CTCP Proposal/Final Case

Background

As stated by the CDC, smoking is the leading preventable cause of death in the
United States (CDC, 2008). In 1988, California voters approved Proposition 99, which
added a 25-cent tax to each pack of cigarettes bought. Some of the money from this tax
is used to fund the California Tobacco Control Program (CTCP), which has seen
enormous prevention success in the state and is used as a model for other prevention
programs nationally and internationally. The programs past successes have been
determined by the percentages of non-smokers in the state:
87 percent of Californians dont smoke
California has the lowest per capita cigarette consumption in the country
Youth smoking prevalence is one of the lowest in the nation
Californians have saved $134 billion in health care costs

Having covered a lot of ground, the CTCP still has a lot to do. There are still
approximately four million adult and youth smokers in the state. The tobacco industry
spends $1 million an hour in the U.S. to gain new customers and keep current users
addicted. The most recent CDC report on the health consequences and costs of
smoking states that 36,684 deaths and about $8.6 billion in productivity losses between
2000 and 2004 were directly attributed to smoking. About $9.6 billion in overall health
costs were directly attributed to smoking in the year 2004 alone (CDC, 2014). California
is the most populous and diverse state in the nation, which means specific subgroups in
the population experience varying levels of smoking. 27.4 percent of the LGBT
population smokes compared to 12.9 percent of heterosexuals between the ages of 18
to 65 (CTCP, 2013). Of the 14 million Hispanics in California, approximately 1,667,633
smoke. In the African American community, there are about 404,637 smokers (CDC,
2014). With the level of diversity among Californias population it makes it difficult to
target specific key publics, but also, misinformation sometimes results in a lack of
support among families of smokers.

The good news is that among both males and females in the state, 50 percent of
smokers attempted to quit for a day or more, which shows that it is in the self-interest of
many smokers to quit (CDC, 2014). Research on the success of past campaigns shows
that the most effective anti-tobacco media (1) educates the public on the effects of
secondhand smoke, (2) highlights the industrys efforts to gain new customers, and (3)
explains the overall negative effects of tobacco. The California Smokers Helpline is in
place to give smokers a specialist to talk to and access to services that will help them
quit. The hotline caters to callers in 12 different languages and went from receiving
93,050 calls in 2010 to 113,115 calls in 2011. Approximately 25 percent of callers
receive counseling and/or medications (CDC, 2014). The CTCP has past experience
and tactics already in place to help people in quitting.

The following table is a SWOT analysis on the CTCP organization:

Strengths Weaknesses
- Supportive public, interested in quitting
- Experienced in conducting statewide
campaigns
- Families can be unsupportive of efforts to quit
smoking
- Multiple, diverse publics make it hard to target
- Extensive, detailed background
research on the effects of smoking
- Past success of campaigns
- Vast resources at our disposal
multiple groups for a large effect
- Effects of addiction are hard to overcome
Opportunities Threats
- Reduce smoking rates among minority
groups
- Further unite people against smoking
- Increase individual health, which
would lower health care costs
- Cultural/language barriers
- Tobacco industrys intensive advertising
campaigns


Situation Analysis

California has a diverse population, half of which are comprised of Hispanic,
Asian, African American, Native American, and Native Islander minority groups.
Hispanics has the highest population after the White demographic, followed by Asians
and African Americans (US Census, 2010). California has the lowest per capita cigarette
consumption that 87 percent of Californians do not smoke and the youth smoking
prevalence is one of the lowest in the nation. However, there are nearly four million adult
and youth smokers in the state. Research shows that men have had a higher smoking
prevalence than women (California Department of Public Health, 2010), and Hispanics
have the highest smoking population among minorities in California. Among the ethnic
groups, African Americans and Hispanics have a higher percentage of people who
smoke (Current smoking status, 2014). Also, the LGBT community has a greater
smoking prevalence than the heterosexual population (California Department of Public
Health, 2013). On the other hand, the anti-smoking campaign has gained great success
and support. Californians have saved $134 billion in health care costs, and 73 percent of
California voters support a comprehensive ban on smoking in all areas accessible to the
public (American Lung Association, 2014). Male Hispanics with a college education or
more income are more likely to respond to anti-smoking campaigns (Liu & Tan, 2009).
To further encourage people to quit smoking, the campaign should focus on
counteracting the social benefits of smoking, draw young adults attention to shorter-
term physical risks (Aryal, 2013), and encourage parents to create smoke-free homes
(Song Glantz & Halpern-Felsher, 2009). Also, the most effective anti-tobacco media
efforts educate both smokers and nonsmokers about the impact of secondhand smoke,
highlight the tobacco industrys strategies to expand their customer base, and explains
the overall magnitude of tobaccos negative effects.

