced (e.g., TV spot, radio spot, newspaper ad, 

billboard, transit ad, Web site, brochure, educational video). 

Executional Considerations/Creative Considerations/Mandatories 

Specifics that the materials should or must contain. Examples include the following: 

•	 Materials may need to be easily adaptable for local or national use; therefore, references to names 

of specific towns or states should not be included. 

•	 Materials must not alienate adults even though teens are the primary audience, because adults will 

be exposed to the materials as well. 

•	 The TV advertising must include a five-second tag at the end with the quitline number. 
413 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 6.4: Creative Brief, Florida
 

Creative Brief 

This briefing document is intended to give direction and inspiration to creative. It is the beginning of 

the process, meant to initiate the dialogue that is an ongoing part of the development of the work. 

It is a guideline. 

Client 

Florida Dept. of Health 

Product 

“truth” TV campaign 

Date 

6/9/00 

Why are we advertising at all? 

(A brief outline of our client’s business situation and the problem/ 

opportunity this ad needs to 

address.) 

In an effort to keep the Florida Anti-Tobacco “truth” campaign fresh, 

we would like to produce 2-3 low-budget, teen TV spots before the 

end of the fiscal year (July 2000). Ultimately, the teens want to play 

an important part in delivering the “truth” message to their peers 

through our TV spots. 

What’s this advertising trying to 

do? 

(What can we realistically hope to 

accomplish by running this ad? Be 

clear, be realistic, and if there’s more 

than one objective—prioritize.) 

By telling teens how the tobacco industry is manipulating them, we 

hope to continue to reduce tobacco use throughout the state of 

Florida. We want to give teens the knowledge of how the tobacco 

industry is manipulating them by portraying smoking as glamorous 

and smokers as attractive and appealing. Teens need to make their 

own decisions about whether or not they want to smoke. They need 

to control their own lives. We want to de-legitimize the tobacco 

industry and de-glamorize smoking. 

Whom are we talking to? 

(Imagine you’re at a party and you 

run into someone from our target 

audience. Describe him or her.) 

(Whom are we not talking to?) 

Teen target audience (12-17 year old males and females). Teenagers 

aspire to be older, so if we want to reach these teens, we must target 

the 25 year olds. 

What do we know about our target audience that will help us? 

(What is the relationship between 

these people and our product? How 

does it fit into their lives, how would 

their lives be different without it? 

What kind of language do they use 

to describe our product?) 

Teens have the need to rebel, take risks, fit in/be liked, be independent, express themselves as individuals and feel respected. The major 

force behind these needs is for teens to feel in control of their lives, 

behaviors, their look, whom they choose to be friends with, and 

where they choose to hang out. Tapping into teens’ need to rebel, 

the campaign should continue to depict tobacco use as an addictive 

habit marketed by an adult institution. 

Continues 
414 Appendices 

Appendix 6.4: Creative Brief, Florida (cont.)
 

Client 

Florida Dept. of Health 

Product 

“truth” TV campaign 

Date 

6/9/00 

What’s the main thought we need 

to communicate here? 

(Thought, not thoughts. The one 

thing we want them to take away 

that will change their behavior. This 

is the phrase that matters. It should 

be concise yet meaningful. Think of 

it as a billboard for the creatives.) 

The tobacco industry uses deceitful, manipulative and dishonest 

practices to hook new users, sell more cigarettes, and make more 

money. We need to expose these lies and give teens the choice to 

make up their own minds about smoking. 

Why should they believe this? 

(What support do we have to show 

that the “main thought” matters? 

Relevant facts and information 

based on both the rational and the 

emotional are welcome here. Attach 

detail of this support if it will assist 

in creative development.) 

Tobacco companies have, for years, worked to target and manipulate teens into smoking. They see teens as potential life-long customers. To date, “truth” has worked to replace the role tobacco plays 

in the lives of these teens and fulfill their needs. 

What’s the best way of doing this? 

(Is it: a slice of life, soft sell, case histories, animated? Tonality? Give a 

few executional suggestions. With 

the emphasis on suggestions.) 

To compete with the tobacco industry advertising, we need ambitious, hard-hitting, in-your-face executions. We need to continue to 

portray teens as rebellious activists with a sense of humor who are 

willing to expose the hypocrisy of adult institutions. We can show 

that not using tobacco can be a more rebellious and cool act than 

using tobacco. 

Mandatories 

(Things that have to be seen or 

heard in the advertising. Not 

opinions, ideas, speculations or 

suggestions.) 

Develop scripts that include Florida teens in the spots (i.e., phone 

calls). 

The State has decided not to use the spots that were produced for 

the national Truth campaign (i.e., body bags, lie detector, etc.) 

because they do not want to run the risk of airing these spots and 

then having them pulled off the air. Additionally, the spots that feature teens going to the tobacco company offices also have legal 

implications (i.e., trespassing). 

Planning	 Approval 

Creative 

Client 
Appendices 415 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 6.5: Creative Brief, Centers for Disease Control and
 

Prevention and World Health Organization
 

STRATEGY PLATFORM 

CLIENT: World Health Organization and Centers for Disease Control and Prevention Project 

PROJECT: “How To Quit” TV—Revised 

DATE: 12/13/00 

BACKGROUND—what is the situation? 

