Regional Campaigns
Table of Contents
Alberta
Action on Smoking and Health (ASH) in Alberta
"Supporting the Passage of 100% Smoke-free Bylaws"
Theme: Smoke-free workplaces and public places
Target: Adults and youth
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: ASH provides funding and support to local health organizations and coalitions in Alberta for mass media campaigns to promote the passage of 100% smoke-free workplace and public place bylaws. The goal is to help accelerate the development of smoke-free bylaws in Alberta and to counter campaigns funded by hospitality groups and the tobacco lobby.
Phase 1: The project's major objective was to help ensure that municipal councils across Alberta were made aware of the degree of public support for smoke-free workplace and public place by-laws through receipt of phone calls, emails, and letters from members of local health agencies, members of the public and other interested parties.
Phase 2: ASH developed an online petition for workplace smoking legislation. This petition allows ASH to collect names of Albertans who support smoke-free workplace bylaws to assist with their mobilization efforts. Print ads include information about the dangers of second-hand smoke and the importance of protecting Albertans from second-hand smoke through province-wide smoke-free bylaws.
Media: Newspaper advertising, mail drop, on-line petition
Evaluation: The evaluation results demonstrate an increase in the number of Albertan communities covered by smoke-free bylaws from 33 to 55% since 2002.
Website:  www.ash.ca
Contact:
Les Hagen, Executive Director
Action on Smoking & Health (ASH)
Email: hagen@ash.ca
CD: Folder #16 contains creative elements
Alberta Alcohol & Drug Abuse Commission (AADAC)
"It's Time to Tell the Truth About Tobacco"
Theme: Cessation, tobacco denormalization
Target: Adults
G & C Fiscal Funding: 2002/2003
Description: The goal of AADAC's initial social marketing campaign was to impact Albertans' knowledge, attitudes and behaviours related to tobacco use. The campaign was launched on October 2002 with radio ads advising listeners to watch for a 16-page tobacco reduction magazine to be delivered to their homes. The magazine, entitled It's time to tell the Truth about Tobacco, was sent to more than one million Alberta households and 7,700 health facilities.
The magazine was followed in November 2002 by a television and poster advertising campaign that focused on smoking cessation and the financial and human costs associated with tobacco use, and promoted AADAC's toll-free Smoker's Help Line (1-866-33AADAC).
The January 2003 program was built around Barb Tarbox, a 42-year-old former model who was dying of cancer due to smoking. Barb was featured in a series of television commercials and a poster promoting AADAC's toll-free Smokers Help Line. Barb took her story to schools where she spoke to students about the effect cigarette smoking had on her life. Her crusade saw her speak to more than 50,000 Canadian teens in Montreal, Toronto, Ottawa, Edmonton, Calgary, Victoria, Red Deer, Fort McMurray and Grande Prairie.
Media: Television, mail drop magazine, radio, posters
Evaluation: Post campaign evaluation revealed that 94% of Albertans were able to recall ads featuring Barb Tarbox.
Website: www.aadac.com choose the tobacco site
Contact:
Sue Lysachok
Director, Tobacco Reduction & Problem Gambling Units
sue.lysachok@aadac.gov.ab.ca
Alberta Alcohol & Drug Abuse Commission (AADAC)
"It's Time to Tell the Truth About Tobacco"
PHASE II
Theme: Cessation, youth prevention
Target: Adults, youth (12-19)
G & C Fiscal Funding: 2003/2004
Description: AADAC launched its Youth Prevention Media Campaign in June 2003. The information campaign featured TV ads and posters designed to encourage a dialogue about smoking between parents, teachers, other adult mentors and youth. In support of the Youth Prevention Campaign, AADAC developed a brochure to help parents talk to their kids about smoking. A poster campaign began in July; a series of three posters with youth tobacco prevention messages were displayed in 1,700 locations around Alberta.
Media: Television, print, brochure and posters
Evaluation: According to an Ipsos-Reid evaluation of the ATRS television Social Marketing Campaign (November 2003), AADAC's tobacco reduction ads are reaching Albertans with the intended messages. In fact the ads are exceeding Ipsos-Reid norms for recall.
Without prompting, 61% of youth and 39% of adults recall campaign messages. The lower recall of adults reflects the focus of the media buy on prevention messages for youth. With prompting, 91% of youth and 86% of adults recall the advertisements. "Barb Tarbox Funeral" shows the highest recognition when prompted: 70% of youth, 80% of adults. "What if ... Girl" demonstrated the next highest recall: 67% of youth, 51% of adults.
Website: www.aadac.com Choose the tobacco site.
Contact:
Sue Lysachok
Director, Tobacco Reduction & Problem Gambling Units
sue.lysachok@aadac.gov.ab.ca
Alberta Alcohol and Drug Abuse Commission (AADAC)
"Alberta Tobacco Strategy Media Leveraging"
Theme: Prevention, second-hand smoke, cessation
Target: Youth 12 to 14; parents of 8- to 15-year-olds; adults 25 to 34
Description: The following areas will be pursued through the combined effect of all of the linked communication elements including the mass media buy, PSA, public and media relations, viral marketing, etc.
- Prevention with a focus on youth in transition from childhood to the teen years (parallel to the movement from elementary to junior high school in Alberta)
- Prevention with a focus on mobilizing parents of 8- to 15-year-olds
- Understanding and support of tobacco reduction (information on the issues, risks, benefits of action, ETS, etc.) with a focus on parents of 8- to 15-year-olds and adult Albertans generally
- Cessation for all smokers
Media: Television, radio, print
Evaluation: Ipsos Reid will evaluate this campaign in March of 2005.
Website: www.aadac.com Choose the tobacco site
Contact:
Sue Lysachok
Director, Tobacco Reduction & Problem Gambling Units
sue.lysachok@aadac.gov.ab.ca
 
British Columbia
British Columbia Northern Health Authority
"Distinctly Northern Local Heroes"
Theme: Cessation
Target: Adults; aboriginal people
G & C Fiscal Funding: 2002/2003, 2003/2004
Description: A campaign, addressing the high rates of tobacco use in Northern BC, featuring local heroes. The mass media supports and enhances the denormalization process in Northern BC communities by focusing on northern tobacco issues, using northern "local heroes" to deliver the messages through their personal experience, observations and opinions. Each of the ads features the BC Smokers' 1-800 Helpline.
Media: Television, radio, posters and print advertising
Evaluation: The "Distinctly Northern Local Heroes" campaign achieved its stated objectives and served as a learning tool for Northern Health staff and management. Project management was able to deliver appropriate products to well over 300,000 people, using multiple media vehicles spread across the north, with attention given to appealing to and accessing the First Nations community with the campaign.