California public health department may face several obstacles while it further
implements the anti-smoking campaign. The tobacco industry has put a lot of effort to
fight against the successful anti-smoking campaign. It continues to spend $1 million an
hour in the US to attract new smokers and keep current customers addicted. The
industry also targets the African American, Hispanic (American Lung Association, 2010),
and LGBT communities (McCroy, 2014). It even gave donations to elected LGBT
officials (McCroy, 2014). This may encourage the LGBT community to smoke. Although
a high percentage of African Americans want to quit smoking, most have great difficulty
overcoming their addiction (National African American Tobacco Prevention Network,
2012). Cultural factors can be great obstacles to anti-smoking campaigns. California
public health department should be prepared to overcome the cultural barriers and the
tobacco industrys strategies when it implements the anti-smoking campaign.

Core Problem

California must increase support for tobacco-free social norms, or people will suffer from
health problems and society will spend more on healthcare, which will lead to the
breakdown of society and death of Californians.

Goal and Objectives

Goals

The goal of the campaign is to implement CTCP resources to help create tobacco-free
social norms in California, prevent nonsmokers from starting to smoke, and help those
already addicted quit smoking.

Objectives and Evaluations:

1. Reduce the number of young adult cigarette smokers by 300,000 over the next two
years.
Evaluation: Have a survey before the campaign tracking how many young adult
smokers, evaluate change after campaign.

2. Increase phone call traffic to California Smokers Helplines by 50 percent by the end
of the first year of the campaign.
Evaluation: Measure phone call traffic at the start of the campaign and the end of
the first year.

3. Gain support of three opinion leaders for each key public in three months.
Evaluation: Did we gain support from for three different opinion leaders in each
key public within three months?

4. Decrease the amount of cigarettes purchased throughout the campaign by 25
percent.
Evaluation: Measure cigarette sales throughout the campaign and whether sales
drop 25 percent by the end of the campaign.

5. Increase membership to addiction support groups by 40 percent by the end of the two
year campaign.
Evaluation: Keep records of group membership and, at the end of the campaign,
evaluate whether group membership increased 40 percent.

Big Idea

Four publics have been chosen for this campaign: the LGBT community, young adults,
African American men, and Hispanics and their families. These publics were chosen
based on their high smoking rates and potential risk. Each public has overlapping areas
of self-interest. All are concerned about social acceptance, yet desire their
independence. They want their individual cultures to be respected. All hope for a positive
future for themselves, their friends, and their families.

Big Idea Strategy: Targeting these groups in their places of interest, where they feel at
ease and comfortable being themselves, and appealing to their cultural identity.
Message: Find your identity beyond smoking. You have a unique culture worth
celebrating.
Tangible Representation: Statewide campaign with fight the light vans that travel to
cities across California--holding events tailored to the interests of each community in
which they stop (pride rally for the LGBT community, Latino festival for the Hispanic
population, etc.) At these events, CTCP representatives will hand out nicotine patches,
nicotine gum, support group business cards, etc.
Slogan: Break from the pack.

Key Publics

LGBT community

The LGBT community proves a major demographic impacted by smoking and
one worth targeting. Smoking within the LGBT community is incredibly prevalent in
California, with 235,914 smokers. Studies indicate that the stress, anxiety, and
depression that accompanies the pressure of being gay increases their desire to smoke.
The community is motivated by fair and equal treatment and acceptance in society. The
population is quite well-read and technologically savvy, so mass media as well as social
media would prove viable communication channels. Reaching them in person during
political events, at health care clinics, or in HIV/AIDS support groups would also prove
valuable.
Current relationship: The LGBT community is very aware of the CTCP and our
efforts to help vulnerable populations. However, they may not see themselves as a
vulnerable population and may not recognize the ways in which the tobacco industry
exploits them. If we can help the LGBT community recognize how the tobacco industry
likewise impacts them, they might be more willing to trust us and respond to our tactics.
Influentials: Influentials for the LGBT community would include celebrities or
politicians with ties to a pro-gay agenda.
Self-interests: The LGBT community deeply values liberation, individualism,
social success, and acceptance. They also are heavily involved and concerned with the
political sphere and the advancement of their rights. The LGBT community likewise
cares about their personal health and well-being as well as those of their friends. Many
have been personally affected by HIV, knowing friends who have contracted or died
from the disease, so they would likely be responsive to the message that smoking
accelerates the onset of AIDS.

