The 13th World Conference on Tobacco OR Health

Objective: This will be a 15-minute oral/Powerpoint presentation outlining how a two person advocacy group on a low budget generates a high level of ‘unpaid' media coverage of tobacco control issues.

Methods: The presentation is based on an analysis of media coverage of tobacco related issues (print, radio and TV) for 2005. We identify the media coverage generated by ASH, the costs of generating the coverage and the commercial value compared to government funded mass media anti smoking campaigns. Measurements include type of media, prominence, theme, slant, media impressions, population exposure and estimated commercial value. The mechanisms for generating successful media coverage will also be examined.

Results: Generating unpaid media is a valuable low cost tool in increasing the media profile of tobacco issues, including latest tobacco harm and reasons for quitting. Media coverage is mostly positive, with high reach and at a fraction of the cost of government funded media campaigns. Mechanisms include: understanding the media process; monitoring sources for latest research, political developments and industry conduct; and re-framing issues into a newsworthy media release for distribution to media outlets.