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Finding Pete and Nikki: Defining the Target Audience for "The Real Cost" Campaign
Suzanne Santiago1, Emily C Talbert2, Gem Benoza2
1FCB New York, New York, New York.
American Journal of Preventive Medicine
|January 22, 2019
Summary
Understanding at-risk teens is key for effective smoking prevention campaigns. "The Real Cost" campaign used audience insights to prevent nearly 350,000 youth from smoking.
Area of Science:
- Public Health
- Health Communication
- Behavioral Science
Background:
- Reaching at-risk adolescents (12-17) with smoking prevention messages requires understanding their unique characteristics.
- A multifaceted approach is necessary to tailor messages effectively.
Purpose of the Study:
- To explore the target audience segmentation and insights development for "The Real Cost" youth smoking prevention media campaign.
- To detail the message strategy creation process for a large-scale public education effort.
Main Methods:
- The study involved analyzing demographic, environmental, behavioral, interpersonal, and intrapersonal characteristics of the target audience.
- Segmentation and insights development were used to inform message strategy.
Main Results:
- The approach informed the message strategy for "The Real Cost" campaign.
- The campaign successfully prevented an estimated 350,000 U.S. youth (aged 11-18) from initiating smoking between 2014 and 2016.
Conclusions:
- Understanding audience characteristics is crucial for developing impactful smoking prevention campaigns.
- "The Real Cost" campaign demonstrates the effectiveness of data-driven message strategies in youth tobacco prevention.
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