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Protection from Second-hand Smoke in the Home: The Breathing Space Campaign 2005 National Conference on Tobacco or Heal

Protection from Second-hand Smoke in the Home: The Breathing Space Campaign 2005 National Conference on Tobacco or Health (May 4 th - 6 th , 2005). Presentation Outline. History of Campaign Phase One: Education & Awareness Phase Two: Hard to Reach Populations Recommendations.

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Protection from Second-hand Smoke in the Home: The Breathing Space Campaign 2005 National Conference on Tobacco or Heal

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  1. Protection from Second-hand Smoke in the Home: The Breathing Space Campaign2005 National Conference on Tobacco or Health(May 4th- 6th , 2005)

  2. Presentation Outline • History of Campaign • Phase One: Education & Awareness • Phase Two: Hard to Reach Populations • Recommendations

  3. What is Breathing Space? • 33 Participating Health Departments • Multi Media Communications Campaign • Designed to: • Increase awareness about second-hand smoke • Encourage people to protect their health

  4. History of Campaign • 1998 Greater Toronto Area Smoke-free Homes Group • Summer 2000 and March 2001 • February-April 2003 • Expanded to 23 Health Departments • March-April 2005 • Expanded to 33 Health Departments

  5. Project Goal To increase public awareness of the negative health impacts of second-hand smoke with the goal of affecting attitudinal and behavioral change.

  6. Objectives • To increase awareness of the serious health impacts of second-hand smoke exposure across all targets • To promote the program identity and messages through an integrated communications plan that attracts community support and motivates positive behavioral change

  7. Objectives • To underscore the principles of tolerance, respect and cooperation in the interest of good health and social interaction • To stimulate and support a broad social movement denormalizing smoking in the home

  8. Project Identity • Community Partners – is not associated with government • Logo and tagline – is on all components • Non threatening – mix of cartoons and photos

  9. PHASE I Education & Awareness

  10. Target Audience – Phase I • Homes with smokers, particularly parents, who are responsive to smoke-free home messages, and have few barriers to making their homes smoke-free • Homes where visitors are allowed to smoke and where occupants are responsive to smoke-free home messages, and have few barriers to making their homes smoke-free

  11. Message Development • Humour • Fact Based • Tone • Creative Analogies • Role Model • Objective Voice

  12. Key Messages • Second-hand smoke is a serious health issue • Second-hand smoke is a social issue • Respect & protect the health of others • Smoking outside is the only alternative

  13. Campaign Components • Outdoor Advertising • Newspaper Advertising • Radio Advertisements • Community Posters • Fact Sheets • Smoke-free Home & Car Decals • Community Education Materials

  14. Implementation – Phase I • Summer/Fall 2000 (13 weeks) • Radio, Newspaper, Transit • Winter 2001 (5 weeks) • Radio • Winter 2003 (6 weeks) • Radio, Newspaper • Province wide implementation

  15. Radio Advertising Four Advertisements: • Swimming Pool • Dragon Slayer • Passive Guy • Party

  16. Evaluation – Phase I • Recall • Awareness • Clear, New, Credible, Relevant • Eye catching • Attitudes • Behaviours • Campaign Impact • Impact of Individual Components

  17. Percent Recalling Ads: Campaign ComparisonBases: Total Sample: July 3 to Sept. 24, 2000 [n=1,025] Total Sample: March 5 to April 2, 2003 [n=1,004]

  18. Percent Recalling Ads By Media ConsumptionBase: Total Sample: March 5 to April 2, 2003 [n=1,004] % Recalling Newspaper Ad % Recalling Radio Ads

  19. Emotive Response to CampaignBase: Those Recalling Ads: March 5 to April 2, 2003 [n=524] ADPACT NORMS ADPACT NORMS ADPACT NORMS

  20. Information Usefulness of CampaignBase: Those Recalling Ads: March 5 to April 2, 2003 [n=524] ADPACT NORMS ADPACT NORMS ADPACT NORMS ADPACT NORMS

  21. Behavioural Intentions Towards Second-Hand SmokePercent Very Likely: Campaign ComparisonBases: 50 % of Sample: July 3 to Sept.24, 2000 [n=517], March 5 to April 2, 2003 [n=474]

  22. Behavioural Intentions Towards Second-Hand SmokePercent Very Likely to Do Behaviour: By Campaign AwarenessBase: 50 % of Sample: March 5 to April 2, 2003 [n=474]

  23. Process Evaluation • Media Coverage • Resource Distribution • Private/Public Interest in Campaign • Collaboration with Organizations • Qualitative Campaign Assessment • Requests

  24. Elements of Success – Phase I • Ovation Award of Merit, International Association of Business Communicators • Gold Award for Public Service Announcements, Crystal Awards 2001, Radio Marketing Bureau • Hygeia Award, Health Care Public Relations Association of Canada • Ontario recommendation for best practice in tobacco control

  25. Paving the Way for Phase II Formative Evaluation Research (2001): • Homes with occupants who are responsive but have barriers • Homes with smokers who are resistant to behavioural change • Both groups are potential targets for communication of campaign

  26. Paving the Way for Phase II • High awareness of hazards of second-hand smoke • Smokers display less resistance than originally believed but require more work to convince • Smokers want health messages to focus on the smoke rather than the smoker

  27. PHASE II Hard to Reach Populations

  28. Target Audience – Phase II • Homes with occupants who are responsive to smoke-free home messages, and have barriers to making their homes smoke-free • Homes with smokers who are resistant to behavioral change

  29. Hard to Reach Populations Parents/caregivers who have barriers to making their homes smoke-free because of: • Conflict between co-habitants • Concerns about safety of children • Bad weather • Restrictions of accommodation • Family dynamics and cultural norms

  30. Background Research Intercept interviews were conducted with: • People who smoke in the home • GTA and Northern Ontario Communities Interviews explored: • Attitudes towards smoking in the home • Behavioral intentions • Receptivity to possible key messages

  31. Strategic and Creative Direction • Acknowledging barriers and reinforcing the positive behavior of smoking outside • Acknowledging those who make the effort to smoke outdoors while encouraging others to adopt this behavior • Positive messaging has a greater impact on behavior than negative messaging

  32. Phase II Campaign Components • Unsung Hero Radio Ads (30s, 60s) • Print Visuals • Unsung Hero (2 images) • Warm Glow

  33. Radio Ad Unsung Hero (60 and 30 second) • Acknowledges barriers and smokers efforts • Uses humour through exaggeration • Refrains from negative messaging • Reinforces behaviour of smoking outside • Encourages others to adopt behavior

  34. Media Strategy • Radio - 70% of media budget • Newspaper – 20% of media budget • Elevator Advertising – 10% of media budget • Postcard – 75% of community resource budget • Poster – 25% of community resource budget

  35. Campaign Status • Spring Campaign Implementation (March 14th – April 24th) • 31 Participating Health Departments • Campaign evaluation currently being completed

  36. Recommendations • Adequate and sustained funding is needed for long-term campaign with sufficient media weight • Seasonal timing of campaign • Be aware of other campaigns • Consistent messaging • Good creative goes a long way

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