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Contents of the Kit
 Inside the Kit
How to Launch the
Campaign
The Brochure
and Tent Card
Advertising
Materials
Placing the Ads
Parenting Presentation
Q&A:
What Parents Want to Know
How
to Use the CD-ROM
Using
Public Relations to Promote Involved Parenting
CD-ROM. All the materials below are stored on a CD-ROM you can provide
to your vendors, who can add your logo and do the reproduction. The
multiformat CD works with Macintosh operating systems and in audio CD players.
We encourage you to tailor your program to the needs of your community or
state. In fact, the effectiveness of this campaign depends on your own local
creativity.
Brochure. This six-panel brochure, designed for waiting rooms and other
places frequented by parents, offers parents 10 specific methods for staying
closer to their preteen or teen, such as scheduling weekly time and sharing
meals. The brochure also suggests ways to help teens quit smoking. One hundred
copies are included in the kit. A QuarkXpress© file of the brochure in
two-color and four-color formats is also included on the CD-ROM.
Tent card. The tent card, like the print ads, offers parents one tactic
for being involved in their children's lives. It's main purpose, however, is
to display and draw attention to the brochure. It is also stored on the
CD-ROM.
Print ads. Three print ads, stored on the CD-ROM, recommend involvement
tactics to parents and mention the risk involved when children become addicted
to smoking. These ads are designed for newspapers and magazines.
Radio ad. Radio spots encouraging involved parenting are also included
on the CD-ROM in two different formats, the 30-second format typically used
for public service announcements (PSAs) and the 60-second format used for most
paid spots.
Presentation. A PowerPoint presentation about how parents can
influence their teens when it comes to smoking is stored on the CD-ROM. A
presenter's guide is included in this booklet.
Public relations recommendations. A guide on how to conduct media
events that promote the Got A Minute? products and themes is included
in this booklet.
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This section describes each component of the Got A Minute? campaign in
more detail, including the objective of the component, strategies for use, and
advice for placement.
Below is a checklist summarizing the main steps program managers need to take to
get started:
Develop a media strategy: How do you plan to expose parents of preteens
to this campaign? What is the best way to reach them: Buying time on the radio
or space in magazines? Placing the tent card and brochure in waiting rooms?
Create a supply of brochures and tent cards. Your printing vendor
should be able to use the CD-ROM to create these products with your logo.
Place the brochure and tent card where parents are likely to see and
read them.
(optional) Secure media space for the print ads and radio time
for the radio spots. In both cases, you need only to supply the vendor with
the CD-ROM. If you are making a number of buys and need an additional CD, you
can obtain another by sending an e-mail to
tabaccoinfo@cdc.gov.
(optional) Find opportunities to present the presentation stored
in MS PowerPoint on the CD. If you
do not have access to a computer that can read a CD,
tobaccoinfo@cdc.gov will e-mail you a copy. This presentation can be printed on paper or slides.
Complete the feedback form in the front pocket of this booklet. This
helps us track the campaign's impact and improve future campaigns aimed at
this audience.
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Most parents know that connecting with their children is important. What they
need are ways to do it. The Got A Minute? brochure offers 10 easily
conveyed ideas collected from parenting experts around the country. No single
idea is going to be right for every family. That's why the brochure offers
several ideas, so that parents have a choice.The six-panel
Brochure (
PDF-150K) has three main sections:
- Ten ideas for connecting with your child.
-
Why the Got A Minute? campaign.
- How to help your teen or preteen quit smoking.
In this kit, you are provided 100 copies of the brochure, all of which show
the CDC logo. There is also room for your agency's sticker or stamp. These
copies are provided to get you started; you need to print the bulk of your
brochures separately, using the QuarkXpress© file on the CD-ROM. Dissemination
This brochure will be helpful to parents, but only if parents see it. These
brochures should be displayed in places frequented by parents of preteens.
You can reproduce the tent card design on the CD-ROM and use it to advertise
the brochure. Together, the tent card and brochure can be used to get
parent's attention in waiting rooms, fast-food restaurants, and other
appropriate locations in your community.
The tent card and brochure were designed for waiting rooms, such as those
for doctors and dentists. Close to 6 of 10 adults saw a dentist in the last
six months, and more than 4.4 million people in the United States and Canada
are in the care of an orthodontist. Some other ideas for placement include
- Family physicians
- Pediatricians
- Dermatologists
- Hospitals
- Clinics
Your state or local medical and dental associations can be a resource to your
program and can assist in dissemination of materials to individual offices.
