Hamill Stephen, Turk Tahir, Murukutla Nandita, Ghamrawy Mohamed, Mullin Sandra
World Lung Foundation, New York, New York, USA.
Freelance Designer, Cairo, Egypt.
Tob Control. 2015 May;24(3):306-12. doi: 10.1136/tobaccocontrol-2012-050946. Epub 2013 Dec 13.
New media campaigns hold great potential to grow public awareness about the dangers of tobacco use and advance tobacco control policies, including in low-income and middle-income countries (LMICs), which have shared in a decade of explosive growth in mobile and internet penetration. With the majority of deaths from the tobacco epidemic occurring in LMICs, new media must be harnessed both as an advocacy tool to promote social mobilisation around tobacco issues and to build public support for MPOWER policies. This paper examines three consecutive new media advocacy campaigns that used communication channels such as mobile SMS, Facebook and online advertising to promote tobacco control policies. It includes some of the lessons learned, such as the pitfalls of relying on viral growth as a strategy for obtaining reach and campaign growth; the challenge of translating strategies from traditional media to new media; and the importance of incorporating marketing strategies such as paid advertising, community organising or public relations. It also identifies some of the many knowledge gaps and proposes future research directions.
新媒体宣传活动在提高公众对烟草使用危害的认识以及推进烟草控制政策方面具有巨大潜力，在低收入和中等收入国家（LMICs）亦是如此，这些国家在过去十年中经历了移动和互联网普及率的爆炸式增长。由于烟草流行导致的大多数死亡发生在低收入和中等收入国家，因此必须将新媒体作为一种宣传工具加以利用，以促进围绕烟草问题的社会动员，并为MPOWER政策争取公众支持。本文考察了连续开展的三场新媒体宣传活动，这些活动利用手机短信、脸书和在线广告等传播渠道来推广烟草控制政策。文中介绍了一些经验教训，比如将病毒式传播作为扩大覆盖面和推动活动发展策略的缺陷；将传统媒体策略转化为新媒体策略所面临的挑战；以及纳入付费广告、社区组织或公共关系等营销策略的重要性。此外，还指出了诸多知识空白，并提出了未来的研究方向。
