Mass Media Resource
To help ease the burden and cost of developing new creative material, WLF convened a meeting of the Mass Media Taskforce, a panel that includes some of the world's foremost experts in tobacco control social marketing. The group was asked to select ads that could be included in a collection of best practice campaigns. A key element in the selection was to choose ads that could be effective and easily adapted and licensed in developing countries. The result was an updated and digital Mass Media Resource (MMR), which includes hard-hitting ads that address the health effects of smoking and secondhand smoke, as well as testimonials from victims of tobacco use.
The MMR was designed, produced and translated into six additional languages, including Mandarin, Arabic and Spanish. The Resource includes guidelines on campaign planning and implementation, research and evaluation, and obtaining free media through public relations efforts.
WLF provides technical assistance and financial
support for the development, implementation and
evaluation of tobacco control mass media
campaigns. These campaigns may be a
stand-alone intervention, encouraging smokers
to quit, or may support another tobacco control
policy such as smoke-free environments.
On this site, you may watch ads from
WLF-supported campaigns in Brazil, China,
World Lung Foundation has a number of posters and other materials available for lung health practitioners. At left is WLF's campaign guidelines poster, explaining the steps to putting together an effective mass media campaign.