CASE STUDY: DHS – Tobacco Prevention and Education Program

Pac/West developed and managed the State of Oregon’s acclaimed Tobacco Prevention and Education Program (TPEP) in partnership with the Department of Human Services from 1998 to 2007. Over the nearly 10-year time period, we were responsible for managing an ongoing statewide social marketing campaign designed to change behavior and social norms around tobacco use and acceptance. As a key benchmark of success, tobacco use in the state dramatically declined over the course of the campaign. The Centers for Disease Control and Prevention (CDC) has distinguished Oregon’s Tobacco Prevention and Education Program as a national model.

With a total budget of $20,704,972 from January 1998 through April 2007, the primary goals of the TPEP campaign were to prevent the initiation of tobacco use among young people; promote quitting among young people and adults; eliminate exposure to secondhand smoke; and identify and eliminate disparities related to tobacco use or tobacco industry targeting and its effects among different population groups.

Advertising, earned media, community outreach, collateral development and partner outreach were all part of the marketing mix managed and executed by Pac/West and its sub-consultants. All projects and contract services were accomplished within the budget and on schedule.

Pac/West and its sub-consultants worked closely with DHS to:

• Generate favorable news stories and editorials
• Extend the program’s reach through compelling TV, radio and print ads
• Build the capacity of community coalitions and partners
• Coordinate and launch community events
• Develop visually engaging collateral
• Harness the Internet to educate and engage people

In particular, partner engagement played a significant role in the overall success of TPEP. Pac/West worked closely with staff at 14 county health departments, public health advocacy organizations (such as the American Lung Association of Oregon) and various priority population community coalitions, including the African American Tobacco Prevention & Education Network, Native American Rehabilitation Association, Oregon LGBTQ Coalition Against Tobacco, The Latino Tobacco Prevention Network and the Asian and Pacific Islander Health Network.

Measurable Results
The value of earned anti-tobacco media coverage during the last three years of the campaign alone topped $1.35 million (according to PRtrak, an online evaluation tool). Additionally, more than $6 million in donated advertising was secured over the course of the campaign. The success of Pac West’s efforts can most clearly be seen in Oregon’s dramatically reduced rates of tobacco use:

• There are 94,000 fewer adult smokers in Oregon
• There has been a 55 percent drop in eighth-grade smokers
• More Oregonians than ever are protected from secondhand smoke