title: Cost-effective smoke-free multiunit housing media campaigns: connecting with local communities.
abstract: Presented are cost-effective paid media strategies to educate Californians to advocate for stronger smoke-free multiunit housing (SF-MUH) policies between 2006 and 2008. Included is a summary of general market and specific ethnic market costs that correspond to SF-MUH attitudes and home smoking bans. Statewide questionnaires indicated that half of the intended general market saw an antitobacco TV ad and half of the intended ethnic markets heard radio ads. Analyses indicated that it cost $0.67 and $0.78 per person to see Caution Tape and Apartment TV ads, respectively. Slightly higher per capita costs corresponded with positive attitudes toward SF-MUH: $0.87 for Caution Tape and $1.00 for Apartment. Lessons learned from this campaign included effectiveness of specific ads in ethnic markets, impact on SF-MUH work plan policy objectives, and the need for collaborations among state and local partners throughout the message development process.
authors.affiliation: California Department of Public Health, Sacramento, CA, USA.
authors.forename: Mary V
authors.initials: MV
authors.lastname: Modayil
authors.forename: Theodora B
authors.initials: TB
authors.lastname: Consolacion
authors.forename: Jonathan
authors.initials: J
authors.lastname: Isler
authors.forename: Sandra
authors.initials: S
authors.lastname: Soria
authors.forename: Colleen
authors.initials: C
authors.lastname: Stevens
mesh_terms: D002140:California; D003362:Cost-Benefit Analysis; D005260:Female; D006293:Health Promotion / Q000191:economics* / Q000379:methods; D006801:Humans; D008297:Male; D008402:Mass Media; D012111:Residence Characteristics; D012907:Smoking / Q000208:ethnology; D011795:Surveys and Questionnaires; D014028:Tobacco Smoke Pollution / Q000517:prevention & control*
chemical_list: D014028:Tobacco Smoke Pollution