The World Health Organization (WHO) and the Centers for Disease Control and Prevention (CDC) with other 

health organizations are committed to tobacco use reduction; making it a priority over the next three years. 

The goal is to reduce the use of tobacco products, thereby reducing preventable disease and death. Globally, 

four million deaths a year are attributed to tobacco use. If tobacco use continues, unchecked, this death rate 

is projected to rise to 10 million deaths annually by 2030. By 2020, 70% of tobacco-related deaths would be in 

developing countries. Most of the future tobacco-related deaths over the next 50 years will be those of adult 

smokers smoking today; thus governments concerned about making health gains for their citizens can make 

a significant advance by encouraging and helping adult smokers to quit. 

As part of the commitment to tobacco use reduction, quit tools need to be provided to countries to assist in 

the fight against tobacco. As mentioned, WHO and CDC are working with other partners to develop a TV spot 

that educates smokers on “how to quit.” There are many tools to aid quit attempts and it often takes more than 

one attempt to succeed. 

Historically, public service announcements (or paid media TV spots) on tobacco have focused on the health 

risks of smoking—both for active and, more recently, passive smokers. While this remains important, in many 

countries the vast majority of smokers are now aware of these risks; stating that they want to quit and have 

tried to quit several times in the past. Unfortunately, however, the vast majority of smokers try to quit unaided, 

without any support (behavioral or pharmacological), despite the fact that such treatments are available and 

have been clinically proven to significantly increase success rates. Therefore, there is also a need to educate 

smokers that effective treatments do exist, that going it alone is the least successful way of quitting and to 

encourage them to seek out and use such treatments. 

COMPETITIVE FRAMEWORK—whom are we competing against? 

General Overview 

The tobacco companies continue to sell tobacco and their advertising hasn’t changed to include the health 

risks or addictiveness associated with cigarette smoking. Other than the mandated warning labels specific to 
416 Appendices 

each country (each country has their own tobacco regulations) and any other enforced mandates, the 

industry does not disclose information about the health consequences in any of their marketing. The 

industry continues to expand around the world, in developed and developing countries. 

Specific to Quit Attempts 

In the context of helping smokers to quit, the competitor is “Cold Turkey”—the least effective, but most 

commonly used means of quitting. 

OBJECTIVES—what are we trying to accomplish? 

•	 Overcome the perception that the best way to quit is to go it alone. 

•	 Get smokers to think about quitting with help; reinforce that quitting isn’t easy and it’s okay if success 

isn’t achieved the first time. 

TARGET—whom we want to connect with (include demographics and psychographics): 

Adult smokers 18–49 

Smokers’ thoughts/behavior on quitting are varied: 

•	 Some are in denial that they are addicted and that they can’t quit—they feel they can quit whenever 

they are ready to. 

•	 Some are ready to quit now but still may not realize they need help to succeed. 

•	 Others feel the only way to quit is cold turkey. They are not receptive to help because they feel they should 

do it alone. Even if they have tried to quit before and have failed, they still feel that it’s their own responsibility to quit. They want to be in control. Accepting help shows weakness and lack of control. 

CURRENT RESPONSE—what the consumer would say about the brand and/or offer before advertising: 

I know I need to quit; when I am ready I’ll do it on my own. 

DESIRED RESPONSE—what we want the consumer to say after the advertising:
 

I know quitting is hard and I do need help; getting help doesn’t diminish my accomplishment of quitting. 


KEY SELLING MESSAGE 

Don’t quit alone; seek out help to improve your chances of success. 

MOTIVATING SUPPORT POINTS—why should the consumer believe us? 

•	 Cigarette smoking is addictive and it’s hard to quit. Success doesn’t happen overnight. With help, 

it could be achieved sooner. Quit tools to consider: quitlines, pharmaceutical products, cessation 

programs, and web sites. 
Appendices 417 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

•	 Being in the right mindset is crucial (wanting to quit) and having the willpower is critical but getting 

help will significantly increase chances of success. 

•	 Smokers have a tendency to get discouraged if success isn’t immediate; they need to feel this isn’t 

a reflection on them as a person. They need to know it’s okay to attempt more than once before 

success is achieved. 

Additional support points should be specific to the tags for pharmaceutical products or quitline support. 

For countries that don’t have either of the above, their tags could contain a more emotional message, such 

as a point about how much your family cares about you and wants you to succeed in quitting—needs to be 

discussed further. 

TONE 

Understanding and Encouraging 

EXECUTIONAL CONSIDERATIONS—media/timing, unit sizes, budgets, other client directives 

•	 One :30 TV spot - :25/:05 split – 25 seconds dedicated to message and 5 seconds dedicated to call-toaction. Once in the creative process, the second split will more accurately be determined—the tag 

may need 10 seconds especially when the support points are clarified and confirmed. 

•	 Individual tags (the 5 or 10 seconds) highlighting quitlines, web sites, cessation programs, pharmaceutical products so people know what “quit tools” are available and where to find them. 

•	 Translations to be considered being executed by individual countries to ensure appropriate 

dialect/language. 

•	 The organization’s name to be included and will change by country. Each country will be responsible 

for inclusion when translations are done (need to discuss this portion further). 

•	 Due to countries not being identified at this point and the fact this spot needs to globally applicable, 

the creative concept may need to be more visual and less talent heavy. This will be determined once 

creative development begins. 

