Training & Collaboration - Digital Advocacy Center Training...

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Tobacco Tax Communications

Training & Collaboration

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Meet the Trainers!

TRAINER ROLE

Mark Hurley CTFK International Communications

Claudio Tanca CTFK International Communications

Luke Telander Digital Advocacy Center Trainer

Jesse Danzig Digital Advocacy Center Trainer

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Which Tobacco Tax Resources Are Best for You

How to Use the Tax Resources

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Goals of This Training

After this training, you should have a strong

understanding of:

Tobacco Tax Message Framework Tax1

How to Engage Your Peers on Tobacco Tax

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Who This Training is For

You Should Take This Training If:

• Have an active tobacco tax campaign

• Have developed a tax campaign strategy

• Have resources to develop communications campaigns

• Are in need of communications content and guidance

You Should NOT Take This Training If:

• Don’t plan to do communications work on tobacco tax

• Aren’t resourced to develop and launch communications materials

• Are looking for technical assistance on developing an overall tobacco tax campaign strategy

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Training Overview

Webinar #1:

Thur 10/17

Tobacco Tax Communications Challenges

Reviewing our New Messaging Framework

New Resources on the Digital Advocacy

Center

Exercise Due:

Tue 10/22

30 Minute Activity to Get Familiar with

Resources and Provide Feedback

Webinar #2:

Thur 10/24

Content Deep Dive by Message Area

Interactive Discussion from Tobacco Tax

Campaigners Around the World

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Why Tax Policy Comms is Challenging

• Economic policy AND public health policy

• Finance Ministry vs Ministry of Health motivations

• Messenger credibility of public health groups on economic policy

• Influencer voices more difficult to mobilize

• Policy details can be complex

• Data needs span health and economic impacts

• Solutions can be ‘policy-dense’

• Natural narrative of public support more difficult

• Government intervention vs personal responsibility/choice

• Increase price of any consumer product is not naturally popular

• Increased government revenue can be controversial

• Industry extremely motivated on this issue to counteract

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But Opportunities Too!

• Price increase correlation to health impacts for cessation and prevention of new smoker initiation rates

• Unique messaging opportunity of economic benefits of new revenue

• E.g. new funding can be used for health care services, clean drinking water, schools etc.

• Straightforward to understand and compare affordability rates among peer countries or over time

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Simplifying the Tobacco Tax Framework

Tobacco

Tax

PROBLEM

What is the problem this policy aims to

address?

What data demonstrates the crisis?

POLICY SOLUTION How will policy action benefit the public?

EVIDENCE OF

POLICY SUCCESSWhat evidence exists that this policy will work?

INDUSTRY

OPPOSITION

What role does the Tobacco Industry play in

impeding progress?

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Issue Content Organized by Issue Message

Tobacco

Tax

PROBLEM

Cheap tobacco products drive people around the

world to addiction and make it harder for smokers to

quit.

POLICY SOLUTION

By increasing tobacco taxes, governments can

increase the price of tobacco to reduce consumption

and save lives.

EVIDENCE OF

POLICY SUCCESS

Higher tobacco taxes are proven to help smokers

quit and prevent people - particularly youth - from

starting.

INDUSTRY

OPPOSITION

Tobacco companies fight hardest against increased

taxes because they know price increases work to

reduce tobacco use.

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Using the Message Framework as a Guide

Tobacco

Tax

PROBLEM

POLICY

SOLUTION

EVIDENCE OF

POLICY

SUCCESS

INDUSTRY

OPPOSITION

Content

Core Messages

Facts/Figures

Creative Concepts

Usable Media

Social Media Posts

Social Media Templates

Research Links

Lobbying Toolkit

Media Articles

Earned Media Materials

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Content Type Overview

CORE MESSAGES Expanded, detailed messages for each message areaFACTS/FIGURES Statements, statistics and additional country-specific dataCREATIVE CONCEPTS Tactical ideas to inspire creative communications campaignsUSABLE MEDIA All usable images and videoSOCIAL MEDIA POSTS Facebook and Twitter tax posts to share or emulate SOCIAL MEDIA

TEMPLATESEditable infographics with suggested text for social media

EARNED MEDIA

MATERIALSPress release and Op-Ed sample language and examples

RESEARCH LINKS Additional original source material for tax researchMEDIA ARTICLES Evergreen news articles LOBBYING TOOLKITS Materials to use when engaging decision-makers

