The formative stage of Index Research Consult in 2013 has undertaken some consultancy project seminar in the health sector on ameliorating smoking in pregnant women. Some perspectives were shared on smoking facts and Statistics. Smoking effects and implications, Mass Media Strategy- Concept & Execution. It also included the general smoking cessation methods, Smoking in pregnancy and interventions. The rest are possible Collaboration of Approaches Given the Source of Barriers to Action among others.

1. A SOCIAL MARKETING CONSULTANCY ON
HOW PREGNANT WOMEN COULD GIVE UP
SMOKING.
BY RAYMOND KUSORGBOR
INDEX RESEARCH CONSULT
index3094@gmail.com
0242763259
Date: Thursday Feb 7 2013.

2. Presentation Outline
 Introduction
 Smoking facts and Statistics.
 Smoking effects and implications.
 Mass Media Strategy- Concept and
Execution
 General smoking cessation methods
 Smoking in pregnancy and interventions.
 Possible Collaboration of Approaches Given the
Source of Barriers to Action

3. Introduction
 Cessation of smoking among various target
audiences is exigent public health priority. Incident
rates of smoking have increased in the past
decades, especially among pregnant women,
students, unemployed, employed people, the youth
among others. Smoking is one of the preventable
causes of deaths due to health implications it
poses. Strategies for smoking cessation vary from
one target audience to another. It is therefore very
essential to use a specific target audience and
evaluate various strategy dimensions critical to
ameliorate smoking behavior. (WHO 2008) .

4. Smoking Facts and Statistics
1.There are 1.1 billion smokers in the world today,
and if current trends continue, that number is
expected to increase to 1.6 billion by the year 2025.
2) China is home to 300 million smokers who
consume approximately 1.7 trillion cigarettes a year,
or 3 million cigarettes a minute.
3) Worldwide, approximately 10 million cigarettes are
purchased a minute, 15 billion are sold each day, and
upwards of 5 trillion are produced and used on an
annual basis.
4) Five trillion cigarette filters weigh approximately 2
billion pounds.

5. Smoking Facts and Statistics
5) While they may look like white cotton, cigarette
filters are made of very thin fibers of a plastic called
cellulose acetate. A cigarette filter can take between
18 months and 10 years to decompose.
6) A typical manufactured cigarette contains
approximately 8 or 9 milligrams of nicotine, while
the nicotine content of a cigar is 100 to 200
milligrams, with some as high as 400 milligrams..

6. Smoking Facts and Statistics
on Ghana
 In Ghana, available statistics indicated that
14.3 per cent of Junior High School students
have tried smoking cigarettes, 19.5 per cent
currently used tobacco products and 4.9 per
cent smoke cigarettes.
 Smoking will kill up to eight million people by
2030

7. Smoking effects.

8. Smoking Implications.
 On the mouth, lips, throat, larynx,
 Respiratory system effects.
 Circulatory system effects.
 Effects on the bone
 Immune system
 Brain, stomach, intestine.
 Pancreas, kidney and bladder
 Productive system effects on male and female
 Pregnancy and babies

10. Mass media planning concept

11. Strategic Planning
 Strategic planning is the process that enables the
campaign manager to set clear objectives, identify
and select specific audiences, set priorities and
select the activities of the mass media campaign-
(stakeholder consensus).
 Problem statement and situation analysis
 Tobacco control goal- overall campaign goal
 Target audience(s)- Age, sex, life stage, socio-
economic group geographical
psychographics.

12. Strategic Planning
 Campaign objective- SMART
 Strategy summary- Reward vs. Energy cost
 Activities and channels. marketing approaches to use-
advertising, public relations, media advocacy,
community based marketing.
 Opportunities for collaboration- organizations with
similar goals enhanced credibility for your campaign,
additional resources, expertise co –sponsorship of
events.
 Evaluation- formative, process and outcome
 Budget

13. Formative research
 This is research conducted among the target
audiences prior to conducting a mass media
campaign, to ensure that the campaign messages,
creative approaches and media vehicles are the best.
There are two typical stages:
1.Research on the target audience before the
development of the campaign.
2.Pre-testing, or piloting, of the advertisements to
check that those chosen are communicating as
intended and to predict how the audience may
respond to them.

14. Developing Advertising
 Select advertisements that have a strong visual
impact.
 Pre-test advertisements whether the voiceover
should be changed to offer a more appropriate
local accent, tone or emphasis
 Broadcast media should be used and prioritized
whenever possible.
 Testimonial type advertisements should be re-
made featuring local people. (willing volunteers
to be used )

15. Media Planning and Placement
 Effective media planning involves ensuring
that the campaign will be in the right place at
the right time to reach and affect the target
audience. A media plan should consider:
 Where the ads and other communications
materials will be placed
 When the ads and materials will be placed
 How often they will be placed

16. Earned Media and PR
 Even countries with well-funded tobacco control
advertising campaigns choose to use public
relations because of the unique and complementary
benefits it can bring to a campaign
 PR or earned media planning should be part of the
campaign strategy development process, with
stated objectives, audiences and key messages.
 PR activities such as press releases, launch events
and press packs should be used to support
advertising campaigns.
 Remember the adage ‘Facts tell. Stories sell’: facts

