Which media to use to promote your message about smoking
The influence of the media on people’s attitudes to health is well documented, both for the general public and in reaching opinion-formers who determine the structural changes that are required to influence changes in health behaviour. Media interventions are considered to be particularly effective when supported by community activity. What this means in practice is that the national media are most effective at providing a ‘noise’, which generally has an awareness-raising function. By providing the key themes and messages, it also provides the backdrop against which communities can target their own constituents most effectively. For example, a local smoking education campaign targeting children will make primary prevention a priority. Similarly, someone working with elderly smokers would probably want to focus on the benefits of stopping smoking at any age. It is therefore important when developing national media stories and activities to consider whether they can be adapted to local use. This can be achieved in a number of ways, for instance by providing a regional breakdown of data or simply by supporting a national story with local case studies.
KeywordsTobacco Control Environmental Tobacco Smoke Regional Breakdown Local Case Study Medium Advocacy
Unable to display preview. Download preview PDF.