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DEPARTMENT OF DEFENSE TRICARE MANAGEMENT ACTIVITY Navy ADCO Summit Presentation September 1, 2010

DEPARTMENT OF DEFENSE TRICARE MANAGEMENT ACTIVITY Navy ADCO Summit Presentation September 1, 2010. Quit Tobacco—Make Everyone Proud www.ucanquit2.org. Overview. PROBLEM.

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DEPARTMENT OF DEFENSE TRICARE MANAGEMENT ACTIVITY Navy ADCO Summit Presentation September 1, 2010

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  1. DEPARTMENT OF DEFENSETRICARE MANAGEMENT ACTIVITYNavy ADCO Summit PresentationSeptember 1, 2010 • Quit Tobacco—Make Everyone Proud • www.ucanquit2.org

  2. Overview

  3. PROBLEM • Junior enlisted active-duty personnel are more likely to use tobacco than older, higher- ranking service members or civilians.

  4. PROBLEM

  5. PROBLEM

  6. RESEARCH FINDINGS • Tobacco use overestimated, perceived as normal & supportive. • Health messages, top-down messages not always effective. • Military themes, imagery not always necessary.

  7. RESEARCH FINDINGS • Physical effects of tobacco are a factor in considering quitting (readiness). • Secondhand smoke a concern. From 2006 formative research.

  8. TARGET AUDIENCE Primary • Active duty, enlisted personnel, E1s- E4s, 18 to 24 years old. Secondary • DoD and military leadership. • Key intermediaries, including health professionals. • Family and friends.

  9. CAMPAIGN OBJECTIVES • Drive those who are ready to quit tobacco to website for support and resources. • Increase awareness of the negative health and performance effects of tobacco. • Motivate quitting.

  10. PERFORMANCE MEASURESProcess ►Output ►Outcome Measures Increased awareness: Materials developed ►Materials distributed ►Awareness on surveys Decreased acceptance: Materials developed ►Materials distributed ►Acceptance on surveys Motivation to quit: Materials developed ►Materials distributed ►Motivation on surveys

  11. CAMPAIGN STRATEGIES • Messages & graphics to brand campaign  UCanQuit 2 • Web site:  Personal support  Customizable tools  Cessation strategies & information  Opportunities to engage

  12. CAMPAIGN STRATEGIES • Use of variety of channels to reach target audience. • Partnership development to expand reach of campaign.

  13. PROMOTIONAL STRATEGIES • Web site content development & marketing • Public relations & advertising • Partnership outreach & support • New media: SMS campaign/social networking

  14. Tactics:Web, Partnerships, PR, Advertising

  15. WEB SITE: www.ucanquit2.org • Tools To Help You Quit • Train2Quit • QuitPlan • Help Locator • Quit Calendar • Savings Calculator • Quit Blog • Medication Information • News and Articles • Campaign Materials • Games

  16. TRAIN2QUIT • Interactive step-by-step process to help users quit tobacco. • Personalized, self-paced, free. • Available 24/7/365.

  17. LIVE CHAT • One-on-one real- time Live Chats. • Staffed by trained tobacco Cessation Coaches. • 24/7 access.

  18. WEB 2.0 SERVICES • Mobile Text Messaging • Emphasis: Use quit tobacco tools and resources at www.ucanquit2.org • Social Networking • Facebook, MySpace, Twitter, YouTube.

  19. CAMPAIGN MATERIALS Multimedia Print Promotional

  20. CAMPAIGN MATERIALS (Navy)

  21. PARTNERSHIP OVERVIEW Goal Expand reach of campaign by developing strategic and tactical partnerships.

  22. PARTNERSHIPS Navy • Naval Station Great Lakes—recruit & training • Supporting smoke-free submarines & facilities • Liberty Center promotions • Graphics & content for print materials • 254 material orders sent to large CONUS/OCONUS commands, ships, and submarines

  23. PARTNERSHIPS Air Force • Links, emails, articles on Air Force Portal • Support & technical assistance to HAWCs • Customized articles & print materials • Message dissemination to HAWC via AF SGO • 272 materials sent to every AF HAWC

  24. PARTNERSHIPS Army • Train2Quit development & evaluation. • Installation-level support & TA. • Army.mil articles & AKO embedding. • Army-wide requests for materials fulfilled. • 194 material orders sent to health professionals.

  25. PARTNERSHIPS Marine Corps • Recent focus group formative evaluation of messages and materials. • Semper Fit (SF) & Single Marine (SM) briefings. • SM-and SF-targeted marketing. • 43 material orders sent to Marine Corps health and wellness professionals.

  26. PARTNERSHIPS Coast Guard • White Zone support: More than 60% of USCG without MTF access. • Live Chat & Train2Quit NRT reimbursement. • Health promotions briefings & campaign education. • Development of senior leader posters, testimonials. • Materials sent to USCG health promotions staff.

  27. PARTNERSHIP SUMMARY • Support for service-specific needs & initiatives. • Ongoing dialogue & needs assessments. • Dissemination of messages and materials (in response to partner needs). • Campaign and cessation feedback & focus groups. • Identification of new opportunities.

  28. PUBLIC RELATIONS PR & Media Outreach • Support GASO, other events; promote Web site tools/services. • Disseminate news releases, articles to military media. • Distribute radio PSAs to public service directors. • Pitch materials to editors; build relationships. • Targeted distribution of video PSAs. • Work with TRICARE on news stories, interviews.

  29. ADVERTISING Targeted Advertising • Computer stations—Czee network. • Place-based media buys—posters in gyms, banners, etc. (GASO support). • At-cost advertising in military exchanges. • Those Who Serve TV news segment sponsorship. • Flagship print ads.

  30. ADVERTISING MATERIALS

  31. PR & ADVERTISING MONITORING • Search and capture clips. • Track usage to identify papers that regularly use materials. • Estimate value of articles & PSAs by calculating newspaper and radio ad costs. • Track online advertising.

  32. Evaluation:A Look at the Results

  33. EVALUATION OVERVIEW Goal To measure increases in the knowledge of tobacco effects, in the awareness of the campaign, and the reach of the campaign through partnerships and promotion. Metrics: Web site traffic, Live Chat numbers,Train2Quit program enrollments, campaign reach, and survey data.

  34. EVALUATION HIGHLIGHTS • Train2Quit—Over 1,200 enrollees to date, with promotions generating a110% increase in enrollments. • Czee—Splash page/banner viewed over 3.2 million times; Over 24,000 Czee referral visits to the Web site. • Air Force Portal—May 20 spike with 1,800 additional visits.

  35. EVALUATION DATA: WEB VISITS

  36. MATERIALS DISSEMINATION • Over 200 installations have received materials. • Over 120 Reserve, Guard, Coast Guard, and VA centers received materials. • More than 480 health professionals requested materials.

  37. Expanded Reach • In addition to helping active duty personnel, TRICARE has expanded campaign target audiences to include veterans, retirees, and their families.

  38. Thank you!Scott GrimsleyProject CoordinatorICF Macrosgrimsley@icfi.com

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