| Session Title: Evaluation to Improve Coordinated Social Marketing Campaigns: Lessons From Tobacco Control |
| Expert Lecture Session 653 to be held in Royale Conference Foyer on Friday, November 9, 3:35 PM to 4:20 PM |
| Sponsored by the Alcohol, Drug Abuse, and Mental Health TIG |
| Chair(s): |
| Carolyn Celebucki, University of Rhode Island, cceleb@etal.uri.edu |
| Presenter(s): |
| James Hersey, RTI International, hersey@rti.org |
| Discussant(s): |
| Carolyn Celebucki, University of Rhode Island, cceleb@etal.uri.edu |
| Abstract: This session presents a discussion that emphasizes evaluation lessons, from a systematic review of more than 100 evaluations coordinated social marketing campaigns to prevent tobacco use or to encourage smoking cessation conducted in the United States, in Europe, in Australia, and in the developing world. The review assesses how well different evaluation approaches help to identify the magnitude of effects and the way in which campaigns worked, for three major types of message campaigns: health effects campaigns; de-glamorization campaigns; and anti-tobacco industry campaigns. The talk reviews the strengths and limitations of different evaluation approaches in learning how campaigns worked and providing the feedback to improve campaign design and performance. Approaches range from assessing exposure, to understanding the chain of beliefs and attitudes that influence intentions, susceptibility to tobacco use; uptake, and cessation. The session discusses lessons for evaluations of other types of coordinated social marketing campaigns. |