Website: None
Contact:
Kerri McCaig, RDH
Team Leader, Comprehensive Tobacco Reduction Strategy
Kerri.McCaig@northernhealth.ca
CD: Folder #7 contains creative elements
The Canadian Cancer Society, BC & Yukon Division
"Commercials on the Benefits of Smoke-Free Workplaces and Public Places"
Theme: Second-hand smoke in the workplace
Target: Adult patrons of BC restaurants and bars
G & C Fiscal Funding: 2002/2003, 2003/2004
Description: The primary target was bar and restaurant patrons and the campaign aimed to empower them to think about their rights to a smoke-free environment. The secondary audience was bar and restaurant owners. The messages also served to convince owners that the majority of the market is made up of non-smokers and that business would not necessarily be adversely affected by adopting a non-smoking policy; hence dispelling the myth about the financial detriment to businesses as a result of smoke-free regulations in the hospitality industry.
Using humour, the ads illustrate that bar and restaurants that consistently cater to any small minority of customers, such as the 17% of British Columbians who smoke, stand to alienate the majority of their target audience.
Media: Television, radio and print
Evaluation: An Ipsos Reid advertising survey administered after the campaign revealed:
- 60% of the randomly selected residents of Northern and Interior BC recalled the television commercials
- Recall for radio was relatively low, ranging from 4 to 15%
- Among those who saw the television ad, 14% said they had thought about the ad since seeing it, while 18% said they had discussed the ad with a friend. Between 7 and 22% of listeners said they had thought about the radio ads since hearing them while 9 to 12% said they had discussed the ad with a friend.
Website: None
Contact:
Cheryl Ryll, Director Communications & Public Affairs
Canadian Cancer Society, BC and Yukon Division
cryll@bc.cancer.ca
Heart & Stroke Foundation of BC & Yukon
"Kids Need Breathing Space!"
Theme: Second-hand smoke in the home
Target: Families with children under the age of 12
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: A multi-year campaign supporting the smoke-free homes and second-hand smoke awareness project called "Kids Need Breathing Space!" The campaign aims to increase awareness about the danger of exposing children to second-hand smoke and to change the attitudes and behaviours of smokers, family members and friends so that they no longer smoke around children and so that all homes and cars are declared "smoke-free zones".
The media campaign encourages people to pick up a "Kids Need Breathing Space!" pledge kit to make their homes "smoke-free". People who pick up a kit are eligible to enter a contest for prizes. A community grants program provides funding to groups promoting KNBS in the community.
Media: Television, radio, print (including billboard), pledge kits and school kits
Evaluation: A baseline and follow-up survey will be delivered, to identify the rate of exposure of children to second-hand smoke and the attitudes and behaviours of parents regarding second-hand smoke and children.
Evaluations of the project will be completed throughout each phase in order to determine the effectiveness of the media campaign, the tool kits/resources, and partnerships.
Phase 1 and 2 evaluations included media recall/effectiveness surveys, and interviews with pledge kit recipients, health care professionals, teachers, community partners and corporate partners. Key findings: participants and partners showed increased awareness of second-hand smoke issues, and provided positive feedback on campaign components.
Website: www.interiorhealth.ca
Click on Health Services, then Child Health, then KNBS
Contact:
Myrna Lindblom
Kids Need Breathing Space! Coordinator
Myrna.lindblom@interiorhealth.ca
Access to Media Education Society (AMES)
"Smoke Screen" Anti Tobacco Ads by and for Girls
Theme: Prevention
Target: Young women (11-14 years) with an emphasis on high-risk populations such as young women from Aboriginal communities, ethnic minority groups, northern and rural areas of BC and Yukon.
G & C Fiscal Funding: 2003/2004, 2004/2005
Description: Twenty-four young women (14 to 18 years) from across British Columbia and the Yukon were selected to spend ten days at the Gulf Islands Film and Television School (GIFTS) working with media professionals and anti-tobacco stakeholders to produce media messages to challenge young people across Canada to think critically about their own tobacco use, that of others and the tactics used by tobacco companies to target young people.
The ad concepts developed by the young women were focus tested in eight schools in the Lower Mainland of BC. Approximately 450 students aged 10 to 15 participated in the focus testing. The ads Agent Tobacco, Drop Dead; Buttzilla; Addiction; Trashy Girls and Smoking is Ugly were televised province-wide.
A documentary that takes you behind the scenes of the Smoke Screen project was developed and distributed to schools across BC along with a teacher's guide.
Media: Television ads were created as part of this project and then aired Canada-wide.
Evaluation: Thirty-seven percent of the 110 students participating in a classroom survey reported seeing the Smoke Screen ads on television during a four-week period following the ads going to air. Of those that saw the ads, 80% could provide a detailed description of the ads. Seventy-nine per cent of these students agreed that it made a difference that the ads were made by girls.
Thirty-three per cent of the 129 girls that participated in a random phone survey reported to have seen at least one of the Smoke Screen ads. Of those that saw the ads, 83% felt the ads would help girls who smoke to think about quitting and help girls who don't smoke to solidify their decision never to start smoking.
Website:
www.accesstomedia.org
www.madebygirls.tv
Contact:
Deblekha Guin, Executive Director
aames@gulfislands.com
Surrey Memorial Hospital Foundation
"Mass Media Campaign Targeting 19- to 24-Year-Olds"
Target: 19- to 24-year-olds
Theme: Prevention, cessation
G & C Fiscal Funding: 2003/2004, 2004/2005
Description: The Vancouver Coastal and Fraser Health Authorities, Surrey Memorial Hospital Foundation and the BC Smokers' Helpline have developed a mass media campaign to support their strategies to address the high smoking rates among 19- to 24-year-olds in the Lower Mainland of British Columbia.
Phase I: Humorous ads suggest that smokers re-consider the logic behind smoking.
Phase II: Includes a print campaign entitled "Little Essays". The "essays" were written by smokers in the target group and describe their feelings around smoking. The essays were juxtaposed onto a scene in a hospital that an individual may see as the result of their smoking
Media: Internet ads, posters, print and coffee sleeves
Evaluation: Phase 1 ads were evaluated through group and individual focus tests to determine if the message is resonating with the target group. Evaluation results were used to modify the campaign's creative. Phase II campaign is complete March 31, 2005.
