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RESEARCH PAPER
Development of the Tobacco Tactics logo: From thumb prints to press
1
Ann Arbor VA Center for Clinical Management Research, Health Services
Research and Development, Ann Arbor, MI, USA
2
University of Michigan, School of Nursing, Ann
Arbor, MI, USA
3
Ann Arbor VA Center for Clinical Management Research, Health Services Research and Development, Departments of Otolaryngology and Psychiatry, the University of Michigan, School of Nursing, Ann Arbor, USA
Submission date: 2011-12-06
Acceptance date: 2012-03-29
Publication date: 2012-04-19
Corresponding author
Sonia A. Duffy
Ann Arbor VA Center for Clinical Management Research, Health Services Research and Development, and the University of Michigan, School of Nursing, Departments of Otolaryngology and Psychiatry, 2215 Fuller Rd, Ann Arbor, MI 48105, USA
Ann Arbor VA Center for Clinical Management Research, Health Services Research and Development, and the University of Michigan, School of Nursing, Departments of Otolaryngology and Psychiatry, 2215 Fuller Rd, Ann Arbor, MI 48105, USA
Tobacco Induced Diseases 2012;10(April):6
KEYWORDS
ABSTRACT
Background:
The purpose of this study was to describe the development and evaluation of the image-based Veterans Affairs (VA) Tobacco Tactics program logo and campaign character using principles of social marketing.
Methods:
Four cross-sectional surveys with open- and closed-ended questions were used to gather participant demographic information, smoking behavior, and feedback on the development and evaluation of the Tobacco Tactics program logo and campaign character. The first 3 surveys were conducted with 229 veterans, visitors, and staff to obtain feedback for the final logo and character choice. The fourth survey was conducted with 47 inpatient veteran smokers to evaluate the Tobacco Tactics manual which was illustrated with the logo and campaign character. Descriptive statistics and bivariate analyses comparing demographic characteristics and tobacco use variables to opinions about the pictures for each round of testing were computed.
Results:
After three rounds of testing to modify the logo and character choices based on participant feedback and survey data, the bulldog logo was chosen to represent the VA Tobacco Tactics program as it was viewed as strong and tough by the majority of participants. About 80% of the participants rated the manual highly on items such as logo, color, and pictures/illustrations. Almost 90% said they would recommend the manual to someone trying to quit smoking.
Conclusion:
Social marketing techniques that include consumer feedback to develop appealing tobacco cessation campaigns can increase consumer engagement and enhance the development of compelling tobacco cessation campaigns to compete with the influential marketing of tobacco companies.
The purpose of this study was to describe the development and evaluation of the image-based Veterans Affairs (VA) Tobacco Tactics program logo and campaign character using principles of social marketing.
Methods:
Four cross-sectional surveys with open- and closed-ended questions were used to gather participant demographic information, smoking behavior, and feedback on the development and evaluation of the Tobacco Tactics program logo and campaign character. The first 3 surveys were conducted with 229 veterans, visitors, and staff to obtain feedback for the final logo and character choice. The fourth survey was conducted with 47 inpatient veteran smokers to evaluate the Tobacco Tactics manual which was illustrated with the logo and campaign character. Descriptive statistics and bivariate analyses comparing demographic characteristics and tobacco use variables to opinions about the pictures for each round of testing were computed.
Results:
After three rounds of testing to modify the logo and character choices based on participant feedback and survey data, the bulldog logo was chosen to represent the VA Tobacco Tactics program as it was viewed as strong and tough by the majority of participants. About 80% of the participants rated the manual highly on items such as logo, color, and pictures/illustrations. Almost 90% said they would recommend the manual to someone trying to quit smoking.
Conclusion:
Social marketing techniques that include consumer feedback to develop appealing tobacco cessation campaigns can increase consumer engagement and enhance the development of compelling tobacco cessation campaigns to compete with the influential marketing of tobacco companies.
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CITATIONS (8):
1.