•	 Budget: (not confirmed) 

•	 Timing: Available the week of May 7, 2001 
418 Appendices 

Appendix 6.6: Creative Brief, Centers for Disease Control 

and Prevention 

CDC/OSH Parenting Project 

Creative Brief 3/24/00 

Target Audience: 

Less-involved parents with children ages 7 – 11 yrs. 

Secondary Audience: 

Less-involved parents with children ages 0 – 6 yrs. 

Less-involved parents with children ages 12 – 18 yrs. 

Key messages: 

You have time to spend with your kids. 

Here’s how (tactics). 

Promise: 

Increased parent/child interaction will help establish protective barriers against future drug and tobacco use. 

Better communication with your child. 

Call to Action: 

Talk/spend time with your child. 

Content: 

Activities and/or tactics that parents can do, with minimal effort or time, with their children. 

Model desired behavior: parent/child interaction and communication. 

Tone: 

Fun, Simple, Casual and Friendly 

Creative Considerations: 

Television Commercial 

Print • Newspaper: TV Guide Section 

• TV Guide Magazine, regional 

• Fast Food Tray liners 

• Work Posters 

Radio – drive time 

Testing: 

Concept tested in focus groups (2). 

Materials tested in 1-on-1’s and with states. 

Distribution: 

Via CDC - through state anti-tobacco programs. 
Appendices 419 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 7.1: Sample Advertising Comment Organizer 

Understand 

•	 Do you understand the layouts? What’s happening in the storyboards? In the print ad? In the 

outdoor ad? 

•	 Do you understand the ad agency’s recommendation, if one was made? 

Evaluate 

Think about these questions for each creative execution. 

•	 What is your overall reaction? Consider each entire ad. 

– Does it have stopping power? 

– Is it a fast read? 

– How would you react as a member of the target audience? 

– Is it relevant? 

•	 Is it on strategy? If the strategy is clear and decisive, this question can be answered promptly. 

•	 What is your reaction to the key executional elements of the ad? 

– Does it clearly communicate the key benefit? 

– Are the visuals and language provocative? 

– Is brand identification sufficient if that is a goal? 

– Is the setup or layout simple and clear? 

•	 Are there any more details that should be considered at this time? Distracting visuals? Controversial 

elements? Be especially selective with any comments in this area so that you focus only on important 

details. 

Communicate 

Now it’s time to organize your thoughts and communicate them to the agency clearly and positively. Test each 

comment in your mind to make certain it’s necessary and constructive. 
Give the agency your overall evaluation of the advertising and state whether you agree or disagree with its 

recommendation of which creative execution(s) to further develop. 

Then deliver your specific comments, making sure the agency knows how strongly you feel about each comment. State specifically what you like and why, as well as what you don’t like and why. Focus on important 

issues rather than feeling that you must address every detail. 

•	 Strategy issues, if any 

•	 Overall issues 

– Engagingness/stopping power (the ability to attract and keep audience attention) 

– Simplicity and clarity 

– Relevance 

– Convincingness 

•	 Issues with key executional elements 

•	 Comments about details (if they are important to the ad’s potential effectiveness) 

Overall Considerations 

•	 Remember, you’re not the target. The target audience doesn’t have your knowledge base or experience, so what may be obvious to you may not be obvious to them. 

•	 Don’t try to say too much. You may be tempted to put a lot of copy points in an ad. Don’t! Try to stick 

with communicating one main message. The more focused you are, the more likely that target audience members will take away the key point. Remember that you’re competing with all other advertisers for the audience’s attention. 

•	 Keep your production budget in mind, but remember that the quality of the final ad (production 

value) does matter. Don’t select an advertising execution you can’t afford to produce, or it will look 

“homemade” and may be viewed as inferior or unprofessional to the audience, compared with other 

broadcast, print, or outdoor ads. 

•	 Take a chance. Sometimes you need to take a leap of faith to create break-through advertising. Use 

your instincts. Everything you do won’t be perfect, but if you always err on the side of “being safe,” 

your work will likely reflect that attitude and ultimately won’t be as effective as it can be. 

420 Appendices 
Appendix 7.2: Sample Storyboard—“Carnival”


A locked off shot of a carnival target shooting game.Instead of the usual duck that goes back and forth,the target is a cigarette.

Into the frame, rubber-suction-tipped darts are beingshot at the cigarette. At first, the cigarette just moves back and forth like a duck target would. As some of the shots get closer the cigarette 

dodges out of the way. All the shots miss. 

Suddenly a huge rubber-tipped dart (the size of a plunger) fliesinto frame and not only hits the cigarette...

VO: Unless, of course... 

but rips it from its stand and pins it to the wall behind thegame.VO: you have help. 

ARTCARD: For help quitting, call XXX-XXXX. 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 421

Appendix 7.3: Sample Storyboard—“Drive” 

VISUAL: A man and woman are driving

down the road. Not giving it any thought, themale passenger lights a cigarette in the car. 

VISUAL: Female driver looks over at lit

cigarette, scowls slightly, and purposelyveers car off road... 

VISUAL: ... flies through a ditch... VISUAL: ... and heads straight towards a tree. 

VISUAL: Male passenger is petrified.

MAN: What are you doing!?WOMAN: (Calmly) You’re endangering mylife...just returning the favor. 

VISUAL: Car safely veers back onto road. ART CARD: Last year, 53,000 people died

from secondhand smoke. 

