THE DESIGN OF ONLINE CAMPAIGN TO CONTROL TOBACCO CONSUMPTION

Abstract

          This research aims to study the process of message designing campaigns to control tobacco consumption and its effectiveness for ASH Thailand. The sample group in this study was the informants of ASH Thailand with in-depth interviews and informants as the target audience of the Foundation, using an online survey of 1,405 people.

          The research results revealed that the process of message designing campaigns to control tobacco consumption was (1) the process of message designing campaign consists of selecting messages to be presented on online communication channels, including content from news releases, activity content, and various news related to cigarettes and tobacco control, (2) message design by transforming each type of message and format based on the online communication channel, while another kind of massage maintains content and format as before, and (3) message distribution the principle of systematic presentation that is consistent and continuous.

          For the Campaign effectiveness, the researcher found that the online communication channels of the ASH Thailand most popular is www.facebook.com/ashthailand, representing 69.5%. The audience feels that ASH Thailand is sincere in communicating information about cigarettes and electric cigarettes, 40.00%. In receiving data, the most contagious issue was "bad cigarettes that damage the lungs," representing 63.13%. The most perceived information includes stop/quit smoking and e-cigarette behavior in one's home/family/society, 55.89%. And the satisfaction with the online communication channels of the Foundation is the most diverse information, for 70.5%