Website: www.exhale.ca
Contact:
Geri Grigg
Regional Tobacco Coordinator
geri.grigg@fraserhealth.ca
CD: Folder #11 contains creative elements
BC Ministry of Health Services
"Tobacco Cessation Mass Media Campaign Targeting Young Adults 20 to 30 Years of Age"
Theme: Cessation
Target: Young adults aged 20 to 30 years of lower socio-economic status
G & C Fiscal Funding: 2004/2005, 2005/2006
Description: The Ministry of Health Services created a tobacco cessation mass media campaign in partnership with the five regional health authorities and the BC Healthy Living Alliance to target young adults aged 20 to 30 years who are less educated and with lower incomes (blue collar). This target was chosen because of the higher than average prevalence rates in this segment of the smoking population. While this media campaign focuses on blue-collar young adults, the campaign anticipates a large spillover effect to the college/university segment of the targeted age population. The campaign encourages young adults to visit www.quitnow.ca to get help in quitting smoking.
Media: TV, radio and print
Evaluation: An extensive evaluation has been developed for the campaign to measure its effectiveness in motivating the target group to change their smoking behaviours. Results from the evaluation will be made after Phase 1 and at the conclusion of the campaign.
Website: www.quitnow.ca
Contact:
Claire Avison
Manager, Tobacco Programs
Ministry of Health Services
claire.avison@gems8.gov.bc.ca
CD: Folder #12 contains creative elements
Access to Media Education Society (AMES)
"SMOKE SCREEN: Through the Eyes of New Canadians Youth and Young Adults"
Theme: Prevention
Target: New immigrant students ages 16 to 24 in the Greater Vancouver Regional District
G & C Fiscal Funding: 2004/2005, 2005/2006
Description: SMOKE SCREEN: Through the Eyes of New Canadians is a television- and print-based anti-smoking social marketing campaign that targets new immigrant students between the ages of 16 and 24.
Similar to the Smoke Screen: Anti-Smoking Ads By and For Girls campaign that was piloted in 2003/04, the project participants will spend ten days at the Gulf Islands Film and Television School (GIFTS) working with media professionals, community-based facilitators and interpreters, and anti-tobacco stakeholders to produce a series of media messages that challenge their peers to think critically about their own tobacco use and that of others in their community.
Media: Television and print
Evaluation: The television ads produced will be focus tested with 150 to 180 new immigrants and refugees in order to determine: (1) if the messages are 'getting through', (2) ways in which the messages can be refined, (3) which ads are most effective (and thus are worthy of being translated/having print versions of developed), and (4) placement of television and print advertising in order to maximize the target populations exposure to the media campaign.
Website:
www.accesstomedia.org
www.madebyyouth.tv
Contact:
Deblekha Guin
Executive Director, AMES
ames@gulfislands.com
West Coast Gay Men's Health Project
"Tobacco Reduction Mass Media Campaign for the Gay Community Youth and Young Adults"
Theme: Cessation and tobacco denormalization
Target: Gay, lesbian, transgender and bisexual people under the age of 35
G & C Fiscal Funding: 2004/2005, 2005/2006
Description: The campaign uses strategies to market the benefits of a smoke free lifestyle and promote smoking cessation among the gay community. This is a pilot project to help better understand what works and doesn't work in a mass media campaign aimed to reduce smoking with this target market.
Media: Print media, bus shelters, billboard and promotional kits
Evaluation: Evaluations will be ongoing with a report at the completion of project.
Contact:
Stephen McManus
President, West Coast Gay Men's Health Project
fmn@telus.net
Knowledge Network (Open Learning Agency)
"Kick butt" Reality Television Series
Theme: Cessation
Target: 20- to 34-year-olds
G & C Fiscal Funding: 2004/2005, 2005/2006
Description: The "Kick Butt" program follows five smokers over four months from Weedless Wednesday on January 19, 2005 to World No Tobacco Day on May 31, 2005. The five participants, between the ages of 20 and 34, will try to quit smoking during the four-month period. The participants are drawn from a mix of backgrounds and ethnic groups and will try a variety of methods to quit smoking.
The footage shot during the 4-month period will create five half-hour television programs, broadcasting weekly from Tuesday April 25, 2005 to the finale on Tuesday May 31, 2005.
Media: On air promotions on Knowledge Network, print and program guide
Evaluation: An evaluation will be completed after the program to measure awareness.
Website: www.kickbutt-tv.com
Contact:
Sarah McDonald, Direction of Programming,
Television and New Media
sarahm@knowledgenetwork.ca
Quebec
Quebec's Acti-Menu (now called " Le groupe de recherches et d'intervention en promotion de la santé ") - " Le Défi J'arrête j'y gagne - Quit to Win Challenge "
Theme: Cessation
Target: Adults
G & C Fiscal Funding: 2002/2003 2003/2004 2004/2005
Description: This annual campaign promotes a province-wide quit smoking contest using mass media. The contest encourages smokers who want to quit to pair up with a non-smoking partner. Contest participants pledge to not smoke for six weeks with the help of a partner of their choice. Prizes are awarded through a random draw among the participants and among their partners.
Media :
TV: Français
Radio: Français
Affichage autobus et routier: Français (compte tenu de la loi sur l'affichage au Québec)
Affiche: Français (compte tenu de la loi sur l'affichage au Québec)
Matériel promotionnel imprimé: Anglais et français
Site Internet: Anglais et français
Relations publiques: Anglais et français
Evaluation: Research is conducted each year with similar findings. The results of a survey conducted in September 2002 showed that six months after the 2002 challenge, 69% of participants met the challenge to not smoke during the six-week period, and 37% were still non-smokers after six months.
Website:
http://defitabac.qc.ca/defi/en/index.html
http://defitabac.qc.ca/defi/en/the_challenge/the_campaing/
2006_campaign.html
Contact:
Isabelle Demers
Program Manager and Communications
idemers@actimenu.ca
Association régionale du sport étudiant de Québec et de Chaudières-Appalaches (ARSEQCA)
" De Facto : La vérité sans filtre. / The truth unfiltered. "
Theme: Prevention
Target: Young adults and especially youth from 12 to 17
G & C Fiscal Funding: 2002/2003, 2003/2004
Description: "De Facto: La vérité sans filtre./The truth unfiltered" is a pilot project for a mass media campaign aimed at youth prevention through the denormalization of tobacco products and the tobacco industry. The campaign is intentionally associated with athletes and sport, on which it relies as a means of distribution and visibility.
The campaign was inspired by the Florida "Truth" campaign and Australia's "Quit" campaign, and was launched September 18, 2003 in Quebec City. Several hard-hitting ads were created for television, radio and cinema screens.
Media: Television, radio, cinema, posters, postcards, stunt event, logo on jerseys of regional sports teams, website
Evaluation: De Facto has proven the efficiency for Quebec youth of using an approach based on denormalization, despite linguistic and cultural differences with youth groups targeted by the relative efficiency studies on which De Facto is based.