ART CARD: We all have a good reason to

quit. What’s yours? 

422 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 8.1: Sample Printed Campaign Newsletter 

Continues 

Appendices 423 
Appendix 8.1: Sample Printed Campaign Newsletter (cont.)


424 Appendices 
Appendix 8.1: Sample Printed Campaign Newsletter (cont.)


Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Continues 

Appendices 425 
Appendix 8.1: Sample Printed Campaign Newsletter (cont.)


426 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 8.2: Sample Online Newsletter 

Online Tobacco-Free News 

Current information for the Wisconsin Tobacco Control Program 

Issue #28 

March 7, 2002 

This update has been brought to you by the Tobacco Control Resource Center for Wisconsin (TCRCW). 

Funding is provided by the Wisconsin Tobacco Control Board. Submissions to Online Tobacco-Free News are 

welcome. E-mail Emi Narita at enarita@facstaff.wisc.edu. 

Table of Contents 

Save the Date: April 18 & 19, 2002. The Statewide Tobacco Control Conference in Madison, WI 

Theme: Taking Tobacco Control into the Future - Protecting the Investment 

1) Maternal Smoking and Low Birthweight Data by County 

2) FACT Introduces FACT Field Guru, Adult Advisory Panel 

3) Smoke in Workplace Divides White and Blue-Collar Employees 

4) The Burden of Tobacco in Wisconsin 

5) Show Us the Money: An Update on the States' Allocation of the Tobacco Settlement Dollars 

6) New Items from the Tobacco Control Resource Center 

7) Thomas T. Melvin Youth Program Will Launch a Campaign to Promote Media Literacy 

8) Evaluation Resource for Coalitions 

9) 2002 National Conference on Tobacco or Health 

10) State Budget Update 

More information about these topics can be found at the TCRCW web site: http://www.tobwis.org 

Appendices 427 
1) Maternal Smoking and Low Birthweight Data by County 

The Wisconsin Department of Health and Family Services publishes local data on infants and pregnant 

women. The Infants and Pregnant Women Report - 2000 has information on the number of low birthweight 

babies to mothers who smoked during pregnancy. Data is available for individual counties, selected cities, 

the five public health regions, and the state as a whole. On the same web page, you'll find the 1999 Public 

Health Profiles with local data on natality (such as smoking status of mother), drug-related problems, 

injuries, and much more. http://www.dhfs.state.wi.us/localdata/infantspgwomn/START.HTM 

2) 	 FACT Introduces FACT Field Guru, Adult Advisory Panel 

Luke Witkowski is the new Field Guru for FACT, the youth movement to fight corporate tobacco. He will 

attend coalition meetings to discuss FACT and work directly with the FACT members on their activism 

efforts. He has already traveled to many areas of the state to talk about FACT and provide support - now he 

wants to come to your coalition. To reach Luke, call him at 715-344-8206. The Nixon group has put together 

a guide for coalitions: Providing Effective FACT Support, The Coalition's Role. It can be downloaded from 

the tobwis web site: http://www.tobwis.org/media/coalitionrole_FACT.pdf (PDF file) In addition, a FACT 

Adult Advisory Panel has been created to support coalitions in their work with FACT. The panel will be 

made up of two to three coalition members from each region and will serve as a liaison between local and 

statewide efforts. Find out more at: http://www.tobwis.org/people/index.php (Go to "youth projects.") 

3) 	 Smoke in Workplace Divides White and Blue-Collar Employees 

Wisconsin employees are divided into two fairly distinct groups: blue-collar employees, subjected to secondhand smoke, and white-collar employees, who have clean air in their workplace, according to a study 

released this week by the University of Wisconsin's Monitoring and Evaluation Program. The study found 

that 40 percent of the workplaces that are traditionally considered blue-collar, allow employees to be 

exposed to secondhand smoke. This is compared to 13 percent of white-collar workplaces. The full report 

will be released in two weeks. More information on the press release: 

http://www.tobwis.org/media/WorkplacePress3_4.pdf 

4) 	 The Burden of Tobacco in Wisconsin 

Over 2,600 people in Wisconsin died of lung cancer in 2000 with 81 percent of those deaths attributed to 

cigarette smoking. Nearly 16 percent of all deaths in Wisconsin were attributable to cigarette smoking. The 

Burden of Tobacco Report describes the health and economic impact of cigarette smoking in Wisconsin. 

The summary of the report and press release is available at: http://www.tobwis.org/ Summary report: 

http://www.tobwis.org/media/BurdenFacts2_02.pdf (PDF file, 686 KB). 

428 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

5) 	 Show Us the Money: An Update on the States' Allocation of the Tobacco Settlement Dollars 

The full Jan. 2002 report on the State Tobacco Settlement is online at: 

http://tobaccofreekids.org/reports/settlements/ -- and interestingly, shows that Wisconsin has dropped in 

"Rankings of States by Level of Funding for Tobacco Prevention" from 13 down to 20 in one year. It may 

drop even lower with the state taking away the settlement money, but we won't know how or when it will 

be reported. The report, entitled "Show Us the Money: An Update on the States' Allocation of the Tobacco 

Settlement Dollars," was released by the Campaign for Tobacco-Free Kids, American Heart Association, 

American Cancer Society and American Lung Association. 

