|CDC Tips II Campaign|
Dear National Native Network Members and Stakeholders, In March 2012, the Centers for Disease Control and Prevention (CDC) launched the first-ever paid national tobacco education campaign — Tips From Former Smokers (Tips). Tips encourages people to quit smoking by showing the toll that smoking-related illnesses take on smokers and their loved ones. The hard-hitting ads show people living with the real and painful consequences of smoking or exposure to secondhand smoke.
Subsequent phases of the Tips campaign in 2013 and 2014 have expanded on the success of the first Tips campaign—and offer a closer look at additional, devastating illnesses caused by smoking.
Real People, Not Actors
Many of the people seen in Tips ads started smoking in their early teens, and some were diagnosed with life-changing diseases before they were age 40. Some are nonsmokers who developed serious illnesses from exposure to secondhand smoke.
The ads feature suggestions, or “tips,” from former smokers on how to get dressed when you have a stoma or artificial limbs, what scars from heart surgery look like, and reasons why people have quit smoking.
The Tips campaigns serve as an important counter to the more than $950,000 that the tobacco industry spends each hour—more than $23 million a day—on cigarette advertising and promotion.
The Impact of the Tips From Former Smokers Campaign
The first Tips campaign in 2012 lasted 12 weeks, and the ads were placed in/on television, radio, print (magazines), out-of-home (billboards, bus shelters), in-theater, and online through digital video, display, search, and mobile channels. The campaign included paid ads and public service announcements in English and Spanish.
Additional resources were and continue to be made available to the public through the Internet, including Facebook, Twitter, and YouTube.
Many smokers and their loved ones responded to the 2012 campaign.
Tips in 2014
CDC is capitalizing on the success of the first two Tips From Former Smokers campaigns by launching a third round of ads in 2014. This campaign will spotlight health conditions that were not seen fully in previous years, including severe gum disease, serious problems caused by smoking during pregnancy, lung cancer, and health problems that can develop in HIV positive people who continue to smoke.
The 2014 plan will also focus on reaching low socioeconomic groups, which have high smoking rates.