Highlights of research:
- Campaign objectives: logo recognition: 75%, association with an anti-tobacco message: 70%
- Campaign results: Logo recognition: 94.4%, association with an anti-tobacco message: 91.2%, exposure to campaign: 83.4%, message credibility (as judged by young smokers): 74% (as judged by target audience in general): 81.2%
Website: www.defacto.ca
Contact:
Daniel Veilleux
Executive director
ARSEQCA
dveilleux@arseq.qc.ca
Le Centre Option Prévention T.V.D.S. - La fumée secondaire : une passagère clandestine...
Theme: Second-hand smoke, public awareness, promotion, public education, advocacy
Target: Addresses all age groups
G & C Fiscal Funding: 2003/2004, 2004/2005
Description: This campaign targets drivers in the greater Montreal area. Its goal is to reach the smoking and non-smoking population exposed to second-hand smoke while in the confines of a vehicle.
Phase One: Consisted of the analysis of smoking consumption patterns and behaviors of the sample population.
Phase Two: The second year built on the results of phase one and, through a mass media campaign, aimed at changing attitudes and behaviors, as well as offered tips to reduce and progressively eliminate second-hand smoke in confined places.
Media: Radio, billboards, pamphlets, window clings
Evaluation: To be completed March 2005
Website: www.tvds.ca
Creative elements appear on the website
Contact:
Manon Lacroix
General Director
Le Centre Option-Prévention TVDS
tvds@bellnet.ca
Manitoba
Government of Manitoba's Tobacco Control Program
"Mass Media Campaign"
Theme: Prevention and tobacco denormalization
Target: Children and youth (9-18); parents/primary caregivers; the general public
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: The Manitoba Provincial Tobacco Control Program Mass Media Campaign aims to reduce tobacco use province-wide, particularly among children and adolescents, and minimize the impact of smoking-related disease, disability and death in Manitoba.
Phase One: The rights to two 30-second television ads were obtained from Australia. These ads entitled "Brain" and " Aorta" target youth and are hard-hitting and graphic. The third ad entitled "Talk to Your Kids" targets parents and primary care givers. It encourages parents to call a toll-free number for a "Cutting Through the Smoke" guide to discussing tobacco use with their children. Print ads are placed to support the television.
Phase Two: A "Review and Rate" program based on British Columbia's "Critics' Choice" program was created. "Review and Rate" is a video containing a series of anti-tobacco commercials from around the world. The video is distributed to schools across the province where students watch and then rate the commercials indicating which commercial they feel is the most effective.
Phase Three: The winning ad from "Review & Rate" - "What if Girl" - will be aired province-wide in Manitoba in March 2005. The "Talk to your Kids" television ad and brochure "Cutting through the Smoke" will be offered to parents again as well.
Province-wide Legislation Campaign: On October 1, 2004, the Province of Manitoba implemented province-wide legislation prohibiting smoking in enclosed public and indoor workplaces. In order to address concerns a print ad was created that informs and educates Manitobans on the new legislation. Information packages were also developed and distributed to workplaces in Manitoba, providing signage, FAQs, cessation resource lists and tips for dealing with smokers.
Information and resources developed for the ban are available at:
http://www.gov.mb.ca/healthyliving/nshpa.html
Media: Television, radio, print, brochure
Review & Rate: More than 31,000 youth returned votes for Manitoba's first "Review & Rate Program" - and chose "What if Girl" as the most effective ad. Roughly 50% of Manitoba schools participated in the program and over 430 teachers' evaluations were returned with 97% of teachers wanting to repeat the program next year. The overall evaluation from teachers was extremely positive.
Website: www.gov.mb.ca go to: /healthyliving/smoking
Contact:
Andrew Loughead, Manitoba Health
Tobacco Control Coordinator
aloughead@gov.mb.ca
New Brunswick
Canadian Cancer Society - New Brunswick Division - "Lifting the Smoke Screen on 100% Smoke-Free Spaces"
Theme: Smoke-free public spaces and workplaces
Target: Non-smokers
G & C Fiscal Funding: 2002/2003 2003/2004 2004/2005
Description:
Phase 1 (Yes. I do mind): This campaign flight aimed to encourage non-smokers to speak-up for smoke-free public places and provided strategies that they could undertake for a Smoke-Free New Brunswick. A 1-800 line and website was set up for tabulating votes in favour of Smoke-Free New Brunswick.
Phase 2 (Your favourite places are getting even better): This campaign flight aimed to inform non-smokers that come October 1, 2004, all enclosed public places and indoor workplaces would be smoke-free in New Brunswick. This phase did not feature TV ads.
A 1-800 line and website was maintained to provide information on second-hand smoke and the Smoke-Free Places Act.
Phase 3 (Enjoy): This campaign flight aims to inform non-smokers of the various activities they can now get out and "enjoy" because all enclosed public places and indoor workplaces are smoke-free in New Brunswick.
A 1-800 line and website still provides information on second-hand smoke and the Smoke-Free Places Act.
Media: Television (French & English), radio, print (billboards, bus shelters, daily newspapers)
Evaluation: Pre-creative and post-creative focus group and opinion survey are available for Phase 1 and Phase 2, Phase 3 is currently underway and will be assessed in late March 2005.
Contact:
Lynn Ann DuffleyDirector, Public Issues and Communications
Canadian Cancer Society, New Brunswick Division
laduffley@nb.cancer.ca
Newfoundland
Alliance for the Control of Tobacco - "Newfoundland Environmental Tobacco Smoke Media Campaign"
Theme: Second-hand smoke
Target: Adults and policy makers
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: The campaign aims at increasing awareness around the dangers of second-hand smoke in the home and in the workplace.
Strategy #1 - media campaign called "Second Hand Smoke- It Kills" targeting the dangers of second hand smoke on children, adults and workers. Timeline was January 2002-March 2005
Strategy #2 - media campaign called "Let's Shut the Last Door on Second Hand Smoke" which was a call to action for people in the province to voice their support of smoke-free bars and bingo halls.
Media:
Phase one: Television, radio and newspaper
Phase two: Television, newspaper, toll-free telephone number, website
Evaluation: An omnibus survey indicates that 81% of the population has heard of and can recognize the campaign slogans and that 87% of the population now supports a total or partial ban on smoking in bars and bingo halls.
Regarding changes in the Smoke Free Environment Act, the province has announced its intentions to change the legislation and require 100% smoke-free indoor public places and workplaces. The campaign slogan was directly quoted in the Ministerial Statement.
