title: The case for recycling and adapting anti-tobacco mass media campaigns.
abstract: Effective mass media campaigns are hard to come by. A delicate blend of art and science is required to ensure content is technically accurate as well as being creatively engaging for the target audience. However, the most expensive component of a media campaign is not its development but its placement at levels that allow smokers to see, engage and respond to its content. This paper uses two examples to illustrate the process of adapting existing effective material to maximise the expenditure of precious resources on the placement of material.
authors.affiliation: Cancer Institute NSW, New South Wales, Australia. trish.cotter@cancerinstitute.org.au
authors.forename: Trish
authors.initials: T
authors.lastname: Cotter
authors.forename: Donna
authors.initials: D
authors.lastname: Perez
authors.forename: Sally
authors.initials: S
authors.lastname: Dunlop
authors.forename: Wai Tak
authors.initials: WT
authors.lastname: Hung
authors.forename: Anita
authors.initials: A
authors.lastname: Dessaix
authors.forename: James F
authors.initials: JF
authors.lastname: Bishop
mesh_terms: D000329:Advertising; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008402:Mass Media; D016540:Smoking Cessation / Q000379:methods*; D000074606:Smoking Prevention