Transcript Blowing smoke. - 2003 National Conference on Tobacco or Health

Learning from others
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California
Massachusetts
Other States
CDC
Learning from others
• Difficult, but not impossible
• Focus, don’t get off track
- Big tobacco and others will try to deter us
• Less desirable, less acceptable, less accessible
• Professionally produced messages to compete
with other ads people are exposed to
• Secondhand smoke is the Achilles heel of big
tobacco
Learning from others
• Aggressive hard hitting media cover
- Influence entire community
- Frames issues and gets people talking
- Gives visibility/credibility to larger campaign
- Gives community reason to push back
• Change social norms
• Surveillance and evaluation
Learning from others
“Once people understand secondhand
smoke harms everyone, apathy
begins to change to action.”
- California Model for Change
Our goal
• Reduce tobacco use in Minnesota
– Raise awareness of the dangers of
secondhand smoke
– Motivate cessation
Today’s focus
• Reduce tobacco use in Minnesota
– Raise awareness of the dangers of
secondhand smoke
Target
Minnesota smokers and nonsmokers
Ages 25-40, secondary 18-24
All multicultural groups
Campaign strategy
Phase I
Change attitudes toward
secondhand smoke by
leveraging the facts
The facts
Breathing smoke
• The EPA has listed secondhand smoke as a Class-A
carcinogen. No one is safe in its presence at any level.*
• According to the Centers for Disease Control, nine out of
ten nonsmoking Americans are exposed to secondhand
smoke. Measurable levels of cotinine, a derivative of
nicotine, have been found in the blood of 88 percent of all
non-tobacco users. (1996)
The facts
Children and smoke
• Secondhand smoke exacerbates asthma in one million
children and causes 26,000 new cases of the childhood
condition annually.*
• In Minnesota annually, 44 cases of sudden infant death
syndrome are attributed to secondhand smoke.**
• Children who live in a smoke-filled environment are more
likely to start smoking themselves.***
*Dr. Van Etta, President of the Minnesota Medical Association, Duluth News-Tribune, May 7, 2000
**Kathleen Fernback, Director of Student Infant Death Center, November 2000
***1996, yourhealth.com, Access Health
The facts
Children and smoke
• A child who lives with a smoker inhales the equivalent of
102 packs of cigarettes in just five years.†
• Secondhand smoke dramatically increases children’s risk
of cardiovascular disease.††
• Last year in Minnesota, secondhand smoke was
responsible for over 450 new cases of asthma in
children.†††
† The Invisible Drug, William Everett Baily, M.S., 1996
†† From the 11th World Conference on Tobacco OR Health
†††California EPA Report 1992, conservatively adjusted for 1999
Key insight
• More than two-thirds of smokers do not
consider secondhand smoke to be harmful
to others, and currently, feel no compelling
reason to stop smoking around nonsmokers.*
* Gallup Poll, Vol 62, #1, 1997
Our approach
Comprehensive Messaging
Vs
Single Messaging
Comprehensive
• Allow multiple executions to reinforce that
secondhand smoke has many dangers
• Provide individuals many reasons to quit
centered around one main reason, ETS
Creative insight
• Parents will do almost anything to
protect their children from harm
Creative strategy
• Focus efforts on the impact secondhand
smoke has on children