Fast-food restaurants are another location popular with the parents of
preteens. Seventy-two percent of less-involved parents eat at fast-food
restaurants at least once a month, and 24% go once a week. Contact local
franchises in your state to determine whether this dissemination strategy will
work for your program.
You may have your own ideas for where to place these displays, rely on your
partners and your own knowledge of your region. The important thing to
remember is this: you want these brochures in places where less-involved
parents not only see them but have time to pick them up. What's more, you want
to avoid putting these in places dominated by teens and preteens. Although
teens are the ultimate beneficiaries of this effort, they are not the intended
audience of this brochure. The advice in these brochures should be positioned
as suggestions from one parent to another, not something they discuss in front
of the kids.
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This kit contains three print ads and two radio spots designed to encourage
parental involvement. They are all stored on the CD-ROM.
Print Ads | Radio Spots
Each of the three print ads offers a different tactic for parents to use to
become more involved with their children. Parents do not need to be told that
connecting with their kids is important. They know this. In fact, many parents
yearn to get closer to their kids if they could just figure out how to do it.
These ads offer three specific ideas on how a parent can stay in touch with his
or her child:
- Regularly scheduling time with the child.
- Asking the child's advice.
- Telling a child when he or she does something right.
Below is an illustration showing how the print ads works:
The ad draws the parent in with the promise of getting inside their kid's head
(a benefit they want). The next message tells parents how to get this benefit (a
very specific behavior). Later, in the body copy, a disturbing fact about
smoking is presented: tobacco kills one out of every three people it hooks. This
ending is designed to raise parental awareness of just how addictive and
dangerous smoking can be. Finally, the campaign's tag line "Got a Minute?" shows
these actions can take place in a limited time frame, putting the tactic in a
more feasible light.Return to Top
The Got a Minute? radio ad uses the same strategy as the print ads: it lures
parents to the benefit of connecting with their kids and then shares a few
tactics. Below are scripts of the 30-second and 60-second spots:
| Music: |
(tense music under) |
| Dad: |
(tense music under) Andrea! |
| Andrea: |
(yelling from upstairs) What Dad? What!? |
| Dad: |
(yelling again) Andrea, will you come down here? |
| SFX: |
(music intensifies) |
|
(sound of feet on steps) |
| Andrea: |
(yelling down the stairs as she runs) Okay, okay! |
|
(muttering to herself) What did I do? |
| Andrea: |
(to her father, a bit out of breath) What Dad? |
| Music: |
(music stops suddenly) |
| Dad: |
(sternly) Andrea... |
|
(switching to warmly)...nice job cleaning your room! |
| Narrator (female): |
This week, try to catch your kid doing something right. Kids who stay
close with their parents are less likely to do stupid things. Like
drugs... and like smoking, which kills one out of every three people it
hooks. |
| Second Announcer (female): |
Brought to you by your state health department and the U.S. Centers
for Disease Control and Prevention. |
| Music: |
(tense music under) |
| Dad: |
(tense music under) Andrea! |
| Andrea: |
(yelling from upstairs) What Dad? What!? |
| Dad: |
(yelling again) Andrea, will you come down here? |
| SFX: |
(music intensifies) |
|
(sound of feet on steps) |
| Andrea: |
(yelling down the stairs as she runs) Okay, okay! |
|
(muttering to herself) What did I do? I did my homework. I fed the
dog.... |
| Andrea: |
(to her father, a bit out of breath) What Dad? |
| Music: |
(music stops suddenly) |
| Dad: |
(sternly) Andrea... |
|
(switching to warmly) ...nice job cleaning your room! And washing the
dishes too, (now that he thinks about it...) Actually, you've been great
all week and... just wanted to let you know. |
| Andrea: |
a bit confused) Gee dad, thanks. (pause, then brightening a bit) Hey,
nice shirt, Dad! I mean, for you. I mean, for an older guy like you. Not
that you're old. I mean, I mean you're old, but you're not that old.
(Dad and Andrea start laughing.) |
| Narrator (female): |
This week, try to catch your kid doing something right. Kids who stay
close with their parents are less likely to do stupid things. Like
drugs... and like smoking, which kills one out of every three people it
hooks. |
| Second Announcer (female): |
Brought to you by your state health department and the U.S. Centers
for Disease Control and Prevention. |
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There are three ways to place the ads in this kit so less-involved parents will
see them:
Remember, the audience for the ads are parents of preteens. Think about where
you can place the ads that will reach these parents.
