Governmental logos on counter-marketing – 10/13/10

Q: Tobacco Free Nebraska has been asked to provide rationale regarding not including governmental logos on tobacco counter-marketing campaigns that are designed to achieve behavior change rather than name recognition. They have some information from focus groups that supports not including logos, but would like to hear what other states may have uncovered.
 
Nebraska is looking for studies, focus group results, etc., that support not using governmental logos for any and all types of ads that a tobacco prevention program might create. There are no limitations at this time regarding target audiences or campaign goals. Any information that can be shared would be much appreciated!

A:

  1. Alabama: We do not print the official Alabama Department of Public Health seal on our materials. We have heard (informally) that some groups lose interest if they know it's a government program -- especially youth. So, for the most part, we use the words "Alabama Department of Public Health" and/or "ADPH" in a special font and in a smaller point size on most of our materials.
     
  2. Utah: In a March 2010 focus group, the Utah Department of Health tested some taglines with smokers interested in quitting. Participants were shown the following taglines and asked to select the one they most prefer:
     
    • "For free and confidential help quitting, call 1-888-567-TRUTH. (Brought to you by the Utah Department of Health.)"
       
    • "For free and confidential help quitting, call 1-888-567-TRUTH. (Brought to you by the Utah Tobacco Quit Line.)"
       
    • "For free and confidential help quitting, call 1-888-567-TRUTH. (Brought to you by The Truth.)"
       
    In response to this question, approximately three-fifths of participants (13 of 22) said they prefer the tagline, "For free and confidential help quitting, call 1-888-567-TRUTH (brought to you by the Utah Tobacco Quit Line)." Approximately two-fifths of participants (9 of 22) said that they prefer the tagline, "For free and confidential help quitting, call 1-888-567-TRUTH (brought to you by the Truth)."
     
    When asked to identify the sponsor they trust the most, one-half of participants (11 of 22) said they trust the "Utah Tobacco Quit Line," while approximately two-fifths (9) said that they trust "The Truth." Only two participants said that the sponsor they would trust the most is the "Utah Department of Health." When asked which sponsor motivates them to call the Quit Line the most, approximately three-fifths of participants (13) identified the "Utah Tobacco Quit Line," while over one-third (8) identified "The Truth."
     
    Only one participant said that the "Utah Department of Health" would be the sponsor that would most likely motivate them to call the Quit Line.
     
    Verbal comments from the focus group participants said they didn't want government intrusion into their lives (possibly politically motivated, as ObamaCare was negatively covered in the Utah press). They like the simplicity of the Utah Tobacco Quit Line in tags because it is clear who they are and what they do.
     
  3. Virginia: We strongly recommend against including any logos (governmental or otherwise) on campaigns that are not directly aligned with the messages supporting the campaign, or with the audience the campaign is directed toward.  This becomes even more critical if the focus audience of the campaign is youth. Misaligned logos simply weaken the authority of the campaign’s brand, and thus weaken the messages associated with it.

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