Presented by Paula E' Pasquali

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Yukons Young Adult Mass Media Campaign
I love you but....
Presented by Paula E. Pasquali and Patricia
Living November 2005
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Campaign Development

• Focus group research
• Creative brief
• Development of products, tactics
• Conduct pre survey
• Distribution and beyond.

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Focus group Themes

• Individual experience and choice
• Respect for and responsibility to others
• Having control, exerting influence
• The social context of smoking

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I know that everyone has their own reason that
they started and everyone has their own reason
that they continue.
Yukon College student
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Focus group Additional findings
gt Knowledgeable about health effects gt Lack
knowledge about the quit process gt Want
concrete help to become smoke-free gt Want
authenticity, truth
its people I know and have quit now. I think
that works It works for me. Because it puts a
face on it, I think.
Hockey player
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Creative brief Elements

• gt Reflect individuality, choice,
• stage of life
• gt Make quit process understandable
• gt Acknowledge loss, ambivalence
• gt Use real people

Its so dependable. Theres always that when you
are stressed.Its not like a support group that
might fall through Skills
Link group member
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Strategies
Becoming smoke-free is like leaving an Intimate
relationship Phase 1 I love you but..
Phase 2 I miss you but. Northern faces,
Northern voices gt Real people,
authentic
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Strategies contd.
Branding gt Im moving on
smoke-free Social contagion gt Focus group
participants gt Campaign personalities, song
writers gt Opinion leaders gt Smokers
themselves gt Youth groups, leaders
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Tactics
Posters, post cards Interior, exterior bus
signs Cinema slides Bill boards Radio
spots Songs T-shirts QuitPacks
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Song writing
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Song-writing contd.
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Song writing contd.
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People as messengers
T-shirts I love you but I need some room
to breathe I cant be seen in public with
you Youre ruining my sex life QuitPacks
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Evaluation
Pre-, post- telephone survey of 18-34 year olds
gt Smoking history gt Physical activity
gt Campaign recall, retention, impact Tracking
of QuitPacks gt Telephone contact x 3 gt
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