Public Service Announcements (PSAs)
Placing advertising as a public service is cheap but often not very effective.
Because you are not paying for the space or time, you have no control over where
or when the advertisement runs. For example, the radio spot targeting parents
could run during a station’s teen request hour in the middle of the night.
(Most less-involved parents listen to the radio during their commute to work,
not late at night.) In that case, in addition to not exposing your intended
audience to the radio spot, you may prompt some backlash by exposing the
wrong audience (their children).Using a little strategy when placing your PSA can help it be effective. Find out
who the current program director is of each radio station matching the three
types of stations less-involved parents listen to in your state or community
(see below: buying time). Make it easy for the production staff to use the PSA
by sending the program director the CD-ROM. You can get more copies of the disk
from the CDC. Finally, follow up with the program director to find out if your
PSA is being played or if he or she has questions about the campaign.
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When buying time or space, the idea is to make an “efficient” buy—that is, one
that reaches a large segment of the intended audience and not a lot of other
groups. This lowers the cost per target listener. To help your program make an
efficient buy, the section below describes the listening and reading habits of
the intended audience for this campaign, less-involved parents. For a brief
discussion of the benefits of PSAs versus paid advertising, the CDC has produced
a “Media Campaign Resource” book available by calling 1-800-CDC-1311 or from the
Media Campaign Resource Center Web site.
Print
About one in four less-involved parents (24%) reads TV Guide, the most popular
magazine for this audience. Many also read both Sunday and daily local
newspapers. Because television watching is a major pastime for this group, we
recommend the following locations to place the print ads:
- A regional edition of TV Guide.
- Sunday paper television supplements.
- In your local daily newspaper, near the television grid.
The Got a Minute? print ads stored on the CD-ROM were designed specifically for
these or similar locations. We recommend running the print ads in color as large
as possible in a series, one following the other in each new edition. However,
black-and-white formats are also available on the CD. One way to reduce the
expense of ad space in TV Guide or major metropolitan dailies near state borders
is to partner with neighboring states and share the cost of the advertisement.
If you are placing an ad in TV Guide, the following person can assist you:
Dana Neilsen, Regional Advertising Manager
TV Guide
5335 Wisconsin Avenue NW, Suite 440
Washington DC 20015
Phone: 202-274-4750
Most major metropolitan newspapers offer advertising within or near the
television listings both during the week and on the weekend. The daily
television grid is usually in the style, living, or entertainment section of the
paper. Placement next to the grid attracts readers when they check the
programming for the day. A 10-1/2"-tall ad typically offers a layout
symmetrical with the television grid.
Most papers also print a weekly television supplement, a small magazine
within the Sunday paper. Ads can usually be purchased at full-, half-, or
quarter-page sizes in these publications. Because this section usually sits on
the coffee table all week, the audience is likely to get repeated exposure.
Radio
Less-involved parents tend to listen primarily to three types of stations:
- Classic rock (38%).
- Hard rock (18%).
- Progressive rock (17%).
What time of day will be effective? Most of our research audience reported
listening to the radio during their commute; therefore, drive-time placements
are most likely to reach less-involved parents (6:00a.m.–9:00 a.m. and 4:00p.m.–7:00
p.m.).Return to Top
Reaching our target audience and getting sufficient exposure is always a
challenging task. Tobacco control budgets pale compared with those of the
tobacco industry. However, there are ways to find help. The National Youth
Anti-Drug Media Campaign, sponsored by the U.S. Office of National Drug Control
Policy, has made pro bono match opportunities available to local nonprofit
organizations and government agencies across the country. If you are located in
any of the 102 media markets listed in this booklet where the anti-drug campaign is
purchasing advertising, you may submit the Got a Minute? print ads and radio
spots to be reviewed for possible placement as part of the free matching
advertising slots.If your program will be implemented in any of the 102 local target markets, you
can submit the Got a Minute? ads for consideration by the review panel. The
American Advertising Federation
(AAF)* (1-800-999-2231) will put you in contact with the person in your
market to whom PSAs can be submitted.
The National Youth Anti-Drug Media Campaign* buys media time and space for PSAs
in the following markets in order to reach young people and parents at least
four times a week (listed by market size).