17. Evaluation
 Quantitative research techniques are recommended
for outcome evaluation because statistically
significant findings will be needed to prove the
effects of the campaign.
 Process evaluation measures whether the campaign
was implemented as planned.
 Ensure the evaluation of the campaign is used
effectively to:
 demonstrate the need for the campaign
 measure the outcomes of the campaign
 plan future campaigns

18. Some general smoking cessation
methods.
1.Wide measures (smoking bans, mass media)
2. Organizational interventions (workplace and school-
based interventions)
3.Community interventions (including family-based
programs, group behavior interventions),
4.Individual strategies (aversive smoking, acupuncture,
hypnotherapy, self-help, exercise, individual
behavioral counseling, motivational interviewing, stage
based interventions, competitions and incentives,
telephone counseling, mobile-phone based

19. Some general smoking
cessation methods- Con’t
 Pharmacotherapies (antidepressants, anxiolytics,
nicotine replacement therapy, clonidine,
mecamylamine, nicobrevin, nicotine agonists, opioid
agonists,silver acetate and nicotine vaccines)
Source: Lumley J, et el 2009

20. Risks associated with
smoking in pregnancy
 Smoking during pregnancy increases complications
during pregnancy such as:
1.Baby being born too small (with low birth weight)
2 . Too early (prematurely, before 37 weeks)
3. Type 2 diabetes.
4. Placental abruption.
5. Miscarriage (Wanless 2004).
 Smoking in pregnancy is also strongly associated
with; poverty, low levels of education, poor social
support, depression and psychological illness.

21. Strategic Interventions
The interventions offered to promote smoking
cessation in pregnancy are generally given
individually and include:
1. Cognitive behavior and motivational
interviewing;
2. Offering incentives; interventions based on stages
of change;
3. Giving feedback to the mothers on fetal health
status or
4. Nicotine by-products measurements;
5. Nicotine replacement therapy,
6. Bupropion or other medications.

22. Other social marketing intervention
 1 Using various tools (written and electronic
resources and telephone support)
2.Advice and counseling based on assessment of the
women’s ’stage of change’;
3. Feedback of fetal health status or measurement of
byproducts of tobacco smoking to the mother;
4.Provision of pharmacological agents, such as
nicotine replacement therapy;
5. Social support and encouragement, including the
use of rewards for cessation;
6 Other interventions such as hypnosis.

23. The five “5 A’ s” Approach
The guidelines to incorporate a number of strategies
and are currently based on the “5 A’s”.
• Asking all pregnant women if they smoke;
• Advising all pregnant women who smoke about the
risks and emphasizing the benefits of quitting;
• Assisting all pregnant women who smoke to quit,
using a range of interventions;(eg rewards,
physiotherapist).
• Assessing their readiness to change and setting a quit
date;
• Asking and assisting again at each subsequent
encounter.

24. Marketing Mix Essentiality
 Price - cost to accept the program
 Product - design desirability to target audience
 Place- Distribution channel in delivering the
program to the target audience
 Promotion. Persuasive strategies and tactics to
enhance participation

25. Possible Collaboration of Approaches Given the
Source of Barriers to Action- Motivation
Barriers. Individual Level
 Role of social Marketing: Creating awareness;
promoting benefits and low costs
 Role of community Mobilization: Using media
cooperation/ radio or community information
van service
 Structural Change Approaches: Building Web
link hand- to- reach

26. Possible Collaboration of Approaches Given the
Source of Barriers to Action- Motivation
Barriers. Community
 Role of social Marketing: Urging opinion
leaders to motivate
 Role of community Mobilization: Creating
awareness; raising public concern
 Structural Change Approaches: Creating
incentives for group organization

27. Possible Collaboration of Approaches Given the
Source of Barriers to Action- Motivation
Barriers: structural
 Role of social Marketing; Urging change in
structural rewards/penalties
 Role of community Mobilization: Holding
briefings
Role of Structural Change Approaches :
Changes structural reward/penalties eg taxes

28. The likelihood failures of social marketing
programs to Smoking cessations.
1. Lack of accurate information in pre promotion and
production for effective recruitment and design of
campaigns or programs.
2. Concentration on only persuasive campaigns with
various populations achieve little success
3. List of ineffectiveness of campaigns is that most
campaigns are underdeveloped at the preparation ,
production and dissemination phase of
implementation due to poor conceptualization and
in adequate formative research.
4. Poor marketing mix application to the campaign

29. Reference:
1.Albrecht 1998 {published data only}
Albrecht S, Cassidy B, Salamie D, Reynolds M. What’s happening. A smoking
cessation intervention for pregnant
adolescents: implications for nurse practitioners. Journal of
American Academy of Nurse Practitioners 1999;11
2. Bauman 1983 {published data only}
Bauman KE, Koch GG, Dent CW, Bryan ES. The influence
of observing carbon monoxide level on cigarette smoking by
public prenatal patients. American Journal of Public Health
1983;73:1089–91.
3. Lumley J, Chamberlain C, Dowswell T, Oliver S, Oakley L, Watson L Interventions
for promoting smoking cessation during pregnancy (Review) 21 Copyright © 2009
The Cochrane Collaboration. Published by JohnWiley & Sons, Ltd.
4. World Health Organization and www.worldlungfoundation.org/mmr
5. Ghana health service.

30. Reference
Belizan 1995 {published data only}
Belizan JM, Villar J, Victora C, Farnot U, Langer A, Barros F. Impact of health education
during pregnancy on behavior and utilization of health resources