6) 	 New Items from the Tobacco Control Resource Center 

The Spring/Summer 2000 Tobacco Free List will be available in late March and will be available on our web 

site at: http://www.tobwis.org/resources/ Our staff mentioned to coalition members that we will give away 

novelty items such as key chains, rulers, and bookmarks, free of cost. This announcement was premature, 

since our supply of these specialty items is very limited. We will bring you samples of these items when we 

do outreach and give you a listing of places where these items can be ordered. We are sorry for any inconvenience. Emi Narita will help you find materials that the Resource Center does not have. Call her at: 608­

262-7469. Look for these new items on the Free List: 

TOBP015 "Butts Are Gross" 

TOBP016 "Licking an Ashtray" 

TOBP017 "Butts Are Gross" (Spanish) 

TOB049 Mind Over Matter: The Brain's Response to Nicotine (brochure) 

7) 	 Thomas T. Melvin Youth Program Will Launch a Campaign to Promote Media Literacy 

In mid-March, the Thomas T. Melvin Youth Tobacco Prevention and Education Program will launch a 

youth-led TV program and radio campaign to teach people about media literacy. The program will be packaged into a video and a B-Free curriculum that will be sent to all Wisconsin middle schools, as well as to the 

coalitions, the Wisconsin Tobacco Control Board members, and the regional public health offices. The curriculum will help youth explore issues introduced by the video, such as peer pressure and media tricks. It 

also raises issues implied by the theme of freedom from tobacco, such as addiction. Check out the new BFree web site: http://www.be-free.org 

8) 	 Evaluation Resource for Coalitions 

The Monitoring and Evaluation Program (MEP) has published a resource titled "Collecting Evaluation 

Data: An Overview of Sources and Methods". MEP has more specific evaluation resources, but this is a 

good starting point for doing evaluation. It will help you answer questions like: who will use the information and how? What will they or we want to know? The publication can be found at: 

Appendices 429 
http://cf.uwex.edu/ces/pubs/pdf/G3658_4.PDF This document can be downloaded, and there are bound, 

hard copies at UW-Extension. Other evaluation materials: 

http://www.uwex.edu/ces/tobaccoeval/manual.htm 

9) 	 2002 National Conference on Tobacco or Health 

November 19-21, 2002 • Hilton San Francisco • Call for abstracts deadline: March 25, 2002 

Submit your abstract online at http://www.tobaccocontrolconference.org 

The 2002 National Conference is looking for abstracts of presentations and workshops that will provide 

current scientific and practical information on effective tobacco control strategies and developments. All 

abstracts must be submitted online. 

10) State Budget Update 

Joint Finance voted on the budget yesterday. Like the Governor's proposal, the Republican plan uses 

the money the state will get from the tobacco settlement to pay for shared revenue. The Republican 

plan would shift $214 million from the tobacco endowment to the state's general fund. McCallum's 

plan would have used all the endowment. News article: 

http://wisconsinstatejournal.com/local/21684.html Budget Adjustment paper: 

http://www.legis.state.wi.us/lfb/2001-03BudgetAdjustment/Papers/1250.pdf 

Smoke Free Wisconsin and other partners will sponsor a training on how to "Develop Long-Term 

Relationships With Policymakers." Trainings will be held in each region beginning in March. More details: 

http://www.tobwis.org/events/ 

End Issue #28 

Send to Friends and Colleagues 

We encourage you to pass along this issue on Online Tobacco-Free News to your colleagues. If you received 

this issue from someone you know, and you wish to have your own subscription, please send a message to 

Emi Narita at enarita@facstaff.wisc.edu. 

Suggested citation: 

The Online Tobacco-Free News was reprinted with permission from the Wisconsin Clearinghouse for 

Prevention Resources/Tobacco Control Resource Center for Wisconsin. Funding was provided by the 

Wisconsin Tobacco Control Board. 

430 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 8.3: Sample Editorial
 

USA Today Editorial 

February 13, 2002 

Triple Threat to Teen Smoking 

States are suddenly lining up to hit the tobacco industry where it hurts, and teen smokers where it just 

might help — right in the wallet. 

In recent months, five states have raised cigarette taxes significantly, four of them to $1 or more per 

pack. Now, 18 more states, from Connecticut to New Mexico, are considering tax hikes, too, according 

to the American Lung Association, which releases its state tobacco report today. 

Tax increases are one of the most promising ways to deter smoking, especially among price-sensitive 

teens. When Oregon raised its cigarette tax 60% to 78 cents per pack in 1997, consumption dropped 

20% in the next two years. Among eighth-graders, smoking plummeted 30% in 1999, according to the 

Centers for Disease Control and Prevention. 

Typically, smoking deterrence is not the lure when states hike cigarette taxes. This year, just as in 2001, 

most states are driven by budget deficits. Cigarette taxes are simply a politically convenient target. 

If states were serious about public health, they’d use at least some of the proceeds to deter this deadly 

habit. Few do, even though teens are most likely to avoid cigarettes when states use a triple strategy: 

making cigarettes less affordable, less alluring and less available. That requires combining high-priced 

cigarettes with anti-smoking-ad campaigns and local programs to enforce laws against selling tobacco 

to minors. 

The trifecta works. California and Massachusetts, which used it, have seen the most sustained reductions in tobacco use in the nation. 

When states hike taxes without spending money to help their citizens quit smoking, they’re simply taxing 

the addicts of today. Worse, they stop short of keeping teens from becoming the addicts of tomorrow. 

