Karla SneegasBranch Chief

Program Services BranchOffice on Smoking and Health

July 16, 2013

Leveraging the Tips From Former Smokers Campaign

National Center for Chronic Disease Prevention and Health Promotion

Office on Smoking and Health

Tips Resources and Leveraging Opportunities

Tips 2013 Resources Tips website, Download Center, Media Campaign

Resource Center Tips Spanish-language Materials and Resources Tips Public Service Announcements & Non-Traditional

Placements• PSA Placement Recommendations

Tips 2013 “Talk With Your Doctor” feature Tips Leveraging Ideas and Opportunities

Education & Awareness Media & Communication Options Community Involvement

Next Steps

First and Foremost

Talk with your state tobacco control program! Below is the link to the Tobacco Control Network website

that lists all of the state tobacco control program managers and staff

http://www.ttac.org/tcn/members/state_reps-toc.html

Tips 2013 Resources: Tips home page

Tips 2013 Resources: Tips website

American Indian/Alaska Native Audience page (navigation view below)

Tips 2013 Resources: For Specific Groups

Tips 2013 Resources: I’m Ready to Quit! landing page

Tips 2013 Resources: Tips Spanish homepage

Tips 2013 Spanish Language Overview

The Tips Web Site is in Spanish (www.cdc.gov/consejos) and features stories, disease conditions, buttons/badges, videos of their stories, viewing of the ads, and many resources for leveraging all in Spanish

Most of the Tips materials are available in Spanish versions either on the MCRC (www.nccd.cdc.gov/MCRC) or the campaign download center (www.plowsharegroup.com/cdctips)

In January 2013, we launched a new Spanish Language Quit Portal: 1-855-DÉJELO-YA with trained quit counselors available

Content Syndication: How to Register

“Get Help” Section - To learn more about how to register for a content syndication account and add CDC content to your site. CDC Syndication homepage http://www.cdc.gov/syndication/

http://www.plowsharegroup.com/cdctips

Print Posters Out of Home – billboards, bus shelters Radio Online Low Resolution Videos Public Service Announcements Continuous Loop Videos

Free Tips Materials at the Download Center

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Tips Print Ads

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Download Center Instructions

Fill Out Form

Click Submit

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TV Kit

Television PSA ads:

“Tiffany’s Tip” :30“Cessation Tips” :30“Jessica’s Asthma Tip” :30

“Surgeon General - Destiny” :30

Tips TV PSAs

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Tips Radio PSAs

“Tiffany’s Tip” :30 “Cessation Tips” 60 & 30“Jessica’s Asthma Tip” :30“Jessica’s Asthma Tip” :30 Spanish

Radio Kits

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Media Outreach – Non Traditional

PSA Placement Can be TV, Radio or Print:• Check Cashing Locations• Jumbotrons / Outdoor Screens• Restaurants / Bars• Taxi Cab Toppers

In Store – iCash Times Square – Jumbotron In Restaurant/Bar Video

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Media Outreach – Non Traditional

• Doctor’s Offices & Clinics: Waiting Rooms / Exam Rooms• Grocery Stores & Pharmacies: Check Out / Break Rooms• Local Parking Garages

CNN – Doctor’s Offices Local Grocery Stores Local Parking Garages

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Securing Television, Radio and Non Traditional Placements

• Call or visit a local TV or radio station, doctor’s office or clinic, grocery store, gas station, etc., and introduce yourself to those you don’t know. Ask your local coalitions and partners to do so too.

• Let them know about your program and the information and services available for the community.

• Tell them about the success of the Tips campaign and ask them to place the Tips campaign PSAs.

• You can offer options to them depending on the mediums available. Television or radio ads, posters for bulletin boards, fact sheets or full page print ads that could be posted on a break room wall or in a waiting room.

• Email a follow up note with facts, information, and a link to the PSA download center: www.plowsharegroup.com/cdctips

PSA Placement Outreach

Talk With Your Doctor Overview

An initial effort to engage healthcare providers in the Tips From Former Smokers campaign Encourages them to use the campaign as an opportunity

to begin a dialogue about quitting with their patients who smoke.

Prompts smokers to “talk with their doctor” or other healthcare provider about effective methods to help them quit and stay quit.

