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Positioning 49

Media Channels
A variety of media channels (including television, radio, print advertising, bar
coasters, posters, postcards, transit ads, outdoor billboards, publicity, and the
Web site) and grassroots targeting approaches (including flyers distributed at
work sites, community colleges, and other community locations) are used to
reach target audiences.
In June 2002, the Tobacco Program launched its first made-for-
Washington advertising campaign promoting the Washington Tobacco Quit
Line. A new television, radio, and print advertising campaign has promoted
the Quit Line each year since this initial launch (see Figure 2-5).
In 2004, the campaign had the look and feel of an Alfred Hitchcock film.
As reported in The News Tribune in Tacoma, Washington, “The anti-smoking
spot starts with a woman who receives a telephone call at her office and encoun-
ters an eerie silence. Viewers see a cigarette on the other end of the telephone
line. Next, while the woman drives in her car, she senses a presence. Viewers see
a cigarette in the back seat, but the woman looks back and finds nothing. Finally,
while the woman lies in bed, a cigarette appears frighteningly near her hand

FIGURE 2-5 “Fight Your Urge to Smoke”
Courtesy of Washington State Department of Health