Website:
www.act-nl.ca
www.speakupnow.ca
Contact:
Melissa Moore, Program Coordinator
Newfoundland Alliance for the Control of Tobacco
melissamoore@actnf.com
Northwest Territories
Northwest Territories Department of Health & Social Services
"Don't be a butthead"
Theme: Tobacco denormalization, prevention
Target: Youth (8-14)
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: This mass media campaign includes a smoke-free challenge, to encourage youth to remain smoke-free or to quit smoking. Butthead, a cartoon character, is the key figure in the campaign.
Media: Television, radio, newspaper
Evaluation: In progress
Website: www.dontbeabutthead.ca
Site in construction
Contact:
Miriam Wideman
Miriam_Wideman@gov.nt.ca
Canadian Public Health Association - Northwest Territories/Nunavut Branch
"Quit and Win NWT 2002 Tobacco Cessation Contest"
Theme: Cessation
Target: Adult smokers (19+), teen smokers (15 to 18)
G & C Fiscal Funding: 2002/2003
Description: A campaign to encourage residents to quit smoking, having a buddy for support, for three successive months, October to December 2002. Those that remained smoke-free for the 3-month period were eligible to win a grand prize.
Media: Print, website and radio
Evaluation: Approximately 5% of the smokers in the NWT, 562 contestants, entered.
Mail-back surveys and telephone interviews demonstrated a 20% cessation rate three months after the contest ended. For those participants who were not able to quit, many reported cutting back the number of cigarettes they smoke each day and would like to try to quit again soon.
Website: None
Contact:
Jill Christensen, President
Email: Jill_Christensen@gov.nt.ca
Miriam Wideman Health Promotion Specialist
GNWT, Department of Health and Social Services
Email:Miriam_Wideman@gov.nt.ca
CD: Folder #6 contains creative elements
Nova Scotia
Government of Nova Scotia
"The Comprehensive Nova Scotia Tobacco Control Communications Campaign"
Theme: Prevention, second-hand smoke
Target: Youth and young adults 15 to 34
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: This three-year campaign, targeting youth and young adults, aims to combat smoking and the effects of second-hand smoke in Nova Scotia and targets youth and young adults.
Media: Television, print, washroom and transit shelter ads, grassroots communications training and support, workplace resource, "You Choose - Tobacco Media Literacy Curriculum Supplement" (high school), speakers corner, coasters
Evaluation: Evaluation results from the 2004 campaign:
- Overall recall of the 2004 TV ads was high -- 83% of 15- to 34-year-olds had seen one or more of the "Great Reasons to Smoke" series
- Ads had high levels of breakthrough (recall/awareness) and also ranked high in getting the viewer to stop and think differently about smoking (persuasion)
- Sixty-one per cent of all viewers thought the TV ads made smokers look really bad and 34% have talked about these ads with other people or thought about smoking differently. The 15-to 18-year-olds were more likely to feel this way than the 26- to 34-year-olds.
- Eighty-six per cent of respondents thought they were much better or as good as other ads about smoking
- Overall recall of the print ads in 2004 was significantly higher than in 2003 (20% vs. 16%) with the highest recall of the print ads again among 15- to 18-year-olds.
Website: www.sickofsmoke.com
You Choose - Tobacco Media Literacy Curriculum Supplement (high school)
Theme: Prevention
Target: Secondary school students
Description: A tobacco media literacy curriculum supplement for high schools, designed to mesh with the high school English Language Arts curriculum. It explores the marketing tactics of the tobacco industry and (modeling BC's "Critics Choice" program) evaluates ads developed to encourage youth not to smoke.
Evaluation: "You Choose" will be used throughout the remainder of the school year 2004/05. School usage rates and qualitative feedback will be gathered at the end of the year (June, 2005).
Website: You Choose link on sickofsmoke.com
Contact:
Nancy Hoddinott
Manager, Tobacco Control Strategy
NS Office of Health Promotion
hoddinnl@gov.ns.ca
Cape Breton District and Guysborough Antigonish Strait Health Authority "A Mass Media Campaign for Reduction of Tobacco Use in DHA's 7 & 8" "Smoke Free Around Me"
Theme: Second-hand smoke
Target: Adults, youth, Aboriginal populations
G & C Fiscal Funding: 2003/2004, 2004/2005
Description: This campaign aims to educate and raise awareness about the health effects of second hand smoke in homes and has the following objectives:
- To raise awareness and knowledge of the harmful effects of second-hand smoke in the home
- To increase knowledge of the benefits of reducing exposure to second-hand smoke
- To increase knowledge of how to protect from second-hand smoke
Audiences are encouraged to visit the website or call the toll-free phone number to register their home smoke-free. The website has a map of the counties covered by the health authorities that tracks numbers of smoke-free homes registered in each county. While there, visitors can also get more info about the campaign, about health effects of second-hand smoke, tips for going smoke free and can view the ads that are running in the media. The website is designed to be attractive to families and children.
Media: TV, radio (French and English), print ads, brochures (French and English), collateral, school materials
Media: Television, radio, print and collateral material that includes brochures, window cling, zipper pulls and magnets.
Evaluation: People can view how many homes are currently registered smoke-free by visiting the website registration page. Further, more formal evaluation is currently underway and results are expected shortly.
Website: smokefreearoundme.ca
Contact:
Andrea Donovan
Tobacco Strategy Coordinator
Public Health Services
andrea.donovan@publichealth.ns.ca
Government of Nova Scotia "Newspaper Supplement"
Target: Adults, youth and teachers
Theme: Prevention and cessation
G & C Fiscal Funding: 2002/2003
Description: A 12-page newspaper supplement/publication and teaching guide outlining the health risks associated with smoking and second-hand smoke, industry marketing tactics, steps in quitting, and examples of Nova Scotia youth smoking prevention initiatives.
Media: National Non-Smoking Week Newspaper Supplement Teaching Guide - free copies of publication were sent to schools for use by teachers in developing lessons during NNSW
Website: None
Evaluation: Not available
Contact:
Nancy Hoddinott
Manager, Tobacco Control Strategy
NS Office of Health Promotion
hoddinnl@gov.ns.ca
Canadian Research Institute for Social Policy (CRISP) under the guidance of the University of New Brunswick - 'Spend Money on Living' Campaign
Theme: Denormalization, prevention and cessation and attitudes about youth smoking
Target: New Brunswick and PEI youth aged 12 to 18
G & C Fiscal Funding: 2004/2005, 2005/2006
Description: This campaign addresses denormalization, prevention and cessation and aims to change attitudes about youth smoking.
It addresses several of the goals and key objectives of the New Brunswick Anti-Tobacco Strategy and builds on work already started with the successful pilot "Quit4Life." Awareness of the importance of prevention and cessation are highlighted, and the project compliments the work of the New Brunswick anti-tobacco coalition.
