Name of Intervention/ Program
OTH Diabetes Kitchen Counter Digital Video
Background and Situation Analysis
Each year, 7,500 Oklahomans die from a smoking-related illness, according to figures from the Centers for Disease Control and Prevention. Additionally, smoking costs Oklahoma $1.62 billion in related health care costs each year. The main goal of The Oklahoma Tobacco Helpline (OTH) is to reduce the tobacco prevalence in Oklahoma. OTH uses traditional and non-traditional media to educate and encourage tobacco users to make a quit attempt. Since 2003, OTH has received more than 590,000 registrations from Oklahomans. In Oklahoma, diabetes is one of the ten leading causes of death, affecting nearly half a million residents (14%) — and more than one million Oklahomans are affected by prediabetes. Studies show people who smoke have up to a 40% higher risk of developing Type 2 diabetes than non-smokers. Additionally, people with diabetes who smoke are more likely to have trouble with insulin dosing and managing their condition.
Priority Audiences(s)
The Helpline’s primary audience is Oklahomans between the ages of 25-64 years old who use tobacco. Tobacco use is highest among those with less education and lower incomes. Secondary audiences include health care providers, employers wanting to create a healthier workplace, those trying to help loved ones quit tobacco and tobacco users trying to stay tobacco free. In addition to broad messaging for the entire target audience, specific messaging is also created for priority populations, including SoonerCare (Oklahoma Medicaid), Native Americans, pregnant women, males (smokeless) and smokeless tobacco users.
Behavioral Objectives
Reasons to Quit” is a special campaign for OTH, motivating tobacco users to start or restart their quitting journey. The “Diabetes Kitchen Counter” message ran under this campaign. An objective for this spot aimed to increase the number of registrants to the helpline while in flight. The main goal for this digital video was to increase total helpline registrations by 20% while in flight. An additional objective is to increase awareness among Oklahomans that smoking causes diabetes from 18% to 22% in FY24. It is important to note that digital video is just one tactic in our marketing efforts.
Description of Strategy/Intervention
As mentioned above – Studies have shown people who smoke have up to a 40% higher risk of developing Type 2 diabetes than non-smokers. Individuals are often taught about the risks of smoking that relate to cancer and stroke, but rarely hear that smoking also increases your risk of diabetes. In Oklahoma, diabetes is one of the ten leading causes of death, affecting nearly half a million residents (14%) — and more than one million Oklahomans are affected by prediabetes. These statistics drove the team to educate Oklahomans on the detrimental health consequences of using tobacco and developing Type 2 diabetes. Potential new messaging was pre-tested through animatic research surveys before production. These tests showed qualitative results showing Oklahomans reacted positively to the animatics and understood the purpose of the creative. Response Examples: o “This ad would catch most people’s attention I believe. As a former smoker and current vaper, I worry about my health constantly.” o “I like the fact that they’re adding information that I don’t think is commonly known but it also doesn’t feel judgmental, it feels helpful.” o “This tackles the urgency and consequences of smoking very well. I also enjoyed that at the end it implied that it’s never too late to quit smoking. Even if you are already suffering its consequences.” o “I was unaware that smoking had anything to do with diabetes but this states your 40% more likely to get type 2. That is very alarming for me.” The results also showed before watching the spot, only 12% of viewers believed smoking can lead to diabetes. Viewers were significantly more likely to quit smoking in the next six months after viewing the spots, with only 46% answering somewhat or very likely before viewing and 69% after viewing. The overall message was to educate the audience on the detrimental health consequences of using tobacco and developing Type 2 diabetes. The video spot follows a family over a period of 25 years. The audience will see these characters go through major life events, and throughout them all the father is smoking then develops Type 2 diabetes. Toward the end of the spot, because of his smoking, Type 2 diabetes will have taken the priority over smoking. The character will then give up smoking and reach out to the Helpline for support.
Implementation
The campaign ran across various media channels: TV, cable, radio, social and digital for two, one-month flights. In order to reach the target audience, OTH ran various digital video tactics on YouTube and social video tactics alongside website click ads on Meta platforms such as Facebook and Instagram. The concept of the “Diabetes Kitchen Counter” video follows a man through several decades as he places items on a table, such as his keys, wallet, phone and cigarettes. As years pass, diabetes medication gets added to the items because of his tobacco use. Ultimately, he decides to quit tobacco with the Helpline.
Evaluation Methods and Results
The “Diabetes Kitchen Counter” video spot launched across a variety of platforms and had excellent results. Digital video is key to the “Reasons to Quit” campaign’s success. The objective for this tactic was achieved. o Objective/Goal – Generate a 20% increase in Helpline registrations while in flight o Actual – 38% increase in Helpline registrations while in flight with the campaign The goal for digital video was to acquire 217 sign up initiations while in flight. With the help of additional social assets including website click ads and promoted posts as well as video across other platforms, The “Diabetes Kitchen Counter” digital spot well exceeded the goal with 300 sign up initiations.
Entry Letter: AA