California Young Adults

700,000 of California smokers fall into the 15-24 age demographic. For this
reason, we believe it valuable to young adults. College culture in California, in particular,
notes a spike in partying, smoking, and drug-related activities. Young adults are deeply
concerned with fitting in and belonging socially and may also be impacted by the
prominence of hipster culture, which values rebellion against authority and social norms.
The population is quite well-read and technologically savvy, so mass media as well as
social media would prove viable communication channels.
Current Relationship: California young adults have little to no relationship to the
CTCP. Though exposed to our efforts primarily during high school campaigns, this
relationship distances once they become consumed in college culture.
Influentials: Key influentials could include celebrities that younger generations
relate to or peers negatively impacted by smoking.
Self-Interests: As mentioned, young adults are deeply motivated to fit in and
discover social acceptance. However, they are also concerned with their futures and
performance in academic and career settings.

African American Men

Statistics show that tobacco use is high among African American men in
California, with 24.8 percent smoking. For years, the tobacco industry has sold to them
by billing their efforts as a celebration of hip-hop culture. Many African American men
are aware of the side effects of smoking as well as its impact upon their families and
research shows they view smoking as socially unacceptable and are highly motivated to
quit. However, in studies following African American men who have tried to quit over the
past year, only 3.3 percent were still not smoking after six months. Because of their
motivation to quit, yet their trouble following through, personalized communication
channels through mass media and face-to-face interaction would prove most beneficial.
Current Relationship: Studies indicate that African American men are familiar with
the CTCP and their messages of the negative impact of smoking.
Influentials: African American men would likely be most impacted by those who
have overcome their smoking addictions and who could give them hope and an example
to follow when attempting to quit. African American celebrities and athletes would also
prove influential.
Self-Interests: African American men are deeply concerned with their stress
levels in a society where they often feel marginalized. Likewise, they are concerned with
their economic well-being and are motivated to create better lives for themselves and
their families.

Hispanic families

Smoking among Hispanic men (18.7 percent) is higher than that of Hispanic
women (7 percent) in California, but we believe that due to the strong familial ties within
Hispanic culture, a campaign targeting Hispanic families and communicating the
dangers of second-hand smoke would prove most effective. By integrating Spanish into
our overall campaign as well as targeting popular Hispanic mass media outlets, we
believe this public will be best reached.
Current relationship: The CTCP has little ties to the Hispanic community. We
believe that broadening our efforts and integrating bilingual campaigns would better tie
us to the Hispanic population in California.
Influentials: Widely-recognized celebrities of Hispanic descent in the community
would prove the most influential. Family members would likewise help current smokers
in their quest to quit.
Self-Interests: Strong familial ties permeate Hispanic culture, so the community
would be primarily concerned with the health and well-being of their families. They also
value the economic impact of their purchases. The Hispanic population is likewise
concerned with being accepted by society while still maintaining their cultural roots.