Media: Television, Radio, Billboards and Poser (all were created in French & English)
Evaluation: Data will be collected through online surveys filled out by students. The data will be received and analyzed in real time, and will be offered at no cost to the schools. This evaluation technique has never been tried in an anti-smoking campaign in Canada. CRISP is now requesting permission from the school districts in New Brunswick and PEI to begin the evaluation process. Evaluation results will be disseminated through a final report prepared by CRISP by March 2006. Evaluation will also include measurement of 'hits' to the quit4life and spendmoneyonliving websites.
Website: www.unb.ca
Contact:
Stacey Wilson-Forsberg, Knowledge Mobilization Manager CRISP
forsberg@unb.ca
CD: Folder #43 contains creative elements
Nunavut
Nunavut Territorial Government Department of Health & Social Services "Youth Campaign"
Theme: Prevention and tobacco denormalization
Target: Youth and young adults
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: With a focus on Inuit culture and tradition, this mass media campaign is designed to raise awareness of the health consequences of tobacco use and to denormalize tobacco use among youth and young pregnant women in Nunavut.
Media: Radio, television and print advertising (Media is primarily created by Nunavut youth)
Evaluation: In progress
Website: In development
Contact:
Erin Levy
ELevy@gov.nu.ca
CD: Folder #3 contains creative elements
Ontario
Ontario Campaign for Action on Tobacco (OCAT)
"Implementation of 100% Smoke-free Bylaws"
Theme: Smoke-free public places
Target: Adults
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: OCAT provides funding to Ontario municipalities to help develop newspaper advertising to support the passage of 100% smoke-free workplace and public place bylaws. The funding is used specifically to support municipalities where a vote was imminent. Since April 2002, 27 municipalities have received funding.
Media: Newspaper
Website: www.ocat.org
Evaluation: Following newspaper campaigns, 19 municipalities passed 100% smoke-free bylaws. These municipalities include Sudbury, North Bay, London, Sault Ste. Marie, Cornwall, Thunder Bay, Essex County, Kapuskasing, Timmins, Haldimand County, Huron County, Wellington County and other smaller municipalities.
Contact:
Michael Perley
Director
Ontario Campaign for Action on Tobacco
Email: michael_perley@oma.org
CD: Folder #24 contains creative elements
Cancer Care Ontario (CCO)
"Education Campaign about Second-hand Smoke in Public Places"
Theme: Second-hand smoke in public places
Target: Adults 18+
G & C Fiscal Funding: 2002/2003, 2003/2004
Description: A municipal radio and print ad campaign throughout Ontario aiming to raise awareness of the health consequences of second-hand smoke in public places and geared toward communities that had no or weak smoke-free bylaws in place. The purpose of this campaign was to educate the general public, local politicians, and local businesses about second-hand smoke in efforts to build support for the implementation or strengthening of bylaws regarding smoke-free public places.
Phase One: In 2002-03 six communities were selected to receive print advertising campaigns. These communities did not have bylaws in place, nor did they have bylaw campaigns running. The communities include; Essex, Hastings, Lambton, Porcupine, Renfrew, Thunder Bay Counties (Huron County will be included in next year's campaign). Two print ads were purchased from the CDC Media Resource Library and placed in local newspapers from mid April to mid May 2003.
Phase Two: A similar program was initially envisioned for Phase Two of the campaign. However, with the change in political climate around second-hand smoke issues, the campaign has narrowed its focus to support communities who were likely to implement bylaws in 2004, to better ensure success of the implementations. It was felt that the particular communities in this position, including the Greater Toronto Area (Peel, York, and Durham Regions and the City of Toronto), Perth Country, Sudbury, Algoma and Timmins, would act as positive models to other provincial communities, and thus move the entire province closer to acceptance of the idea of smoke-free public places.
Media: Radio, print, TV and public presentations
Evaluation: Evaluation highlights from the Organizational Development Services of Ontario report:
- Stakeholders were fairly unanimous in their belief that the objectives of the campaign were appropriate to their particular circumstances and challenges, most believing that the messaging was both appropriate and helpful in raising awareness of the bylaws and contributing to initial compliance
- In particular, the radio advertising in the Greater Toronto Area achieved good target awareness and positive response
- All public health respondents involved were clear in their belief that the need for media support does not end with the enactment of bylaws, but must continue in the other protection issues, as well as prevention and cessation programs
Website: None
Contact: Beverley Else
Manager Media Relations - Tobacco Control, Prevention Unit,
Cancer Care Ontario.
beverley.else@cancercare.on.ca
CD: Folder #25 contains creative elements
Region of Peel, Ontario
"Breathing Space: Community Partners for Smoke-Free Homes"
Phase One
Theme: Protection from second-hand smoke in the home
Target: Adults and families with children; Aboriginal population
G & C Fiscal Funding: 2002/2003
Description: Breathing Space: Community Partners for Smoke-free Homes is a social marketing campaign designed to encourage people to make their homes 100% smoke-free.
The provincial winter 2003 campaign was the follow-up to successful media campaigns that ran in the Greater Toronto Area in 2000 and 2001. To support the campaign within individual communities, previously developed and evaluated community posters, fact sheets and smoke-free car and home decals were distributed locally during the 6-week campaign.
Radio was identified as the best medium to reach all markets equally. The print medium was also used to supplement the radio buy in markets with no radio stations. The components were translated into French and selected campaign materials were translated into Ojibway, Ojicree and Cree by request from Northern community partners.
Media: Radio and print advertising (French and English)
Evaluation: The 2003 Breathing Space campaign was evaluated using quantitative and qualitative methods to determine campaign effectiveness and future directions.
Overall, 52% of respondents recalled at least one of the ads in the 2003 Breathing Space Campaign, an increase of 9% from the 2000 campaign.
Evaluation results also showed that 60% of respondents agreed that the campaign made them more aware of the hazards of second-hand smoke. A larger majority of smokers who recalled the campaign indicated that it made them more conscious of not smoking at home when others were present (62%). A similar percentage of non-smokers (57%) indicated that the campaign raised their consciousness about not allowing people to smoke in their home when others were present.