National media buy ads tagged with: “You can quit. Talk with your doctor for help. “

TWYD National Partners

TWYD Materials

Tips Web Site (www.cdc.gov/tips) Health care provider section includes:

Waiting room posters

Physician card

Online training video

Quitline FAQ

Newsletter article

Links to existing materials

New materials being added… Campaign Download Center (

www.plowsharegroup.com/cdctips) healthcare tab also has a variety of resources

Some TWYD Recommended Activities

Send letters introducing TWYD to Comprehensive Cancer Coalition members, BCC providers, Cancer Centers and other non-physician cancer professionals

Share Talk with Your Doctor on social media sites (e.g. Facebook, Twitter, physician’s blogs)

Post a button or a badge on your website Take advantage of the national initiative

opportunities National coverage for Tips & national push on TWYD

feature Leverage initiative to actively engage providers to

address tobacco use Share the cessation support materials available on

www.cdc.gov/tips/hcp

What can your programs do to leverage the TIPS Campaign?

Promote Cessation 1-800-Quit Now www.CDC.gov/tips Mobile website Promote the Spanish portal number Asian Quitline In Clinics and Community Settings Continuous Loop Videos

• Doctor’s office, clinic, hospital waiting rooms• Office buildings, elevators, parking garages, laundromats

Tips Posters and Print Materials Newsletter and website articles Presentations, calls, webinars

What can your programdo to Leverage the TIPS Campaign?

 Further Secondhand Smoke Education SHS impact on

chronic diseases Smokefree multi-unit

housing Education about the

benefits of smokefree homes, workplaces, public places

Increased awareness of the impact of secondhand smoke exposure

What can your programdo to Leverage the TIPS Campaign?

 Paid Media Reaching out to Populations with Greatest Risk Piggy-backing at the End of Tips National Campaign Print Ads are FREE!

Earned Media News Releases/ News Stories Stories Highlighting Individuals or Communities Op-Eds from Health Care Provider Champions Letters-to-the-Editor Joint Program Media Tours Matte Articles to Organizations/Publications

What can your programdo to leverage the TIPS Campaign?

 Social Media, Websites, and Communication Opportunities Facebook Posts Tweets and Retweets Website Buttons and Badges Syndicated Web Page Content Blogging Matte Articles Videos and Vignettes Podcasts Tips Mobile

Social Media Opportunities Be Smoke-Free – You Matter to Me!

New OSH Facebook App

https://apps.facebook.com/BeSmokeFree/

Social and Earned Media Opportunities

Follow us on CDCTobaccoFree: www.cdc.gov/tobacco/stay_connected/index.htm?s_cid=bb-osh-eml-002 Share, Repost or Repurpose our content.

OSH Calendar www.cdc.gov/tobacco/calendar Lists upcoming OSH feature articles, publications,

as well as holidays and other opportunities to encourage people to quit smoking

Earned Media Opportunities - August

August 1: National Girlfriends Day Consider the Be SmokeFree Facebook App

Back-to-School Season Tobacco Free Campuses

National Tobacco-Free College Campus Initiative www.sph.umich.edu/tfcci/about/

How Schools Can Help Students Stay Tobacco-Free: www.tobaccofreekids.org/research/factsheets/pdf/0153.pdf Use the Jamason Asthma Tip Ad in school publications

• Jamason wants to attend a smokefree college. Focus on Youth Issues:

• Social Smoking, Dangers of Hookah, Youth and OTPs

Earned Media Opportunities – August/Sept

August 26—Equality Day Equality Day (Sample News Release – see OSH calendar) Sample Letter to the Editor on Women's Equality Day an

d Smoking

August 31-Sept.2 - Labor Day weekend Focus on the dangers of smoking and secondhand

smoke in the workplace The Nathan, Ellie and Jamason Tips ads focus on this

issue

September 29—World Heart Day The Mariano (Spanish) and Roosevelt Tip ads focus on

heart attack from smoking

What can your program do to leverage the TIPS Campaign?

 Community Involvement Community Summits Expert Panels Town Hall Meetings

Promoting Your Issue by Connecting to Tips From Former Smokers!

What are you already doing?How can you Leverage Tips within Your

Program?

Secondhand Smoke Cessation Issues Tribal Collaboration Cancer-related Heart Disease and

Stroke COPD/Emphysema Asthma Diabetes

Next Steps

Coordinate with state programs for efforts in your communities Visit www.ttac.org/tcn for a list of state tobacco

prevention and control program managers and staff Develop a coordinated plan for ongoing

outreach Create a plan of action with traditional and

non-traditional partners Recruit opinion leaders to be spokespersons/

champions

Dr. Jeannette Noltenius, Director of the National Latino Tobacco Control Network, has been a valued champion for the Tips Campaign (pictured here during a CNN interview)

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

How can the Tips campaign help your program?

Thank you!

Questions?

National Center for Chronic Disease Prevention and Health Promotion

Office on Smoking and Health

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

Robin ScalaOffice on Smoking and Health

National Center for Chronic Disease Prevention and Health Promotion

Office on Smoking and Health

For Help, Contact:

RScala@cdc.gov(770) 488-5488

www.cdc.gov/tobacco