LGBT community

Primary/secondary messages

Smoking is not a form of identity
o Tony Robbins: The true meaning of life and finding your identity
(tonyrobbins.com).
o Finding true happiness does not come through packaged materials. What
to do instead of smoking (huffingtonpost.com):
! Excercise. The groups were then tested six months later to assess
their relapse rate. Of those who had taken the medication alone, 38
percent had slipped back into depression. Those in the
combination group were doing only slightly better, with a 31
percent relapse rate.The biggest shock, though, came from the
exercise group: Their relapse rate was only 9 percent!
! Sleep more. Negative stimuli get processed by the amygdala;
positive or neutral memories gets processed by the hippocampus.
Sleep deprivation hits the hippocampus harder than the amygdala.
The result is that sleep-deprived people fail to recall pleasant
memories, yet recall gloomy memories just fine.
! Spend time with friends and family. Not staying in touch with
friends and family is one of the top five regrets of the dying. We are
happy when we have family, we are happy when we have friends.
! 5. Go outside. Making time to go outside on a nice day also
delivers a huge advantage; one study found that spending 20
minutes outside in good weather not only boosted positive mood,
but broadened thinking and improved working memory!
! 6. Help others. One of the most counterintuitive pieces of advice I
found is that to make yourself feel happier, you should help others.
In fact, 100 hours per year (or two hours per week) is theoptimal
time we should dedicate to helping others in order to enrich our
lives.
o Aware that Tobacco industry targets other vulnerable groups, but may
not realize targeting them too.
http://www.cdph.ca.gov/programs/tobacco/Documents/Media/LGBT%20S
moking%20Prevalance.pdf
Be stronger than your addiction
o Seventeen million Americans try to give up smoking each year (quit.ca).
o Take a look at these figures for the UK. In 1972 about 50% smoked. In
1990, that number had fallen to just under 33%. At present, just under
20% of UK citizens continue to smoke. So while there has been progress
according to UK site, Patient.co.uk, the fact remains that smoking is still
the greatest single cause of illness and premature death in the UK.
o Showcase yoga instructors, artists, university students, restaurant owners,
musicians, etc. leading a healthy lifestyle. Smokers need to know that
quitting smoking is possible but you will be more successful quitting if you
plan to replace the smoking habit with a more positive and healthy routine
(quit.ca).
o 14 Tips to Quit Smoking (quit.ca).
o I Thought I Was Stronger than Nicotine Addiction. Share Your Story: My
Relapse Story (L. Gorman, 2011)
Get the facts, exert your independence, and be the one in control
o Tobacco industry exploiting community. They will fund and sponsor LGBT
events in the short-term, but in the long-term they give large donations to
anti-gay politicians.
http://www.tobaccofreeca.com/smoking-problem/tobacco-
industry/targeting/lgbt/
o Smoking accelerates the onset of AIDS
o http://lgbttobacco.org/files/TObacco%20and%20the%20LGBT%20Commu
nity.pdf
o example of ad: http://thinkprogress.org/lgbt/2011/05/12/177414/menthol-
tobacco-lgbt/
o Stress, anxiety, depression of being gay increases desire to smoke
o Example of manipulative tobacco industry ad:
http://lgbttobacco.org/files/Am%20Spirit%20Freedom%20to%20Ad.jpg

California Young Adults

Primary/secondary messages

Smoking makes you unattractive.
o About nine of 10 regular smokers had their first cigarettes by the time they
were 18 (FDA Commissioner Dr. Margaret Hamburg).
o In 1999, Marlboro, Camel and Newport increased their advertising in
youth-oriented magazines.

Ads for these three brands were seen by over
80 percent of youth an average of 17 times a year
(www.tobaccofreeca.com).
o Every day, more than 3,200 kids under the age of 18 smoke a cigarette for
the first time. About 700 of those become daily smokers (cnn.com).
o Terrie Hall (testimonial--had larynx removed and died at 53)
o Dating--testimonials from teens who prefer their boyfriend/girlfriend not
to smoke.
o Chaotic lifestyle, stress, a lack of control (FDA).
o Smoking as an adolescent can stunt growth, stain teeth and cause
premature wrinkles (Dr. Pick, other health professionals).
o Smokeless tobacco can cause mouth, esophagus and pancreas cancers.
Smoking takes years from your life. Where do you want to be in 20 years?
o Teenage brains are still developing and they are more susceptible to
nicotine addiction (FDA).
o Studies have estimated that every cigarette smoked shaves 11 minutes
off your life.
o Steven R. Covey and other professionals. Showcase profiles that say
explaining habits of successful people and discouraging smoking. If you
want to end up here, you need to do what I have done.
o California has one of the lowest costs for cigarettes and tobacco industries
want the population to smoke (Nate Hooper).
Know the real cost of smoking.
o Nonsmokers are happier, healthier, and wealthier (Tim Heaton,
sociologist).
o If you smoke 10 cigarettes a day in California, where a pack costs $5.19,
you would spend roughly $1,000 every year just to purchase cigarettes.
Thats $10,000 over the course of 10 years (cancer.org; smoking cost
calculator).
o Smoking can result in heart disease, liver damage, kidney failure, and
certain types of cancer (cancer.org).
African American men
Primary/secondary messages