New York
Los Angeles
Chicago
Philadelphia
San Francisco/
Oakland/San Jose
Boston
Washington, DC
Dallas/Fort Worth
Detroit
Atlanta
Houston
Seattle/Tacoma
Cleveland
Minneapolis/St. Paul
Tampa/St. Petersburg/
Sarasota
Miami/Fort Lauderdale
Phoenix
Denver
Pittsburgh
Sacramento/Stockton/
Modesto
St. Louis
Orlando/Daytona Beach/
Melbourne
Baltimore
Portland
Indianapolis
San Diego
Hartford/New Haven
Charlotte
Raleigh/Durham
Cincinnati
Kansas City
Milwaukee
Nashville
Columbus, OH
Greenville/Spartanburg/
Asheville/Anderson |
Salt Lake City
Grand Rapids/Kalamazoo/
Battle Creek
San Antonio
Norfolk/Portsmouth/New- port News
Buffalo
New Orleans
Memphis
West Palm Beach/Fort Pierce
Oklahoma City
Harrisburg/Lancaster/
Lebanon/ York
Greensboro/High Point/
Winston-Salem
Wilkes Barre/Scranton
Albuquerque/Santa Fe
Providence/New Bedford
Louisville
Birmingham
Albany/Schenectady/Troy
Dayton
Jacksonville/Brunswick
Fresno/Visalia
Little Rock/Pine Bluff
Charleston/Huntington
Tulsa
Richmond/Petersburg
Austin
Las Vegas
Mobile/Pensacola
Flint/Saginaw/Bay City
Knoxville
Wichita/Hutchinson Plus Toledo
Lexington
Roanoke/Lynchburg |
Des Moines/Ames
Green Bay/Appleton
Honolulu
Syracuse
Spokane
Omaha
Rochester
Shreveport
Springfield, MO
Tucson
Paducah/Cape Giradeau
Portland/Auburn
Champaign/
Springfield/Decatur
Huntsville/
Decatur/Florence
Fort Myers/Naples
Madison
South Bend/Elkhart
Chattanooga
Cedar Rapids/Waterloo/
Dubuque
Columbia, SC
Davenport/
Rock Island/Moline
Jackson, MS
Burlington/Plattsburgh
Johnstown/Altoona
Johnson City/
Kingsport/Bristol
Colorado Springs /Pueblo
Evansville
Waco/Temple/Bryan
Youngstown
Baton Rouge
El Paso
Savannah
Boise
Sioux City |
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Got a Minute? Give It To Your Kid: Using Parents to Reduce Youth Tobacco
Use
Note to Tobacco Prevention Specialist: You can use the following script
and the PowerPoint Presentation (found on the CD-ROM) as another way to promote
involved parenting. Offer this colorful presentation anywhere you can find
parents who are willing to listen—parent/teacher meetings, community clubs, or
faith groups. If you don’t have access to a PowerPoint projector, print these
images (in color or black and white) on transparencies and use them with an
overhead projector. You will find notes throughout this script to help you adapt the presentation to
your audience. Also, note the inclusion of FAQs (frequently asked questions and
answers) you can refer to and/or use as handouts.
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The enclosed CD-ROM contains three print ads, a 60-second
and a 30-second radio spot, a
brochure, a tent card, and a PowerPoint®
presentation for your Got a Minute? campaign. As you determine which of
these components you are able to use, simply follow the directions below to
transform them from electronic files to campaign materials for the communities
in your state. The “Read Me First” Adobe Acrobat file on the CD-ROM also contains important information for your
campaign kick-off. (If you would like to obtain additional copies of the CD-ROM,
e-mail tobaccoinfo@cdc.gov.)
Brochure and Tent card
Tent Card & Brochure
The tent card is available in one size only, 8-1/2" x 14" with a 4-1/2"
x 5-3/4" pocket. The tent card should be printed in four-color process
on 24-point stock with a gloss lamination on the front side.
The brochure is available in one size only, 4" x 9". The
brochure is designed to fit within the pocket of the tent. |
On the CD you will see file names that correspond with the component you wish to
use—that is “brochur4.qxp” and “tent.qxp.” You don’t need to have
graphics programs to open these files—just attach them in your e-mail and your
vendor will be able to open them with QuarkXpress®. You can also hand your
printer the CD and request they return the disk upon completion, if you need it
for another project.
Do you want to insert your agency’s logo? Most printing companies can help
you do this. Just give them the CD and a file with your logo.