Website:
http://www.toronto.ca/health/breathingspace/bs_components.htm
Contact:
Sheila Datta, Project Coordinator
sheila.datta@peelregion.ca
Breathing Space c/o Cancer Care Ontario - Prevention Unit
"Breathing Space: Community Partners for Smoke-Free Homes"
Phase Two
Theme: Protection from second-hand smoke in the home
Target: Adults
G & C Fiscal Funding: 2004/2005
Description: Breathing Space: Community Partners for Smoke-Free Homes combines mass media messages with locally tailored community-based activities to encourage people to make their homes 100% smoke-free. The Breathing Space partnership began in 1998 and now includes 33 Ontario Health Units. Recognizing the gap in smoke-free homes messaging for hard to reach audiences, it was decided to develop messaging for hard to reach populations, for example those with barriers to making their homes smoke-free.
Past Breathing Space campaigns were designed for audiences who were receptive to smoke-free homes messaging and had no barriers to making their homes smoke-free. In the spring of 2003, the Breathing Space partnership identified the need to evolve existing campaign components in order to reach more complex and resistant audiences, particularly those with barriers to making their homes smoke-free, with the following goals:
- To promote a program identity through mass media messages and an integrated communications plan that motivates positive behavioural change
- To increase awareness of the seriousness of the health impacts of second-hand smoke exposure across all target groups
- To decrease exposure to second-hand smoke in homes
- To denormalize smoking in the home
- To underscore the principals of tolerance, respect and cooperation in the interest of good health and social interaction
Media: Newspaper and radio (French and English), apartment building advertisements
Evaluation: Campaign evaluations for Phase I have been successfully implemented in 2000, 2001, and 2003, and have received strong evaluation results indicating the campaign has a positive impact on attitudes and behavioral intentions regarding smoking in the home.
Evaluation for Phase II of the Breathing Space Campaign will be conducted between April 4, 2005 until May 16, 2005.
Website:
http://www.toronto.ca/health/breathingspace/bs_components.htm
Contact:
Beverley Else, Cancer Care Ontario
beverley.else@cancercare.on.ca
Simcoe County District Health Unit
"ONTARIO Quit Smoking Contest"
Theme: Cessation
Target: Adult daily smokers
G & C Fiscal Funding 2002/2003, 2003/2004, 2004/2005
Description: A mass media campaign promoting a province-wide quit smoking contest has been offered for 3 years starting in 2002/03. Winners of the contest each year were eligible for large prizes, with the grand prize being a vehicle.
Phase One (2002/03): The 2002 contest included a smoke-free homes component and a Don't Start, Quit & Win pilot contest for youth. Support buddies of entrants were also eligible to win a prize. Smokers' Helpline was promoted on all contest materials to provide enhanced support for quitters.
Phase Two (2003/04): The 2003/04 contest included a smoke-free spaces element including workplaces. Contest prizes included seven regional prizes. Support buddies of entrants were also eligible to win. Smokers' Helpline and e-quit were promoted on contest materials and the contest website to provide enhanced support for quitters.
Phase Three (2004/05): The 2004/05 contest includes a Breathing Spaces smoke-free spaces element to the campaign addressing second-hand smoke in the home and workplaces. Smokers' Helpline, equit and Breathing Spaces are promoted on contest materials and the contest website to provide enhanced support for quitters and smoke-free living.
Media: Province-wide radio, print in selected areas
Locally some health units and coalitions have supplemented with local radio, specialty magazine, newspaper or transit shelter advertising.
Evaluation: Each year the contest has been held it has increased the number of adult smokers who sign up to try to quit.
An evaluation was completed that indicates that of the people who quit smoking for the contest month, 30% reported they were still smoke free one year later.
An evaluation of 2004 program is currently underway - to be completed March 2005.
Website: www.quitsmokingontario.ca
Contact:
Lead Agency Contact
Leslie Gordon, Tobacco Program Co-ordinator
Simcoe County District Health Unit
lgordon@simcoehealth.org
CD: Folder #27 contains creative elements
Ottawa Public Health
"exposé Smoke-Free Youth Project"
Theme: Prevention, cessation
Target: Youth
G & C Funding: 2002/2003, 2003/2004, 2004/2005
Description: Ottawa's exposé project encourages young people to examine the facts, express their thoughts, and expose the truth about tobacco.
The largest of its kind in Canada, the exposé campaign supports a unique, peer-to-peer delivery strategy that sees young people engage with other young people on the issue. The 2004/2005 campaign includes presentation tools, a satirical tabloid publication entitled Tomorrow's Smoker, a poster series depicting young people as "replacement smokers" for the tobacco industry, and resource materials used by the student facilitators who deliver the program inside city schools. The posters run inside busses on the city's public transit system. All the materials lead students to the exposé website, where they have access to campaign materials and can register to participate in the program.
The website encourages students to take what they have learned from the exposé materials and express themselves creatively through a "You are the target" contest that emphasizes the fact that the tobacco industry needs to find new customers. Students can enter in multiple categories, including developing their own posters, advertisements, web sites and video or audio productions. The best entries win prizes at an annual award ceremony and are featured in future tabloids, the exposé site and the chance to be featured in future Ottawa Public Health campaigns.
Media: Radio, theatre advertising, tabloid, posters, website and school resource
Evaluation: The exposé project is evaluated using the Ottawa Student Tobacco Survey, which examines smoking behaviour and attitudes. Each school receives their own report that outlines student smoking prevalence and attitudes about smoking and the tobacco industry. Recommendations for action are included in the report.
Website: www.smokefreeottawa.com
Contact:
Debbie McCulloch, Supervisor, Tobacco Prevention
Debbie.McCulloch@Ottawa.ca
AWARE "STARSS: Start Thinking About Reducing Secondhand Smoke"
Theme: Exposure to Environmental Tobacco Smoke (ETS), second-hand smoke
Target: Low-income single mothers
G & C Fiscal Funding: 2003/2004, 2004/2005
Description: AWARE transformed a public awareness campaign into a mass media strategy for one of the highest risk groups of smokers; low-income single mothers and their children who are exposed to Environmental Tobacco Smoke (ETS).
As part of the current Tobacco Control Program funding (from the Prevention, Cessation and Education stream), AWARE has developed supportive, non-punitive messages in consultation with low-income single mothers. Suitable approaches, as identified by women in the target population, included those that: support their role as sole parents; acknowledge the love they have for their children; and affirm the measures mothers already take to protect their children in a variety of ways. Single moms identified that protecting their children from ETS would be best received if presented within the context of other protective measures including: hold hands when crossing the street, lock up household poisons, buckle seat belts and car seats, get a flu shot, and smoke outside.