Not smoking is a health-conscious decision
o After quitting, your body begins to do repair work and control damage.
Each day of not smoking improves your overall health. After roughly ten
years your heart can go back to that of a nonsmoker (ACA).
o Secondhand smoke results in an estimated 42,000 deaths from heart
disease in people who are current non-smokers.
o Secondhand smoke results in about 3,400 lung cancer deaths in non-
smoking adults.
o Secondhand smoke worsens asthma and asthma-related problems in up
to 1 million asthmatic children.
o Secondhand smoke causes between 150,000 and 300,000 lower
respiratory tract infections (lung and bronchus) in children under 18
months of age, with 7,500 to 15,000 hospitalizations each year
o In the United States, the costs of extra medical care, illness, and death
caused by SHS are over $10 billion per year (cancer.org).
There is hope and support to overcome addiction
o President Barack Obama joked that he was able to successfully quit
smoking because I'm scared of my wife.
o While pushing for passage of health care reform in 2009, President
Obama he admitted that he still struggled with cigarettes and has
continued to smoke on occasion as president, but that he is working on it.
I've said before that as a former smoker I constantly struggle with it. Have
I fallen off the wagon sometimes? Yes. Am I a daily smoker, a constant
smoker? No. I don't do it in front of my kids. I don't do it in front of my
family. And, you know, I would say that I am 95 percent cured.
o Allen Carrs book The Easy Way to Stop Smoking. There is a 90 per cent
success rate and a money-back guarantee. The book has sold more than
seven million copies worldwide and treated 40,000 smokers in 30
countries.
o The hotline caters to callers in 12 different languages and went from
receiving 93,050 calls in 2010 to 113,115 calls in 2011. Approximately 25
percent of callers receive counseling and/or medications (CDC, 2014).
Tobacco aims to take away. We are here to give.
o Every year, some 480,000 people die an early, premature death because
of tobacco use. It costs the health care system over $289 billion and also
lost productivity costs, according to a recent estimate (FDA).
o The most recent CDC report on the health consequences and costs of
smoking states that 36,684 deaths and about $8.6 billion in productivity
losses between 2000 and 2004 were directly attributed to smoking. About
$9.6 billion in overall health costs were directly attributed to smoking in the
year 2004 alone (CDC, 2014).
o The tobacco industry never gives. It takes away. Money, health, freedom
from addiction, etc. We are trying to enable families and give them back
what they deserve.
o Smoking doesnt make you feel good. It temporarily blocks the pain, but
makes it worse when the effects wear off. Its a temporary solution that
causes more damage (Tom Noyes, gave up smoking after a ten year
addiction).




Hispanic families

Primary/secondary messages

Families protect each other. Create a better future for your family.
o Children are influentials in helping support their parents to quit smoking
and to be the change they want to see.
o Showcase Shakira and other influentials and their non-smoking habits.
How they are putting family first.
o Most churches have addiction support groups in place. The LDS church
has a 14-step smoking addiction recovery program.
Economic toll.
o Nonsmokers are happier, healthier, and wealthier (Tim Heaton,
sociologist).
o If you smoke 10 cigarettes a day in California, where a pack costs $5.19,
you would spend roughly $1,000 every year just to purchase cigarettes.
Thats $10,000 over the course of 10 years (cancer.org; smoking cost
calculator). Thats money that could go towards providing your child an
education.
Secondhand smoke causes cancer.
o Secondhand smoke results in an estimated 42,000 deaths from heart
disease in people who are current non-smokers.
o Secondhand smoke results in about 3,400 lung cancer deaths in non-
smoking adults.
o Secondhand smoke worsens asthma and asthma-related problems in up
to 1 million asthmatic children.
o Secondhand smoke causes between 150,000 and 300,000 lower
respiratory tract infections (lung and bronchus) in children under 18
months of age, with 7,500 to 15,000 hospitalizations each year
o In the United States, the costs of extra medical care, illness, and death
caused by SHS are over $10 billion per year (cancer.org).
o linked to lung cancer, etc. lymphoma, leukemia, and brain tumors in
children, and cancers of the larynx (voice box), larynx (throat), nasal
sinuses, brain, bladder, rectum, stomach, and breast in adults.
o SHS kills children and adults who dont smoke.
o SHS causes disease in children and in adults who dont smoke.
o Exposure to SHS while pregnant increases the chance that a woman will
have a spontaneous abortion (miscarriage), stillborn birth, low birth-weight
baby, and other pregnancy and delivery problems.
o Babies and children exposed to SHS are at an increased risk of sudden
infant death syndrome (SIDS), upper respiratory and lung infections, ear
infections, and more severe and frequent asthma attacks.
o Smoking by parents can cause wheezing, coughing, bronchitis, and
pneumonia, and slow lung growth in their children.
o Tobacco smoke is a mixture of gases and particles. It contains more than
7,000 chemical compounds. More than 250 of these chemicals are known
to be harmful, and at least 69 are known to cause cancer.
o The worst exposure is at home or in the car (cancer.org).