Print Ads
Print Ads
The print ads are available in the following sizes for your local
newspaper or the TV Guide:Daily newspaper—54" 1/4-page
(10-1/2" tall x 6-7/16"
wide)
Daily newspaper—54" 1/2-page
(10-1/2" tall x 13" wide)
Daily newspaper—50" 1/4-page
(10-1/2" tall x 5-3/4"
wide) |
Depending on where you have decided to place the ads—you will need to send
either the TV Guide or your state or local newspaper the appropriate file to fit
the specifications for that publication (see box). The materials are stored on
the disk in files labeled for each. A general color 8" x 11" version is also
available on the disk.
Newspapers
To place the ad in most daily newspapers, simply send an electronic copy of the
ad you wish to use to your contact at the newspaper. The advertising office
should be able to assist you in inserting your logo. Request that the logo be
positioned next to the CDC logo in the bottom right corner of the ads.
TV Guide
TV Guide must receive camera-ready artwork. This means you will have to find a
vendor who will insert your logo or, if you know how, you can do it yourself.
Radio
Deliver the disk to the program director at the radio station. He or she will
place the disk into the PSA rotation schedule. You may want to include a short
note with the CD describing the campaign you are implementing in your state and
identify which PSA or radio spot you are using. The radio spot is in the folder
entitled “Radio.” Keep it short. They just need to know the basics.
Presentation
A PowerPoint® presentation is also
stored on the CD-ROM. You can open this presentation with Microsoft PowerPoint
98®. You can print the presentation onto overheads or slides or use it
electronically.Return to Top
Public relations is another key tool in the Got a Minute? campaign. According to
our research, less-involved parents view earned media (news stories, feature
articles, editorials) as a credible source of information. To get involved
parenting publicized in these powerful venues, we need your help.
It’s possible you already know of opportunities to get involved parenting
in the news. However, the ideas below may give you a new spin or spark an idea
for a larger event. Whatever you decide to do, keeping involved parenting in the
press is one more way to promote the parenting tactics.
Hold a press conference
You are ready to launch the Got a Minute? campaign. Now you need to ensure that
you are getting the most bang for your buck. You may be able to rally support
from the media and gain some positive coverage for your office with a
traditional press conference, but try this spin for a bit more attention.
Convince your state governor, state senators, representatives, and/or city
mayors to encourage a family dinner event. Invite families to eat together on a
particular evening and offer journalists a photo opportunity at the home of the
political family who is participating. Use this event to announce the campaign
and its components.
Also, please visit our Web site at
www.cdc.gov/tobacco for up-to-date research and activities on the role of
parenting as prevention. Use this and other information to back up your pitches
to the press.
Pitch stories to the press—respond when you can
Working with the media to help reach parents can be a cost-effective strategy.
Try pitching a story idea to publications or TV and radio stations in your state
or local area. When articles or stories regarding parenting behavior appear in
the media—respond. Write Op-Ed (Opinion/Editorial) pieces—praise those that offer coverage of
involved parents and offer your critique of those that you think missed the
point.
Here are a couple of pitches that might work
for you to create news stories in your local press.
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Building Partnerships
There are key opportunities when parents may be more open to receiving our
message. Partnering with organizations and corporations in your state and local
area can help get the word out. For example, partnering with the Department of
Education and your state’s public and private schools will allow you to take
advantage of milestone transitions, such as kids moving from elementary school
to middle school. Use the presentation enclosed in the kit during the parent
orientation. Or try one of the following ideas:
- Partner with employers, restaurants, and businesses. Place the tent card
and brochure in the workplace lunch rooms; ask real estate agents to give
out the brochures to parents when they are moving; ask employers for an
opportunity to present the slide show and discussion on parenting during a
brown-bag lunch.
- Look for other opportunities to present the parenting slide show:
faith-based organizations, parent/teacher organizations, and neighborhood
associations.
- Visit with major retailers, such as grocery or discount merchandise
stores, to request participation in the campaign. They may be willing to
display the tent card and brochure.
- Link with other youth and family-driven organizations in your state or
local area such as teen pregnancy centers and YMCAs.
- Identify ethnic organizations that involve parents. For example, check
for a local or state Hispanic Chamber of Commerce.
- Partner with library resource centers. Place the tent card and brochures
in libraries and ask to have a special section for parenting books.
- Don’t forget your traditional partners: the CDC, the American Heart
Association, the American Lung Association, the American Cancer Society,
and other health care organizations.
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