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Creating and Implementing a Community-Focused, Culturally Tailored Health Marketing Campaign to Address Menthol Cigarette Use in Los Angeles County
PROGRAM EVALUATION BRIEF — Volume 21 — April 18, 2024
PEER REVIEWED
Marketing materials for the Los Angeles County Department of Public Health’s health marketing campaign, “Done with Menthol.” Messaging focused on self-motivation, promoting celebration of each quit attempt, and encouraging action by appealing to a person’s sense of family obligation and self-efficacy.
Figure 1.
Los Angeles County Department of Public Health’s health marketing campaign, “Done with Menthol.” Photo A, “Menthols — Smoothing Over Cancer Since 1931”; photo B, “Menthols — Smooth on Throats Hard on Lives”; photo C, “Quit Smoking Menthols for the Fam”; and photo D, “Quitting Menthols is Tough, You’re Tougher.”
“Done with Menthol” campaign radio scripts for disc jockeys, with English and Spanish versions.
Figure 2.
Los Angeles County Department of Public Health’s health marketing campaign, “Done with Menthol,” radio station advertisements with custom elements for station disc jockeys.
“Done with Menthol” campaign analytics. Timeline of daily web activities on the LAQuits website, alongside the radio, digital/social, outdoor, and print ad runs.
Figure 3.
Los Angeles County Department of Public Health’s health marketing campaign, “Done with Menthol,” website analytics.
The opinions expressed by authors contributing to this journal do not necessarily reflect the opinions of the U.S. Department of Health and Human Services, the Public Health Service, the Centers for Disease Control and Prevention, or the authors’ affiliated institutions.