LGBT Counter-Advertising
The Rescue SCG Approach
BBCBCA uses hard-hitting counter advertising to cause anti-tobacco attitudes specifically amongst those who currently smoke or are at-risk of smoking. BBCBCA fits within the Media component of the MAPPS model for comprehensive tobacco prevention. In addition, BBCBCA can support policy change efforts within the MAPPS model through messaging and education at events, acquiring support for policy change from a hard-to-reach audience.
Components of Full-Service Intervention Management
Rescue SCG fully implements a BBCBCA intervention in your local community using local staff recruited from within the targeted culture. Rescue SCG begins with expeditious formative research that provides specific recommendations such as message(s), venues, social leaders, and tobacco attitudes to target. Implementation focuses on branded events at bars and clubs that deliver anti-tobacco messaging and create experiences to associate positive identity characteristics with a tobacco-free lifestyle. Between events, RSCG delivers messaging through brand ambassadors, direct mail, web, and street marketing, while a local advertising agency partner places outdoor and print media.
Branded Bar & Club Events – These events create direct experiences that associate a tobacco-free lifestyle with identity and cultural characteristics desired by at-risk young adults. Messaging at events occurs through displays, event campaign staff, and social activities.
Brand Ambassadors – Influential young adults are recruited and trained to represent the brand in their social environments. In between events, these brand ambassadors reinforce and redistribute the anti-tobacco message authentically.
Database Marketing – Similar to the tobacco industry, mailing lists of at-risk young adults are compiled and direct mail advertisements are sent to reinforce the behavior change message between events.
Supplementary Traditional Media1 – Web, outdoor and print media are used to reinforce the message that is delivered through real-life experiences in bars and clubs. Typically, Rescue SCG manages web strategies, while a local ad agency places outdoor and print media.
Process evaluation is based on event attendance, web traffic, mailing list sign-ups, and periodic surveying, while outcome evaluation can be conducted with cross-sectional or cohort samples.1 Rescue SCG provides a logic model, sample survey instruments, and impact timeline to assist with evaluation planning.2
1. TV and Radio media are not recommended for LGBT populations
2. Outcome evaluation not included but can be conducted with an independent or client-based evaluator