Implementation of the Tobacco Tactics intervention versus usual care in Trinity Health community hospitals
Sonia A. Duffy, David L. Ronis, Lee A. Ewing, Andrea H. Waltje, Stephanie V. Hall, Patricia L. Thomas, Christine M. Olree, Kimberly A. Maguire, Lisa Friedman, Sue Klotz, Neil Jordan, Gay L. Landstrom
Implementation Science
Sonia A. Duffy, David L. Ronis, Lee A. Ewing, Andrea H. Waltje, Stephanie V. Hall, Patricia L. Thomas, Christine M. Olree, Kimberly A. Maguire, Lisa Friedman, Sue Klotz, Neil Jordan, Gay L. Landstrom
Implementation Science
2.
Web-Enhanced Tobacco Tactics With Telephone Support Versus 1-800-QUIT-NOW Telephone Line Intervention for Operating Engineers: Randomized Controlled Trial
Seung Hee Choi, Andrea H Waltje, David L Ronis, Devon Noonan, OiSaeng Hong, Caroline R Richardson, John D Meeker, Sonia A Duffy
Journal of Medical Internet Research
Seung Hee Choi, Andrea H Waltje, David L Ronis, Devon Noonan, OiSaeng Hong, Caroline R Richardson, John D Meeker, Sonia A Duffy
Journal of Medical Internet Research
3.
The Development of the Tobacco Tactics Website
Sonia A Duffy, Karen E Fowler, Petra S Flanagan, David L Ronis, Lee A Ewing, Andrea H Waltje
JMIR Research Protocols
Sonia A Duffy, Karen E Fowler, Petra S Flanagan, David L Ronis, Lee A Ewing, Andrea H Waltje
JMIR Research Protocols
4.
Effectiveness of the Tobacco Tactics Program in the Trinity Health System
Sonia A. Duffy, David L. Ronis, Carrie A. Karvonen-Gutierrez, Lee A. Ewing, Stephanie V. Hall, James J. Yang, Patricia L. Thomas, Christine M. Olree, Kimberly A. Maguire, Lisa Friedman, Donna Gray, Neil Jordan
American Journal of Preventive Medicine
Sonia A. Duffy, David L. Ronis, Carrie A. Karvonen-Gutierrez, Lee A. Ewing, Stephanie V. Hall, James J. Yang, Patricia L. Thomas, Christine M. Olree, Kimberly A. Maguire, Lisa Friedman, Donna Gray, Neil Jordan
American Journal of Preventive Medicine
5.
Cost-effectiveness of a nurse-delivered, inpatient smoking cessation intervention
Charlotte Ward, Stephanie Hall, Paul Barnett, Neil Jordan, Sonia Duffy
Translational Behavioral Medicine
Charlotte Ward, Stephanie Hall, Paul Barnett, Neil Jordan, Sonia Duffy
Translational Behavioral Medicine
6.
Protocol of a randomized controlled trial of the Tobacco Tactics website for operating engineers
Sonia Duffy, David Ronis, Caroline Richardson, Andrea Waltje, Lee Ewing, Devon Noonan, Oisaeng Hong, John Meeker
BMC Public Health
Sonia Duffy, David Ronis, Caroline Richardson, Andrea Waltje, Lee Ewing, Devon Noonan, Oisaeng Hong, John Meeker
BMC Public Health
7.
Overcoming Challenges in Multisite Trials
Laureen Smith, Alai Tan, Janna Stephens, David Hibler, Sonia Duffy
Nursing Research
Laureen Smith, Alai Tan, Janna Stephens, David Hibler, Sonia Duffy
Nursing Research
8.
The Viewpoints of Urban High School Male Students, Parents and Teachers About Cigarette Smoking by Adolescents: A Social Marketing-Based Qualitative Study, Shiraz, Iran
Masoud Karimi, Mohammad Kaveh, Mohammad Morowatisharifabad
Shiraz E-Medical Journal
Masoud Karimi, Mohammad Kaveh, Mohammad Morowatisharifabad
Shiraz E-Medical Journal
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