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Bringing "The Real Cost" to Life Through Breakthrough, Evidence-Based Advertising
Kathleen Crosby1, Suzanne Santiago2, Emily C Talbert1
1Office of Health Communication and Education, Center for Tobacco Products, U.S. Food and Drug Administration, Silver Spring, Maryland.
American Journal of Preventive Medicine
|January 22, 2019
Summary
The Real Cost campaign effectively prevents youth smoking initiation through innovative advertising strategies. This approach uses audience insights, expert knowledge, and research to reach at-risk teens.
Area of Science:
- Public Health Communication
- Behavioral Science
- Tobacco Prevention
Background:
- The Real Cost campaign aims to prevent smoking initiation among youth.
- Reaching skeptical and at-risk youth requires novel communication strategies.
- The campaign builds on prior successes through continuous development.
Purpose of the Study:
- To provide an overview of the campaign's approach to developing and testing breakthrough advertising.
- To showcase the research-based creative development process using specific ad examples.
- To offer a multidisciplinary examination of national health communication efforts.
Main Methods:
- Utilizing evidence-based communication best practices for youth behavior change.
- Incorporating insights from literature and subject matter experts in youth health marketing and tobacco prevention.
- Conducting formative research studies during campaign development.
Main Results:
- The campaign has proven effective in preventing smoking initiation among at-risk youth.
- A research-based creative development process was employed.
- Two specific campaign advertisements are explored as case studies.
Conclusions:
- The multidisciplinary approach, integrating research and creative processes, is key to effective national health communication.
- Continuous development of audience insights and novel ideas is crucial for campaign success.
- The campaign demonstrates a successful model for youth tobacco prevention.