TSET History Documentary

BACKGROUND:

In 1998, Oklahoma – along with 45 other states – settled a lawsuit with major tobacco manufacturers over lost revenue as a result of health care costs from tobacco-related illnesses. The landmark settlement, known as the Master Settlement Agreement (MSA), was projected to award the state $2 billion over the first 25 years. Funds would continue to be distributed as long as tobacco products are sold.

The question remained, however, on how the money would be spent. In a rare act of nonpartisan legislative action, State Congressional leadership proposed a Constitutional amendment to endow the funds, ensuring the settlement money would be spent to improve Oklahomans’ health. The amendment passed in 2000, creating the Tobacco Settlement Endowment Trust (TSET).

Today, TSET works to reduce rates of cancer and cardiovascular disease, the state’s leading causes of preventable death, by encouraging Oklahomans to eat better, move more and be tobacco free.

A 2013 poll showed that while many were familiar with TSET-supported programs and campaigns like Tobacco Stops With Me and the Oklahoma Tobacco Helpline, they were unfamiliar with the role of TSET or its history.

STRATEGY:

In order to celebrate the 15th anniversary of these landmark events and to remind Oklahomans of TSET’s significance in our state, TSET created a documentary film to air statewide on OETA. The documentary campaign aimed to honor the momentous events that took place 15 years ago, and also to remind the public of the ongoing work TSET is doing to help improve the overall health and well being of all Oklahomans.

OBJECTIVES:

  • Educate Oklahomans about TSET, how they were created and the work they do
  • Cultivate interest in TSET through social media promotion and live posting during TSET documentary airings
  • Solicit partnerships with statewide networks to air the documentary at no cost to TSET
  • Drive people to the TSET website to view the documentary online

TACTICS:

  • Produce a documentary video with OETA
  • Host anniversary events focused on showing the documentary
  • Secure partnership to air the documentary with OETA
  • Social media promotion of documentary
  • Earned media to promote 15th anniversary and documentary airing
  • YouTube placement and promotion
  • Live-tweeting/posting during OETA promotion

RESULTS:

  • Promotion and airing of the documentary during first quarter 2015 increased our Facebook fan base by 103% and engagements increased 487%.
    • Twitter followers increased 37% during the same quarter comparison.
  • 48% of documentary views were seen from the TSET website.
  • Further outreach allowed 21,000 additional people to see the documentary at no cost to TSET. KJRH ran it as added-value based on a VI negotiation
  • 75% of the founding members of TSET were interviewed and involved in the documentary creation
  • The Daily Oklahoman covered the documentary release and ran a front page story in favor of TSET and their story

AWARDS:

  • 2015 National Addy Award for Special Effects / Animation
  • 2015 District 10 Addy Gold for Infomercial and Silver for Special Effects / Animation
  • 2015 Local Addy Award Gold for Infomercial and Gold for Special Effects / Animation
  • 2015 OKC AMA Marketini Award of Merit for Special Event / Documentary Promotion

 

VI Marketing and Branding has been the TSET Media Services partner since 2007. Created by voters in 2000, TSET is an endowment trust established with payments from the 1998 Master Settlement Agreement (MSA) between 46 states and the tobacco industry. Funds are invested by a Board of Investors and only the earnings from those investments are used by a Board of Directors to support efforts to improve the health of Oklahomans.

Customized health communication interventions are proven to be one of the most effective strategies for reducing tobacco use and promoting healthy behaviors in a population. Sometimes referred to as ‘advertising,’ these interventions are programmatic efforts designed to improve the knowledge, attitudes and healthy behaviors of specific, targeted audiences over time. Health communication interventions consist of researched, tested and evaluated public health-focused marketing campaigns with coordinated elements for earned, paid and owned content.

The goal of TSET’s investments in health communication interventions is to reduce the leading causes of preventable death in our state – cancer and cardiovascular disease – by preventing and reducing the two main risk factors – obesity and tobacco use. Through rigorous evaluation, TSET health communication interventions – Tobacco Stops With Me, Oklahoma Tobacco Helpline and Shape Your Future – are proven to increase healthy lifestyle choices by Oklahomans.