Unlocking the Door to Understanding Our Target Audiences: Tobacco Control

Speaker:
Rebecca Murphy, MPH, Health Communications Specialist, Office on Smoking and Health, Centers for Disease Control and Prevention

Program Description:

The greatest asset of Social Marketing is the emphasis placed on understanding a target audience. Using primarily tobacco control case studies, Rebecca Murphy discusses practical health communication campaign methods to better understand a population segment. From labor union males to pregnant women, understanding the unique characteristics of each group contributes to a successful public health initiative.

Rebecca Murphy is a 12-year veteran in tobacco control. Prior coming to CDC, she was the Utah IMPACT Coordinator and Western New York Field Director for ASSIST. Rebecca has won five national awards for health communication efforts, including four national publicity awards for her work with the American Cancer Society's Great American Smokeout.

Objectives:
As a result of this program, participants will be able to:

• Define social marketing
• Describe at least two effective strategies to promote smoking cessation

Satellite broadcast originally aired Nov. 15, 2001.