Health-related elements of the United States government are hoping to make a dent in tobacco sales, and have the advantage of their choice of advertising venues on which to make their case, including radio and television. But when it comes to comparing bankrolls, they are at a serious disadvantage.
According to a Reuters report, the Department of Health and Human Services and U.S. Centers for Disease Control and Prevention have $54M to spend to get people to either kick the habit or never develop it – a far cry from the reported $10.5B tobacco companies are said to spend annually marketing their wares.
Officials are particularly concerned about high schoolers – an estimated 25% are already smokers and studies show most of them will continue the habit into adulthood.
One of the strategies of the campaign is to focus on unfortunate smokers who are living with severe consequences of smoke-caused disease. It will also focus on the dangers of second-hand smoke.
The campaign will use a mix of paid advertising and PSAs and will make use of numerous advertising platforms in addition to television and radio, including print, billboards, shelters, movies and online sites.