© Copyright 2002 USA TODAY, a division of Gannett Co. Inc. 

Appendices 431 
Appendix 8.4: Sample Letter to the Editor
 

Tuesday, April 2, 2002 

Comments on today’s editorial and letters can be sent to The Guardian at letters@chg.southam.ca 

We must do more to help smokers 

Editor: 

Smoking has been well-established as harmful, not only to those who engage in it, but also to the health of 

those around the smokers. Smoking has great costs, not only in dollars to purchase the cigarettes, but also to 

health-decreased lung capacity, increased risks of cancer, smaller birth weight of babies, and a long list of 

other detrimental health effects. Smokers’ homes and clothes require increased cleaning time and energy over 

those of non-smokers. Those who work, live or happen to be passing though environments where smoking is 

permitted are at risk from the smoke. Families and the health-care system bear any costs of this addiction. The 

P.E.I.* Home Economics Association respectfully urges the government of P.E.I. to enact legislation to make all 

public spaces on P.E.I. smoke-free. Studies show this should lower the overall consumption of cigarettes. The 

government of P.E.I. has established a ‘Quit-Smoking Line’ (1-888-818-6300) to help smokers find cessation 

programs. P.E.I. and Islanders could only benefit from fewer people smoking. We also need to put increased 

resources into helping people quit smoking discouraging youth from beginning to smoke. Islanders would find 

it difficult to find someone who was happy to have started smoking or who was sad to have quit. What can we, 

as Islanders, do to lower the numbers of people smoking? Increased taxes, fewer places where smoking is 

allowed, subsidized or free smoking cessation programs, and counselling for lifestyle changes? We obviously 

have to do more than we are doing now. 

Shari MacDonald 

President, P.E.I. Home Economics Association 

* Prince Edward Island, Canada 

432 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 8.5: Sample Op-Ed
 

Pioneer Planet 

Published: Thursday, September 27, 2001 

VIEWPOINT State teens reaching peers with anti-smoking message 

BY JAN K. MALCOLM 

Guest Columnist 

Last month, teens from Minnesota’s teen-led Target Market campaign released survey results telling us that 

young people across the state are hearing Target Market’s anti-tobacco industry message. As a result, teen 

behaviors and attitudes toward the industry and tobacco use are changing—for the first time in more than a 

decade. The news from Target Market is an exciting sign that, after just one year, the campaign is doing precisely what Minnesota's youth designed it to do—reduce the number of underage smokers. 

The changes in attitude highlighted in the survey are important precursors to long-term reductions in youth 

tobacco use. If the trend continues, as we hope it will, it will be a real success story for the Target Market campaign and the state’s broader Youth Tobacco Prevention Initiative. 

When legislators and Gov. Jesse Ventura created the tobacco prevention endowment in 1999, they gave the 

Minnesota Health Department an important charge to use the resources wisely to produce long-term health 

gains for Minnesota’s youth. The stakes are high—in lives we can save and in future health care costs we can avoid. 

Our department took a very different approach from prior tobacco prevention campaigns. This time we 

empowered Minnesota youth themselves to lead a marketing effort that could speak credibly to young people 

about tobacco. That credibility requires that teens deliver the message peer-to-peer in their own voice, which 

is not always a voice adults understand. 

The survey results tell us that in just one year, Target Market’s edgy campaign has already successfully reached 

Minnesota kids. Ninety-three percent of Minnesota teens are aware of Target Market’s central message about 

the tobacco industry’s manipulation of youth. That’s an awareness level most consumer brands would envy. 

About three-quarters of the youth surveyed did not want to be targets of the tobacco companies, and more 

than half say they now feel they have the power to fight back and resist tobacco company marketing. 

Appendices 433 
Does the campaign really work? Will it lead to a long-term decline in Minnesota’s rates of youth tobacco use? 

We think it will, as long as the effort can be sustained over time. The survey results are an important first indication that youth smoking rates in Minnesota are on the decline. Compared to a survey conducted before the 

Target Market campaign began, the number of committed non-smokers increased by 20 percent in the past 

year, and the number of teens who said they might try smoking someday decreased by 25 percent. After more 

than a decade of significantly increasing youth tobacco use rates (which have been about 4 percent higher 

than the national average), the survey suggests the trend is on its way downward. 

Changing the social climate around tobacco use is the primary purpose of the Minnesota Youth Tobacco 

Prevention Initiative of which Target Market is a part. 

The Target Market campaign is the most visible part of these efforts, but statewide grants and grants to community coalitions working to help young smokers quit, making sure kids cannot buy cigarettes and providing 

education in schools are vital parts of what the Centers for Disease Control and Prevention recommend for an 

effective and comprehensive tobacco control program. Each strategy plays an important role in reshaping and 

reinforcing the attitudes our kids have toward smoking. 

The survey results indicate a phenomenal success for Target Market and the entire initiative. It tells those 

involved in Target Market and those working statewide and on the community level that their efforts are 

paying off. Our work, however, is far from done. 

The tobacco industry continues to spend millions each year on marketing its products in Minnesota. To reach 

the goal the Legislature and governor set for us to decrease youth smoking rates by 30 percent by 2005, we will 

have to continue to be aggressive, innovative and responsive to the evidence of what works. 

