Affordable Access

deepdyve-link deepdyve-link
Publisher Website

Cost-effective smoke-free multiunit housing media campaigns: connecting with local communities.

Authors
Type
Published Article
Journal
Health promotion practice
Publication Date
Volume
12
Issue
6 Suppl 2
Identifiers
DOI: 10.1177/1524839911405848
PMID: 21531843
Source
Medline
License
Unknown

Abstract

Presented are cost-effective paid media strategies to educate Californians to advocate for stronger smoke-free multiunit housing (SF-MUH) policies between 2006 and 2008. Included is a summary of general market and specific ethnic market costs that correspond to SF-MUH attitudes and home smoking bans. Statewide questionnaires indicated that half of the intended general market saw an antitobacco TV ad and half of the intended ethnic markets heard radio ads. Analyses indicated that it cost $0.67 and $0.78 per person to see Caution Tape and Apartment TV ads, respectively. Slightly higher per capita costs corresponded with positive attitudes toward SF-MUH: $0.87 for Caution Tape and $1.00 for Apartment. Lessons learned from this campaign included effectiveness of specific ads in ethnic markets, impact on SF-MUH work plan policy objectives, and the need for collaborations among state and local partners throughout the message development process.

Statistics

Seen <100 times