The case for recycling and adapting anti-tobacco mass media campaigns
- Correspondence to Trish Cotter, Cancer Institute NSW, PO Box 41 Alexandria NSW 1435, Australia; trish.cotter{at}cancerinstitute.org.au
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Contributors TC originated the study. TC, DP, AD and JB planned the publication and assisted with interpretation, DP led the data management. WTH led the statistical analysis. TC, SD, DP contributed to analysis. TC, DP, SD drafted the article. All authors revised and approved the final version.
- Received 26 November 2009
- Accepted 9 June 2010
- Published Online First 18 September 2010
Abstract
Effective mass media campaigns are hard to come by. A delicate blend of art and science is required to ensure content is technically accurate as well as being creatively engaging for the target audience. However, the most expensive component of a media campaign is not its development but its placement at levels that allow smokers to see, engage and respond to its content. This paper uses two examples to illustrate the process of adapting existing effective material to maximise the expenditure of precious resources on the placement of material.
Footnotes
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Competing interests None.
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Provenance and peer review Not commissioned; externally peer reviewed.
