Resources: Public Education Campaigns

Fact Sheets

Public Education Campaigns: Why They Are Needed
Public Education Campaigns Are Effective
Public Education Campaign Resources

Reports & Studies

Evidence Supporting the Effectiveness of Mass Media Public Education Campaigns

Global Dialogue compiled and summarized data supporting the effectiveness of public education/mass media campaigns, including an explanation of the key role that campaigns play in comprehensive tobacco control programs. (May 2011)

Lessons Learned from Stop Smoking Campaigns: An Overview of Evidence-Based Recommendations

Global Dialogue combined an international literature review, conducted by Johns Hopkins’ Institute for Global Tobacco Control, with a synthesis of unpublished stop smoking campaign results.

Lessons Learned Internationally from Digital Media Campaigns

This document includes 26 campaign case studies from 11 countries and the European Union, plus overall lessons learned regarding what makes digital media campaigns effective in tobacco control.

Lessons Learned Globally: Secondhand Smoke Mass Media Campaigns

This document, released in January of 2010, synthesizes data from secondhand smoke campaigns around the world, providing lessons learned about the process and content of developing and implementing mass media campaigns designed to reduce exposure to secondhand smoke, either through policies or through individual behavior change.

United States (Vermont): direct mail Quit Line campaign

In May 2004, the Vermont Department of Health undertook a Three-Phase direct-mail campaign that concluded in March 2007.  The target audience for all Three Phases of the campaign was smokers aged 18 and older.  To reach this audience effectively, the First Phase targeted all Vermont residents, mailing to 80% of all households in the state.

United States (Minnesota): Tick Tock college student campaign

The ultimate goal of the campaign was to achieve a statistically significant reduction in the rate of smoking (i.e., reduction in smoking “some days” or “every day”).  This campaign was designed to appeal to both male and female college students at universities throughout Minnesota who were between the ages of 18 and 24.

Norway: 4-phase youth prevention and adult cessation campaign

This report outlines the results of a 2003 campaign by he Norwegian Directorate for Health and Social Affairs (now called the Norwegian Directorate of Health or NDH), a part of the Norwegian Government, to reduce youth smoking rates (daily smoking) by 50%, from 28% in 2002 to 14% by 2007.

New Zealand:  Face the Facts education and awareness campaign

Face the Facts was launched in April 2009 with the overriding goal of putting tobacco ‘on the radar’ of New Zealanders and heightening tobacco’s priority as a health issue. The approach chosen focused on dispelling some of the myths that prevent people from quitting smoking or resisting taking up smoking, by presenting a series of facts about smoking.

Israel: The Shy secondhand smoke campaign

Specific campaign goals included raising awareness of the harmful effects of forced exposure to second-hand smoke, instilling norms that the law to prohibit smoking in public places should be respected, and motivating the public to safeguard its right to clean air.

Canada (Newfoundland): It’s Your Call stop smoking campaign

The main objective of the three-month ‘It’s Your Call’ campaign was to increase awareness of, and access to, provincial smoking cessation services in an effort to reduce the prevalence of smoking.

Case Studies

India: Advocates Protest Government Participation in India Tobacco Company Corporate Social Responsi

In India, the country’s largest cigarette manufacture, India Tobacco Company (ITC), sponsors “National Recycling Day” in multiple cities where the company operates. During the July 2012 celebration in the city of Chennai, ITC invited 10,000 school children, government officials, and local celebrities to participate. Advocates launched a campaign throughout Chennai, condemning the event as a violation of the FCTC and calling for government officials to not participate.

Key Websites

truth Campaign
Smoke-Free England

Technical Manuals

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

This comprehensive 450-page document from the U.S. Centers for Disease Control and Prevention takes the reader step-by-step through the development and implementation of a tobacco counter-marketing campaign.

Campaign Development Toolkit

Global Dialogue for Effective Stop-Smoking Campaigns presents resources for people who plan, develop and implement campaigns to reduce tobacco use and exposure to second-hand smoke. This tool kit combines guidance on the process of campaign development with practical “lessons learned” and samples and tools from around the world to help campaign planners create evidence-based, effective campaigns. You can download the introduction and table of contents or use the links below to download each chapter and related appendix.

Chapter 1: Campaign Development Toolkit
Chapter 2: Campaign Development Toolkit
Chapter 2 Appendix: Campaign Development Toolkit
Chapter 3: Campaign Development Toolkit
Chapter 3 Appendix: Campaign Development Toolkit
Chapter 4: Campaign Development Toolkit
Chapter 4 Appendix: Campaign Development Toolkit
Chapter 5: Campaign Development Toolkit
Chapter 5 Appendix: Campaign Development Toolkit
Chapter 6: Campaign Development Toolkit
Chapter 6 Appendix: Campaign Development Toolkit
Chapter 7: Campaign Development Toolkit
Chapter 7 Appendix: Campaign Development Toolkit
Chapter 8: Campaign Development Toolkit
Chapter 8 Appendix: Campaign Development Toolkit
Chapter 9: Campaign Development Toolkit
Chapter 9 Appendix: Campaign Development Toolkit
Chapter 10: Campaign Development Toolkit
Chapter 10 Appendix: Campaign Development Toolkit
Chapter 11: Campaign Development Toolkit
Chapter 11 Appendix: Campaign Development Toolkit
Chapter 12: Campaign Development Toolkit
Chapter 12 Appendix: Campaign Development Toolkit