Choosing Message Themes for Mass Media Campaigns

Posted by University of Pennsylvania on February 6, 2017

Choosing Message Themes for Mass Media Campaigns
The Case of the FDA’s Real Cost Campaign

CPHI Seminar with Robert Hornik

When: Thursday February 16, 2017 from 12:00 PM to 1:30 PM EST

Where
Amado Recital Hall
3401 Spruce St
Philadelphia, PA 19104

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Public health agencies planning mass media campaigns have to choose message themes: should an anti-tobacco campaign focus on health consequences, or loss of friendship consequences, or cost, or risk of addiction or any of dozens of other themes that they might emphasize? We have worked with a number of agencies planning such campaigns, making use of survey data and generating estimates of message theme potential. In this talk, Hornikwill describe the approach and its application to the FDA’s Real Cost campaign, show the results and recommendations and play the ads that resulted from the process. Robert C. Hornik (Ph.D., Stanford University) is the Wilbur Schramm Professor of Communication and Health Policy at the Annenberg School for Communication, University of Pennsylvania. He now co-directs Penn’s Tobacco Center for Regulatory Science funded by FDA/NCI. His major current research project under that grant examines the effects of mass and social media diffused information about tobacco products on youth and young adult decisions about tobacco use.