2 si updated - stanford mobile presentation
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Transcript of 2 si updated - stanford mobile presentation
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Tobacco Regulations Mobile Texting Program
Sanjay J. Koyani / Senior Communications AdvisorU.S. Food and Drug Administration
Center for Tobacco [email protected]
301.796.9315
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June ‘09: President Obama Signs the Tobacco Control Act
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Educational Campaign• Audience
– Primary: Tobacco Retailers (very diverse: big chains and mom & pop stores)
– Secondary: State Tobacco Control• Goal
– Educate about Regulations on Sale and Promotion of Tobacco Products
– Encourage voluntary compliance with FDA Tobacco Product Regulations and enlist retailer’s support.
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Multi-Touchpoint Approach
• Posters & Flyers• Podcasts• Twitter• Google Adwords• Direct Mail• Mobile
•Syndicated Content•RSS•Widget•Badges•E-mail Updates•Ideation for Feedback
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Mobile Pilot Program
• Educational Text Messages
• Quiz questions for one month
• Recognition prize on FDA.gov Podcast & YouTube
Learn about new FDA tobacco regulations!
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Mobile Content ExamplesWeek 1 Messages: • Monday Message: To Everyone
– FDA: What happened to light, low & mild? Beginning on June 22, tobacco companies are no longer allowed to use these labels. To stop, reply RET QUIT [149]
• Wednesday Message: To Retailers & State/Local– FDA: Remember to check IDs for anyone under 27 buying
tobacco. It's the new law and helps protect our youth. http://www.fda.gov/tobaccoretailers . [145]
• Wednesday Messages: To General Public / Other– FDA: Are you under 27? If so, you may be carded when buying
tobacco products. The new laws are to protect youth. http://www.fda.gov/protectyouth. [150]
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Mobile Quiz ExamplesWeek 1 Quiz:
• Friday Quiz Invitation: To Everyone– FDA QUIZ: For a chance to win national recognition in one of our
podcast series! Reply QUIZ to begin. For full rules visit: http://www.fda.gov/m/ucm221831 [155]
• Quiz– FDA QUIZ: What happened to light, low, mild? A) The labels are
now in health warnings, B) These labels are no longer allowed. (Reply A, B) [140]
– Correct Answer• That's correct! Tobacco companies are no longer allowed to label products as
light, low, mild. You've been entered to be featured in an FDA podcast [147]
– Incorrect Answer• Sorry! Tobacco companies are no longer allowed to label products as light,
low, mild. Please try again next week. [113]
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Mobile Recognition Examplehttp://tinyurl.com/4rcne88
http://go.usa.gov/rh1
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Why Use Recognition?• Incentive to maintain engagement/
relationship building• Empowers Audience• Create role models• Content for FDA’s Channels• Possibilities of Compensation in the future
(builds buzz, acknowledges performance)
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Promote! Promote! Promote!• One month sign-up period• Email Blasts to Partners and
Stakeholders• Online Ads at Retailer Destinations• Vendor’s Mobile Network• Mobile Google Adwords• Leveraging Partners Mobile Text
Program (CDC)• Twitter Announcements• Direct Mail• Website Button
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Evaluation Survey • Over 1000 subscribers• Total Started Survey: 85 • Total Completed Survey: 65
(76.5%)• 87% of respondents
where satisfied or very satisfied with the messaging program.
• 79% of respondents found the messages to be very effective or somewhat effective.
FDA - Mobile Text Messaging Survey
37%
3%
50%
10%
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
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Survey DemographicsLevel of Education• High school or less 5%• Some college 30%• College degree 31%• Advanced degree 34%
Role• Individual interested in tobacco
regulations - 28.6%• Employee of a retail or wholesale
company who sells tobacco - 7.9%• Employee of a tobacco manufacturer
or grower - 1.6%• Public Health Professional - 38.1%• Public Health Advocate - 6.3%• State or local control official - 4.8%• Other (please specify) - 12.7%
FDA - Mobile Text Messaging Survey
Individual interested intobacco regulations
Employee of a retail orwholesale company whosells tobacco
Employee of a tobaccomanufacturer or grower
Public Health Professional
Public Health Advocate
State or local controlofficial
Other (please specify)
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Other Findings• Respondents liked the text message topics and the
fact that they were "short and to the point"; however, they would also like to see them more frequently.
• Regarding the quizzes, over 50% did not take the quizzes, but those that did preferred a monetary award to be offered as a prize.