Exposing the Truth: Wisconsin’s

Counter-Marketing Campaign

Tana Feiner Spencer Straub

Joan Herzing

At a glance

• Review the planning and implementation of the campaign

• View ad materials

• Discuss lessons learned

Campaign Origins• State statute requirement

• Counter industry’s online presence

• Short timeline

Campaign Rationale

• Emerging new products

• Need for education on health effects

Team Effort

• Media partners

• Subject experts

• Leveraged credibility of existing youth resources

Know your audience

• 13-17 year old male/female

• Who are they?– Heavy online use– Friendships very

important– May be open to

smoking alternatives

Messaging Approach• Hard-hitting anti-industry message

• Modeled after truth®, Wisconsin’s FACT

movement

• Use industry as gateway for other messages

Media Strategy

• Strategy included statewide radio and online advertising on key youth sites

• All advertising directed teens to www.myspace.com/youarenotsheep

Myspace

• Timing, budget didn’t allow for creation of original site

• Customization and integration • Myspace still strong with teens

Creative Highlights• Stress industry manipulation• Bold visuals to draw attention• Multi-layered message• Empower youth to take action

Creative

• Radio

• Banner Ad

Campaign Timing and Metrics

• 4 paid wks. May-June, bonus PSAs in July

• Visitation Goal: 1,000• Ad Impression Goal: 8,157,500• Friends Goal: 100

Campaign Success

• 4,500 visits (350% over original goal)

• 9,573,082 online impressions

• 120 friends

Lessons Learned

• Have an online presence

• Remember—you’re not the target

• Have a plan if you’re doingsocial networking