While the public health community is still David to the Goliath tobacco industry, the results from Target 

Market are exciting indications that these efforts can succeed. However, to turn these results into a sustained 

trend and long-term decreases in youth tobacco use, we must maintain our commitment to Target Market and 

all of the innovative, statewide strategies and community-based approaches we’re taking to decrease the number of Minnesota kids who use tobacco. 

We have an unprecedented opportunity to reduce the human and economic consequences that tobacco use 

has on our youth and our communities. When we succeed, it will be one of the best public health investments 

we’ve ever made. 

Malcolm is Minnesota commissioner of health. Contact her by e-mail at commissioner@health.state.mn.us. 

434 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 8.6: Sample Spokesperson Profile Sheet
 


If you are interested in serving as a spokesperson for the [INSERT NAME OF PROGRAM], please complete the 

form below. 

The information will be shared with members of the [NAME OF PROGRAM] media subcommittee and [NAME 

OF PR FIRM] public relations firm. A special spokesperson kit containing key talking points, background information, a full press kit about [YOUR STATE]’s tobacco settlement – as well as public speaking guidelines – will 

be sent to each spokesperson when asked to speak. 

Name: _________________________________________________________________________________ 

First Middle Last 

Title: __________________________________________________________________________________ 

Organization: __________________________________________________________________________ 

Address: _______________________________________________________________________________ 

_______________________________________________________________________________ 

Telephone: Business: ______________________ Home: ___________________________________ 

Pager: ________________________ Cellular: __________________________________ 

Fax: _________________________ E-mail: ___________________________________________________ 

Gender: ❑ Male ❑ Female Year of birth: ______________________________ 

Ethnicity: ❑ African American 

❑ Asian American 

❑ Caucasian 

❑ Hispanic/Latino 

❑ Native American 

❑ Other _____________________________________ 

(please check one) 

❑ I can speak on behalf of my organization 

❑ I can speak as a private citizen 

(please check one) 

❑ I am available to speak to broadcast media or newspaper editorial boards. 


I will need ____ days lead time. 


❑ I have limited time to speak. Please call me to check my availability. 

❑ You can sign my name to a letter to the editor for a local newspaper. 

Appendices 435 
Spokesperson Profile (page 2) 

Topics that I can speak on: (check as many as apply) 

❑ Medical information about health risks associated with tobacco use 


____ general ____ pregnant women ____ smoking and children 


❑ Statistical data about tobacco use in [STATE] 

❑ Personal testimony about the impact of tobacco product use 

❑ Youth perspective about the impact of tobacco use 

❑ Minority communities and the impact of tobacco use 

❑ General information about tobacco settlement monies and the importance of prevention, cessation, 

and education programs 

__________________________________________________________________________ 

__________________________________________________________________________ 

Briefly describe your public speaking experience: 

Name(s) of your local community newspaper. Describe any relationship or experience that you 

have with the paper. 

1. ________________________________ 2. ____________________________________ 

3. ________________________________ 4. ____________________________________ 

TV/radio/news talk show in your area: Name of show: _______________________
 


Host: ____________________________ Phone: _______________________________
 


Name of your U.S. congressional delegate: ____________________District: ______ 

❑ know very well 

❑ know marginally 

❑ do not know 

Name of state senator:________________________________________District: ______
 


____________________________________________❑ know very well
 


❑ know marginally 

❑ do not know 

Name of state representative: ________________________________ District: ______ 

❑ know very well 

❑ know marginally 

❑ do not know 

If you have additional questions about this form, please call [NAME] at [PHONE NUMBER]. 

Please fax this form to [CONTACT NAME] at [FAX NUMBER] by [DATE]. 

436 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 8.7: Sample Pitch Letter
 


(Type pitch letters on your organization’s letterhead. Adapt to reflect local data before sending to a reporter. Use to 

introduce an idea, to make an interview offer, or as a cover sheet for additional information that accompanies 

the letter.) 

[DATE] 

Dear [NAME OF NEWS DIRECTOR or REPORTER], 

Every day, more than 2,000 of our American youth become regular tobacco smokers. Roughly 28 percent 

of U.S. high school students and nearly 13 percent of middle school students currently smoke. Right here in 

[INSERT LOCAL DATA and/or ANECDOTE HERE TO LOCALIZE THE ISSUE.] 

In an effort to prevent youth smoking in our community, [ORGANIZATION NAME] is launching a youth 

tobacco counter-marketing program. Our goal is to increase awareness about how the tobacco industry 

influences our youth, parents, and others who work with youth in [CITY OR COMMUNITY NAME], and how 

we can all work together to prevent that negative influence. 

[NAME], [ORGANIZATION] director, will be available for interviews on this issue, and we would like to 

schedule a time when he/she could talk with someone from [THEIR NEWS ORGANIZATION]. I will contact 

you in the next few days to make arrangements for the interview. 

If you have any questions, please call me at [PHONE]. I look forward to working with you. 

Sincerely, 

[YOUR NAME] 

[TITLE] 

For more help on crafting pitch letters, visit http://www.altonmiller.com/pitch.htm. 

Appendices 437 
Appendix 8.8: Sample News Release
 


FOR IMMEDIATE RELEASE 

POLL SHOWS ILLINOIS VOTERS SUPPORT TOBACCO PREVENTION SPENDING 

(Springfield, IL - November 17, 1999) Ninety-one percent of Illinoisans favor spending a portion of the 

settlement funds on programs that help children and teenagers stop smoking and prevent others from starting 

to smoke, says a poll released today by the Half for Tobacco Prevention campaign. Additionally, 79 percent 

support spending on programs to help adults quit smoking. 

