Because we work with clients on the nation’s top issues, ICF knows that even the best information is only valuable if it gets into the right hands. When Surgeon General Vivek Murthy released the U.S. government’s first comprehensive report about the public health issue of e-cigarette use by youth and young adults, ICF was tapped by the CDC Office on Smoking and Health (OSH) to develop a strategic plan and tools to ensure that the report’s key takeaways reached parents and other adult influencers.
The materials we developed to promote and reinforce report findings were the result of extensive collaboration with OSH and across ICF disciplines, including our creative, studio, UX design, web development, research & evaluation, and paid digital teams. These materials reflect our recognized expertise in tobacco-prevention counter measures and evidence-based communications strategies. They include:
- A Public Service Announcement video to warn parents about the nicotine in e-cigarettes in a thought-provoking way. Click view to see the video.
- An interactive website that is compelling and user-friendly, with visually striking graphics, a quiz, and a variety of resources including the Surgeon General’s full report.
- A parent tip sheet to help adults prepare for conversations with teens, both face-to-face and via text messaging.
- A paid digital media campaign targeting parents via Facebook, Twitter, YouTube, and Google display ads.
- Social media content and graphics.
E-cigarettes are now the most commonly used tobacco product among youth, having surpassed conventional cigarettes in 2014. That’s information parents need to know. ICF drew from today’s complex world of communications to develop tactics that make sure time-pressed, information-overloaded parents are aware of the situation and equipped with practical tools to address it.
For questions, please contact Elizabeth Goodman.