Strategies and tactics

LGBT community

Help members of the LGBT community form a healthy, smoke-free identity through
social media.
Website that has coping strategies, contacts, and a community of smokers trying
to quit
Youtube videos showing the reality of the tobacco industry and how it targets the
LGBT community
LGBT anti-smoking Facebook page

Help members of the LGBT community recognize the health benefits of remaining
smoke-free through mass media.
Feature story on tobacco industry in LGBT publications/newsletters
Television advertisements on popular news networks featuring LGBT influentials
who discuss the negative health effects of smoking
Show ads featuring couples eating healthy, at the beach, hiking, walking the dog,
etc. and show that everyday activities become a lot harder when you smoke and
that smoking takes away some of the pleasure from the simple joys of life

Decrease amount of cigarettes purchased and consumed by the LGBT community by
promoting anti-smoking through community outreach efforts.
Smoke free parades, with speakers addressing how to quit and resources to help
quit
Educational pamphlets passed out at healthcare clinics and HIV/AIDS support
groups
Forums about quitting that involve the public and influentials

Place posters near stores that sell cigarettes detailing the effects of smoking on a
persons life

California young adults

Reduce the number of young adult cigarette smokers through the use of social media
campaigns.
Twitter hashtag: #breakfromthepack
Facebook: Break From the Pack page
Youtube videos of teens describing their dating preferences/what they think looks
good and how smoking tears down that image

Promote a healthy image for teens through teacher-student personal interaction.
Provide pamphlets for teachers to distribute among students about smoking and
how to quit smoking
Seminars for teachers about how to notice signs of smoking among their students
Teacher pass out bookmarks provided by the American Cancer Association

Foster positive self-images in California young adults by providing alternative social
outlets through events and community outreach.
CTCP sponsored beach activities, bbq, soccer, volleyball, with acoustic concerts
CTCP sponsored outdoor concert series with cigarette collection bins, promoting
smoke free social norms
Local police force going to schools/colleges and talking about the harmful effects
of smoking
Booth at colleges/universities talking about healthy lifestyles and prevention of
smoking

African American Men

Instill hope for quitting in African American men by showcasing various influentials
through mass media channels.
TV and radio spots promoting support groups
Advertisements highlighting President Obama talking about his desire to quit and
what he has done
Interviews with Michelle Obama, Will Smith, and Denzel Washington
TV ads featuring athletes promoting health

Increase traffic to local addiction recovery support groups through personal
communication.
Distribute pamphlets based on Adam Carrs book The Easy Way to Stop
Smoking and have a meet the author in various locations across the country
Have meetings at local schools talking about secondhand smoke and its effects
on children
Invite a friend day--have those attending support recovery programs invite a
friend to showcase the work they have done and what they have accomplished

Hispanics

Instill the importance of family values and a smoke-free environment among the
Hispanic population through mass media.
TV and radio promotional ads in Spanish featuring Hispanic families that
highlight
effects of secondhand smoke and advertising support groups in Spanish
Celebrity ads that promote quitting smoking, featuring Penelope Cruz, Shakira,
Enrique Iglesias, and other popular Hispanic celebrities
Anti-tobacco billboards in Spanish strategically placed in Hispanic-dominated
areas

Highlight a need to belong and a desire for a better future throughout the Hispanic
population through community outreach programs and personal communication.
CTCB sponsors community-intramural soccer tournaments
CTCB sponsors free English and music classes
Distribute business cards with support group information in Spanish
Incorporate anti-tobacco classes in Spanish into curriculum at school
Church support groups

