Earned Media and Public Engagement With CDC’s "Tips From Former Smokers" Campaign: An Analysis of Online News and Blog Coverage
BackgroundIn March 2012, the US Centers for Disease Control and Prevention (CDC) launched the first-ever paid national tobacco education campaign.At a cost of US $54 million, “Tips from Former Smokers” (Tips) ran for 3 months across multiple media, depicting the suffering experienced by smokers and their families in graphic detail.The potential