“The people of Illinois want this money spent on tobacco prevention,” said Ronald Johnson, M.D., 

President-Elect of the Illinois Academy of Family Physicians. “An overwhelming majority of people see this 

tobacco settlement windfall for what it really is – a once-in-a-lifetime opportunity to undo the damage done 

by the tobacco industry over the last few decades.” 

The poll also revealed that nearly half of registered voters would be less likely to vote for a candidate who 

opposes programs that advocate tobacco control, smoking prevention and that help people stop smoking. 

Today’s announcement comes as part of “Operation Half the Pie,” a campaign designed to educate the public 

and key leaders on the importance of establishing a comprehensive tobacco control and prevention plan in 

Illinois. Another aspect of today’s event was the delivery of half of a pumpkin pie to every member of the 

General Assembly to illustrate what the campaign is asking for – half of the settlement “pie” put exclusively 

towards tobacco control and prevention. 

Why half? According to recommendations from the U.S. Centers for Disease Control and Prevention, that’s what 

is necessary in order to provide an effective tobacco control and prevention program in Illinois, including: 

• a media and public awareness campaign that will deglamorize tobacco use, especially among youth 

• strengthening and continuing to develop effective community-based programs 

• cessation services for those who want to stop smoking 

• 	a strong surveillance, evaluation and research component to ensure that funds are being put to the best 

use possible 

• 	a funds administration system so that the money is secure, accessible and free of the tobacco industry’s 

influence 

• enforcement of public policies that restrict the sales and marketing of tobacco products to youth 

438 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

“Another fact that this survey revealed is that more than half of the smokers in our state are either currently 

trying to quit smoking, or have tried in the past,” said Dr. Johnson. “But the state spends just 2.4 cents 

per person per year on tobacco control and prevention. Why should anyone be surprised to hear that nearly 

twenty thousand Illinoisans die each year because of smoking-related diseases? It’s time for the General 

Assembly to listen to the medical and public health community of this state, as well as the people, and use 

this money to make a real impact on tobacco use.” 

The poll was conducted October 26-28 by McKeon & Associates, asking Illinoisans statewide about their views 

on the state’s tobacco settlement and possible spending options for the funds. The sampling error is +/- 3.8 

percentage points. 

Backed by more than 65 public health organizations and physicians associations across the state, Half for 

Tobacco Prevention includes the American Heart Association, American Lung Association, American Cancer 

Society, Illinois State Medical Society, Illinois Academy of Family Physicians, Illinois Association of Public 

Health Administrators and the American Academy of Pediatrics, Illinois Chapter among its members. 

### 

To schedule an interview with a campaign member, please call Citigate Communications at 312-895-4715. 

Appendices 439 
Appendix 8.9: Sample Fact Sheet
 


440 Appendices 
Appendix 8.9: Sample Fact Sheet (cont.)
 


Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Continues 

Appendices 441 
Appendix 8.9: Sample Fact Sheet (cont.)


442 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 8.9: Sample Fact Sheet (cont.)
 

Continues 

Appendices 443 
Appendix 8.9: Sample Fact Sheet (cont.)
 


444 Appendices 
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendix 8.10: Media Contact Record
 


Date of contact: __________________________________ Time: _________________________________________ 

Handled by: _______________________________________________________________________________________ 

Name of Contact/Editor/Reporter: ___________________________________________________________________ 

Title: ______________________________________________________________________________________________ 

Name of Publication/TV Station/Radio Station: ________________________________________________________ 

Address: ___________________________________________________________________________________________ 

Telephone Number(s): _______________________________ Fax Number(s): _______________________________ 

Circulation/Audience/Reach: ________________________________________________________________________ 

Deadline/Schedule: _________________________________________________________________________________ 

Purpose of call: _____________________________________________________________________________________ 

circle one: incoming call outgoing call 

Response provided over phone: ______________________________________________________________________ 

Mailed/faxed/e-mailed the following information: _____________________________________________________ 

Arranged interview with: ____________________________________________________________________________ 

Additional follow-up required: _______________________________________________________________________ 

Date story ran/will run: _____________________________________________________________________________ 

Other Comments/Miscellaneous Information: 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

___________________________________________________________________________________________________ 

Appendices 445 
Appendix 10.1: Georgia Burden of Tobacco Brochure
 

446 Appendices 
Appendix 10.1: Georgia Burden of Tobacco Brochure (cont.)


Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Continues 

Appendices 447 
Appendix 10.1: Georgia Burden of Tobacco Brochure (cont.)


448 Appendices 
Appendix 10.1: Georgia Burden of Tobacco Brochure (cont.)


Continues 

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 449 
Appendix 10.1: Georgia Burden of Tobacco Brochure (cont.)


450 Appendices 
Appendix 10.1: Georgia Burden of Tobacco Brochure (cont.)


Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Continues 

Appendices 451 
Appendix 10.1: Georgia Burden of Tobacco Brochure (cont.)


452 Appendices 
Appendix 10.1: Georgia Burden of Tobacco Brochure (cont.)


Designing and Implementing an Effective Tobacco Counter-Marketing Campaign 

Appendices 453