Provide support for quitting smoking and to families of smokers through interpersonal
communication.
Free texting hotline that offers 24 hour encouragement and advice, sign-up for six
weeks
Call lines set-up that provide 24 hour service in Spanish

Budget (See attached)

Evaluation (See Objectives and Evaluations)

Agency Structure

Our agency is made up of an account team, with each member proficient in a
particular field. Our services are integrated within the team. The five-person team
working on the CTCP case specializes in strategic planning, social media, crisis
management, event coordination, research, and design. The following section will profile
each team member:

Whitney The Hammer Wilcox:
As a strong team lead, Whitney is the driving force that orients the team in the right
direction and assigns the team members tasks. She initially started in the public affairs
realm with Disney where she gained valuable experience. She then performed
community outreach in various places internationally. She spent two years in Spain,
three years in Chile, and half of a year in New Zealand. She is fluent in Spanish and has
a special ability to connect with the Hispanic populations based in California.

Emilee The Alpha Wolfe:
Having come into the public relations field with a background in nonprofit management,
Emilee quickly became the teams research and evaluation expert. She has tested and
critically examined many of the campaigns that the agency has put together to ensure
success. With a knowledge of European culture and the German language, Emilee
connects well with European populations.

Alice Ice Ice Baby Law:
Alice is no stranger to diversity. Alice is native to Hong Kong, has traveled to Taiwan,
Korea, Malaysia, Singapore, and speaks Cantonese, Mandarin, and French. She is
known for being cool under pressure and is the crisis communications pro on the team.
She also has a vast network of international contacts that she often utilizes in campaigns
across the globe.


Frank Mitty Young:
Frank is the type of person that youll find hiking in the Himalayas or base jumping off
the Eiffel Tower on the weekend. He utilizes his adventurous spirit in the office in being
the creative force on the team. If you want a campaign that hit the mark with a certain
public, be assured that Franks ideas will make it happen. Frank started his public
relations career in public affairs in Donetsk, Ukraine and is fluent in Russian.

James Smithers Brandenburg:
Having jumped on the social media craze early in the game, James is a social media
guru that not only gets a lot of hits, but can prompt action. James spent two years in
Micronesia and the Northern Mariana Islands and is fluent in the Pohnpeian language.
He has also traveled to Australia, Sweden, Denmark, and Mexico.

We have been trained in strategic planning starting with our in-depth education at
Brigham Young University. Every summer our teams come together to focus on our
agencys strategy to ensure that we stay on focus as an agency. We have been together
as a team for eight years and worked with many companies to ensure effective
communication and establish a strategic plan of action. One member of our team is
assigned to communicate with the client to resolve conflicts that may arise and focus on
business development. Our team conducts research to provide information and ensure
our strategic plan is properly oriented towards targeted publics. The list below shows our
wide range of experience and services as an agency:

Team communication and interpersonal relations
o Worked together for eight years
o Over 50 public relations campaigns
o Diversity of backgrounds and experience
Experience facilitating communication between management and staff
o Internal public relations campaign for VA hospital in Salt Lake City, Utah.
Roles included facilitating communication between administration and
staff members to improve the efficiency of healthcare provision.
International experience
o Campaign with Utah Board of Education Hispanic Outreach Program and
succeeded in campaign to increase Hispanics attending university up 10
percent.
Community presence and outreach
o Goodwill established with numerous demographics through effective
showings of community outreach to diverse populations as well as support
of health care and social services.
Research development center
o Extensive qualitative and quantitative research approaches to gain
thorough understanding of key publics.
Work in non-profit, government, religious, health, and crisis public relations
sectors
o LDS public affairs.
o Hosting public affairs events for business networking professionals.
o Hospital outreach/ health campaigns.
o Nonprofit sector.
Research/Writing teams
o Experience in research and statistics measurement programs.
Social Media Utilization
o We are required to have smart phones loaded with all current social media
apps to keep tabs on the campaign efforts for our clients. Some of these
apps include analytical tools such as Hootsuite and Alexa.
o During our eight years of experience we have tauted ourselves as being
very successful in social media campaigns by reaching out through each
channel by generating responses from users/followers.
o When dealing with the client we keep them up to date on channel activity
and what messages we are sending through the channel to the publics
making sure that the clients needs are met and exceeded.

Due to the aforementioned expertise, extensive experience, and unique services
provided by our team, we believe we would prove an excellent candidate for the
execution of your campaign.