Case Study: Every Try Counts

For the below piece, I prepared a case study of an existing strategic communication campaign, focused on promoting a prosocial behavior that has been fielded within the past ten years. The main study includes explanations regarding the following: description of the problem, the target audience, the formative research and results, the campaign message, project evaluation, and theoretical application assessment. In selecting a prosocial behavior, it was difficult to find published formative research, fortunately, I discovered the campaign “Every Try Counts” with the needed information and results available.

The “Every Try Counts”, is a campaign to help active smoking adults on the road to quitting through marketing positive and accepting messages that were designed to empower and motivate. In developing the campaign, the Food and Drug Administration, conducted extensive research to develop effective strategies and messages including: Literature reviews, focus groups, and testing with more than 1,500 members of the target audience. Ultimately, the campaign developed messaging to change the attitude and belief of what it means to quit smoking, increase motivation to try quitting again, and encourage smokers to continue attempting to quit.

I gathered all the necessary and supplemental information regarding the campaign and the effects of smoking in society, on health, and the history of the tobacco industry for a well-rounded study. This is an informative piece that displays my ability to research and discuss a prosocial behavior and campaign, while assessing its messages from a theoretical standpoint.

The document is available through the link below:

https://drive.google.com/file/d/1Ig-sEWtLKxSD9TUaAfX41beQFWo79Y4Z/view?usp=sharing

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References:

American Cancer Society. (2018). Health Risks of Smoking Tobacco. Retrieved from

https://www.cancer.org/cancer/cancer-causes/tobacco-and-cancer/health-risks-of-

smoking-tobacco.html

Centers for Disease Control and Prevention (CDC). Quitting Smoking Among Adults – United

States, 2000-2015. Morbidity and Mortality Weekly Report. 2017;65(52):1457-1464.

Fishbien, M. & Yzer, M. (2003) Using Theory to Design Effective Health Behavior

Interventions. Communication Theory. 13, 164-183.

Food and Drug Administration (2018). Every Try Counts Campaign- FDA. Retrieved from

https://www.fda.gov/TobaccoProducts/PublicHealthEducation/PublicEducationCampaign

s/EveryTryCountsCampaign/default.htm#Reference

Katz, M.J. (2017) FTC Releases Report on 2015 Cigarette and Smokeless Tobacco Sales and

Marketing Expenditures. The Federal Trade Commission. Retrieved from https://www.ftc.gov/news-events/press-releases/2017/10/ftc-releases-reports-2015-cigarette-smokeless-tobacco-sales

McCullough, M. (12/13/2017). The Latest Anti-Tobacco Ads Tell Philly Smokers: It’s Okay to

Try, Try, Try Again to Quit. The Inquirer. Retrieved from https://www.philly.com/philly/health/stop-smoking-philadelphia-anti-tobacco-campaign-fda-20171214.html

Public Health. (2018). Smoking in America. Retrieved from

https://www.publichealth.org/public-awareness/smoking-in-america/

U.S. Department of Health and Human Services (2014). What You Need to Know About

Smoking: Advice from the Surgeon General’s Reports on Smoking and Health (Fact Sheet). Atlanta, GA

Photos courtesy of the “Every Try Counts” Campaign

https://www.fda.gov/TobaccoProducts/PublicHealthEducation/PublicEducationCampaigns/EveryTryCountsCampaign/ucm588395.htm. A U.S. Department of Health and Human Services public education initiative