Case Analysis: Evaluating the 'Tips From Former Smokers' Campaign

This presentation analyzes the 'Tips From Former Smokers' campaign, a strategic communication initiative aimed at helping people quit smoking. The presentation begins with an introduction to the campaign, explaining its objectives, overarching message, and the rationale behind its selection. It then delves into the operation of the campaign, identifying the target group, and evaluating the factors contributing to its success. The analysis includes an examination of the persuasion strategies and tactics employed to influence smokers. Finally, the presentation offers an evaluation of the campaign, highlighting its strengths and suggesting areas for improvement, such as expanding its scope to include other addictive substances and enhancing healthcare facilities for those seeking to quit. The analysis is supported by references to relevant research and campaign materials.

Running Head: TOBACCO QUIT CAMPAIGN 1
TOBACCO QUIT CAMPAIGN

TOBACCO QUIT CAMPAIGN 2
Table of Contents
Introduction of the campaign...........................................................................................................3
Why did you choose the campaign?............................................................................................3
What are the objectives of the campaign?...................................................................................3
What is the overarching message of the campaign?....................................................................3
Operation of the campaign...............................................................................................................3
What is the target group?.............................................................................................................3
What made the campaign so successful/effective?......................................................................3
What persuasion strategies and tactics were used?......................................................................4
Evaluation of the campaign.............................................................................................................4
What could be done better?.........................................................................................................4

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Introduction of the campaign
The campaign talks about the people who have been through the phase of the excessive
smoking and have tried hard to quit. They eventually ended by quitting and this creates a sense
of motivation for the other people who are still facing the issues. This campaign will help the
people to overcome this habit (Shafer, Davis, Patel, Rodes & Beistle, 2016).
Why did you choose the campaign?
This campaign was chosen because smoking is considered as a serious problem among
the youngsters all around the world. The people between the age group of 18 to 54 years have
been affected by smoking. Smoking is directly affecting the health of the people which has
caused various serious diseases to the consumers. The basic objective of this campaign to help
the people to quit smoking as it is preventable.
What are the objectives of the campaign?
The basic objective of the campaign is to make people aware about the negative effects of
smoking which causes serious health diseases like Cancer, Asthma, Vision loss, Mental Health
Conditions etc. Such objective can be only achieved by helping them to quit smoking by
providing free help facilities and educating the smokers about the negative effects of smoking.
Another objective of the campaign is to protect the families of the smokers to prevent second
hand or passive smoke (Youtube, 2014).
What is the overarching message of the campaign?
The basic message of the campaign is help smokers to quit smoking. The campaign also
provides a basic knowledge about the harmful effects of smoking which may affect their health
in long-term. The campaign also provides a statistical data of number of deaths each and the
number of people suffering from smoking which helps the smokers to quit smoking. In order to
overcome the problem of smoking the campaign has released a toll free number which will help
the smokers to quit smoking.

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Operation of the campaign
What is the target group?
The target group of this campaign is the people between the age group of 18-54 years
who are facing the basic problem of smoking. Such people are unaware of the serious long term
health diseases which are caused by smoking. The second target group of this campaign are the
family members, health care providers and faith communities which helps the smokers to quit
smoking (Jamal, et al 2017).
What made the campaign so successful/effective?
The campaign has been successful in spreading the awareness among the smokers. The
campaign has made two specific target groups that are people between 18 to 54 years and the
family of the smokers. The campaign educated the smokers and their families about the long
term health effects of smoking which has resulted in the death of the people. The campaign is
also successful in providing statistical data regarding the death of people in America due to
smoking. Such data played a huge role in helping the smokers to quit their smoking habits.
What persuasion strategies and tactics were used?
There are various strategies which are used in the campaign like educating the smokers
about the negative affect on their health. The campaign also attracts the smokers to quit smoking
by providing free assistance to quit smoking. The campaign has also attracted the smokers by
providing them statistical data of the people who died every year in America due to smoking
(CDC, 2015).
Evaluation of the campaign
What could be done better?
The campaign should have also been focused upon the quit alcohol and other drugs. The
campaign also should have focused upon free healthcare facilities to the people who want to quit
smoking in order to make the world a better place to live.

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References
CDC, (2015). Outbreaks. Retrieved from https://www.cdc.gov/tobacco/campaign/tips/index.html
Jamal, A., Gentzke, A., Hu, S. S., Cullen, K. A., Apelberg, B. J., Homa, D. M., & King, B. A.
(2017). Tobacco use among middle and high school students—United States, 2011–
2016. MMWR. Morbidity and mortality weekly report, 66(23), 597.
Shafer, P. R., Davis, K. C., Patel, D., Rodes, R., & Beistle, D. (2016). Association between
media dose, ad tagging, and changes in web traffic for a national tobacco education
campaign: a market-level longitudinal study. Journal of medical Internet research, 18(2),
e39.
Youtube, (2014). Tips from Former Smokers - Cessation TipsAd. Retrieved from
https://www.cdc.gov/tobacco/campaign/tips/index.html