Due to funding cuts, the RAT and FREE counter-marketing campaigns no longer air.
Reaching today’s teens and adults means capturing their attention through the television and radio airwaves. The Partnership capitalized on these outlets through two counter-marketing and two public awareness campaigns. Counter-marketing efforts helped educate even the youngest of our children about the health risks that are inherent with tobacco use. Public awareness campaigns promoted free cessation services that were sponsored by The Partnership, as well as to generate awareness about the real people who are making a difference through their contributions to our programs.
Counter-marketing has been critical to the tobacco industry for recruiting new smokers, mainly teens. And marketing, specifically counter-marketing, can play just as strong a role in tearing down that business. Our counter-marketing efforts were based on exhaustive consumer research that explored the needs and attitudes of children at different ages. We identified two distinct audiences: the Age of Reason, younger kids who listen to adults and want to learn, and Age of Rebellion, teenagers who want to express their own independence and points of view. The Partnership took this information and crafted advertising and grassroots campaigns that exposed the truth about tobacco’s harm and empowered youth to make healthy lifestyle decisions.
The Reject All Tobacco (RAT) advertising campaign was designed for the age of reason. It provided straight facts, and encouraged youth ages 6-11 to tell somebody they love about the dangers of tobacco use and exposure to secondhand smoke. The messages relayed by the television campaign supported those taught in the classroom and in community settings.
- 9 out of 10 respondents indicated that the ads gave them good reason not to use tobacco.
- 2 out of 3 respondents indicated that they had spoken to a friend or relative about the ads they had seen.
- 92.5 percent indicated they would "definitely not" smoke a cigarette if it was offered by one of their best friends.
TELEVISION
To learn more about RAT, visit www.gorat.com.
FREE is a multi-media and grassroots program designed to help Mississippi teens reach their full potential by remaining free of tobacco, alcohol, and drugs. The FREE media campaign appears on television and radio stations across the state.
TELEVISION
To learn more about FREE, visit www.generationfree.com.