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Taxation.DigitalAdvocacyCenter.com

All Content

Organized By

Message Area

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Taxation.DigitalAdvocacyCenter.com

All Content

Organized By

Message Area

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Download What You Need

Emphasis on

Downloading

Packages of Content

Based on Campaign

Needs

Download All Content

Download Message Area All

Content

Download Individual Content

Areas

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Preview Individual Content

Each Individual

Content Piece Can

be Explored Further

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Preview Individual Content: Documents

Information on the

content pieceFull document

preview and

download

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Preview Individual Content: Usable Media

Each Individual

Content Piece Can

be Explored Further

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Editable Content in Canva

Content On Digital Advocacy Center…. linked to free Canva editing tool

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PROBLEMCheap tobacco products

drive people to addiction

and make it harder

for smokers to quit.

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Problem

Establishing urgency in tobacco consumption and addiction

Focus on health and economic impacts: personal, national and global context

How to Approach Tobacco Affordability

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Problem: Urgency

Framing growing crisis of tobacco addiction in your country

‘Trap’ concept of addiction, death and disease, lured in by cheap tobacco

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Affordability

Communicating the cheapness of tobacco is core to any tax campaign to establish the problem

Comparing to other products bought Comparing to other countries

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Problem Content Highlights

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SOLUTIONBy increasing tobacco taxes,

governments can increase

the price of tobacco to reduce

consumption and save lives.

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Win Win Win Concept

Health Care Win Financial Win Public Support Win

Taxes are proven to decrease

tobacco consumption rates.

Taxes decrease health care

costs and increase public

program revenue.

Public supports taxes to hold

tobacco industry accountable

and help keep community

healthy.

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Increased Revenue Opportunity

● Public Program opportunities with increased

revenue from tax

● Decreased health care costs AND increased

taxes from Tobacco Industry

● Link to Tobacco Industry profit messaging

● Ear-marked vs hypothetical (tax revenue could

fund xxx)

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Solution Content Highlights

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EVIDENCEHigher tobacco taxes are

proven to help smokers quit

and prevent people - particularly

youth - from starting.

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Case Studies of Success

Leveraging Successes that are Relevant to Your Country

Philippines

Ukraine

Sri Lanka

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Leveraging the Formula

10% increase in the price of tobacco results in 5% decrease in consumption rate

Can be applied to your country consumption data for projection

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Evidence Content Highlights

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INDUSTRYTobacco companies fight

hardest against taxes because

they know price increases work

to reduce tobacco use.

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Establishing the Negative Impacts of TI

Economic impact of healthcare costs

Economic impact of loss in workforce time due to tobacco related illness

Lost revenue for government from:

- TI moving profits out of country

- Untaxed profits of tobacco industry compared to other taxed products

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Establishing the Dirty Tactics the TI Employs

• Advocating for confusing tier systems

• Involved in illicit trade!

• Aggressive, sometimes illegal, lobbying tactics

• Promoting dubious research on TI benefits

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Industry Content Highlights

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Working

Together

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Join Our Community of Communicators!

Join the platform

Introduce yourself and your organization

One thing you learned on the training

Add one comment, reaction, resource etc. that will help others

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Exercise Overview

Goal is to become familiar with all resources, share your experiences and learn from others

By Tuesday October 22: Fill Out Worksheet

Thursday October 24: Webinar #2 to go deeper into content areas based on interest and need

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Exercise Overview

Goal is to become familiar with all resources, share your experiences and learn from others

By Tuesday October 22: Finish Assignment. Will consist of a short worksheet and a survey.

Thursday October 24: Webinar #2 to go deeper into content areas based on interest and need

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Exercise Overview - Worksheet

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Exercise Overview - Survey

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Questions?

Use the chat function to ask any questions about:

1. The Problem, Solution, Evidence & Industry Framework

2. The Resources Available On the Platform

3. Collaborating with Other Tobacco Tax Campaigners

4. Anything else on tobacco tax we can help with!

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Next Steps

1. Login to training.digitaladvocacycenter.com and look at Tax course material

2. Review taxation.digitaladvocacycenter.com and complete 30 minute exercise by Tuesday 10/22

3. Attend Webinar #2, Thursday 10/24 at 9am Eastern Time