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Recommendations for Best Practice LESSONS LEARNED In 2002 a collaboration of four organizations in British Columbia was awarded a Health Canada mass media grant. The organizations :
The purpose of the grant was to develop and manage a mass media marketing campaign designed to reduce tobacco use in the 19-24-year age group. From the first exploratory meetings to discuss the potential for collaboration ..to the final presentation of Ipsos-ASI's evaluative findings at project end, the process was one of learning. The committee, consisting of frontline health-care professionals, embarked on the project with varying degrees of knowledge varying from little to none about advertising agencies, creative development, marketing strategies or how to meet the requirements of federal government project funding. Their hope, is that what they learned about managing these kinds of projects, about collaboration with each other, and about creative development and strategical marketing is not lost. Thus, this report on lessons learned, with recommendations for best practice. The report was produced by Crackling Communications.
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