Media: Print ads, radio PSAs, and a series of posters
Evaluation: Evaluations of the campaign was conducted and highlights are:
- The women overwhelmingly supported the campaign message. They found the message to be both understandable and useful and 78% found it to be informative
- (78%) found the message to be non-judgemental. Of those who did not (the remaining 22%), they rated the message as somewhat non-judgemental
- All of the women in the testing had heard at least one of the radio PSAs and all of the could link the radio message with the posters
Website: In development - due July 2005
Contact:
Wendy Reynolds Executive Director, AWARE
aware@kos.net
CD: Folder #29 contain creative elements
Ontario Lung Association "Speak Out Clear the Air"
Theme: Second-hand smoke
Target: Youth aged 14 to 18
G & C Fiscal Funding: 2003/2004
Description: The campaign is a Northern Ontario roll-out of a successful campaign, called "Clear The Air", conducted in London in the Spring of 2002 and Ottawa in the winter of 2003.
The "Clear the Air" campaign directly involved youth in developing relevant peer-to-peer key messages to be relayed through television advertising. In May 2002 in London, Ontario and again in November 2002 in Ottawa, The Lung Association launched the "Clear the Air" campaign, which utilizes "Speakers Corner" booths to engage students on the topic of tobacco use. The video kiosks were the tools used to attract teens at four London- and four Ottawa-area high schools to voice their true opinions of environmental tobacco smoke (ETS).
Phase I: consisted of an introductory, dynamic speaking engagement by Alan Landers, former Winston model, which served to intrigue and motivate youth to speak out on tobacco. Students were directed to the video kiosk to respond to the question "Describe a time while at home, at school or with friends when tobacco smoke really drove you crazy".
Phase II: consisted of the post-production phase and saw the most compelling comments compiled into commercial clips and aired through television advertising on stations across the region for a period of approximately twelve weeks at a moderate frequency.
Media: Television
Evaluation: In April 2004, Ipsos-Reid conducted a post-flight survey of 300 high school students in the communities in Northern Ontario where the ads ran. The aided recall of the ads was high (69%). Nine out of ten said they thought the ads were credible and believable, the ads made them think about the effects of second-hand smoke and communicated the anti-second-hand smoke message better than most ads do, and the Speakers Corner approach was a good way to get the attention of youth. After seeing the ads, 36 out of 45 smokers said they think more about not smoking around non-smokers, and 26 out of 45 smokers have reduced smoking around non-smokers.
Contact:
Ratsamy Pathammavong
Tobacco Control Manager
The Lung Association
E-mail: rpathammavong@on.lung.ca
Web site: www.on.lung.ca
Ontario Lung Association
"Youth Tobacco Media Campaign" - "Secondhand Blows!"
Theme: Cessation, harm reduction re: second-hand smoke
Target: Youth aged 14 to 18, in the Greater Toronto Area
G & C Fiscal Funding: 2004/2005
Description: A youth-focused campaign to promote the dangers of second-hand smoke. The concept focused on the negative aspects of "secondhand" smoke and was targeted at those who are captivated by the ideologies of beauty, attraction and pop culture. The intention was to instill the concept that smoking friends and their second-hand smoke are negatively impacting this "beauty" ideology. It was also intended to cause smokers and non-smokers to believe that it is not acceptable to expose others or to be exposed to ETS. This was likened to the fact that anything else passed on "secondhand" would not be acceptable, i.e. "If you wouldn't accept secondhand gum, secondhand beer, a secondhand toothbrush, secondhand underwear, why would you accept secondhand smoke?"
Media: Television - two 2 ads, Muchmusic Webside and Webispodes, MSN banner ads, cinema ads, posters/postcards, wildposters and trash can poster
Evaluation: Evaluation in development/progress
Website: www.secondhandblows.com
Creative appears on the website
Contact:
Ratsamy Pathammavong
Tobacco Control Manager
The Lung Association
E-mail: rpathammavong@on.lung.ca
Web site: www.on.lung.ca
"Not to Kids" Coalition in Ontario, c/o Simcoe County District Health Unit
"Not to kids!" Mass media Campaign
Theme: Protection, prevention
Target: Youth (under 19), adults
G & C Fiscal Funding: 2002/2003, 2004/2005, 2005/2006
Description: This campaign aims to shift attitudes and social norms about the acceptability of supplying tobacco to youth by addressing third party supply.
There are two components to the campaign: a cinema ad targeting youth who supply cigarettes to youth and a print ad targeting adults who supply to youth.
The youth-focused cinema (English and French) ad enhances the existing "Not to Kids" materials. The adult portion of the campaign extends awareness/social responsibility messages to adults.
Media: Cinema, print, website
Evaluation: An online survey of youth smokers in the target age group was conducted prior to any campaign elements being implemented. One follow-up survey has repeated the data collection. A third wave of the survey will be mounted at the conclusion of the campaign.
Website: www.ntk.ca
Contact:
Joyce Fox, Director, Healthy Living Service
Simcoe County District Health Unit,
Barrie ON
jfox@simcoehealth.org
Le Centre de formation et du consultation (Program Training and Consultation Centre)
" Le tabagisme chez les jeunes adultes francophones du Nord de l'Ontario "
Theme: Cessation, social norms Target: Young adults of the francophone community in Northern Ontario G & C Fiscal Funding: 2004/2005
Description: A campaign targeting young francophone adults in Northern Ontario to raise awareness of tobacco-related issues and to eventually encourage them to quit smoking.
Media: Radio, television, print - posters, billboards and buses
Evaluation: In progress/development, due May 2005
Website: None
Contact:
Anne Meloche
Agente de projet / Project Officer
Populations spéciales / Special Populations
Program Training and Consultation Centre / Centre de formation et de consultation
e-mail/courriel: ameloche@ptcc-cfc.on.ca
CD: Folder #33 contains creative elements
Prince Edward Island
Prince Edward Island Tobacco Reduction Alliance -
"Smoke Free Homes"
Theme: Second-hand smoke - homes
Target: Adults and families with children
G & C Fiscal Funding: 2002/2003 2003/2004
Description: This smoke-free homes campaign aims to decrease exposure of children to second-hand smoke in the home. The campaign addresses adult smokers in a respectful manner with the message that if they are not yet able to give up smoking they can still make a positive impact on children's health by smoking outside.
An important component of the campaign is a smoke-free homes contest. Participants enter the contest by pledging to make their home smoke free.
Media: Television, radio, print
Evaluation: In preparation
Website: www.smokefreehomes.upei.ca/sfh/
Contact:
Lorraine Begley
Research Coordinator
Smoke Free Homes
University of Prince Edward Island
Charlottetown, PE
C1A 4P3
Prince Edward Island Heart and Stroke Foundation -
"PEI Quit and Win - Don't Start and Win"
Theme: Prevention, Cessation
Target: Adults and youth
G & C Funding: 2003/04, 2004/05
Description: The Heart and Stroke Foundation of Prince Edward Island is member of the PEI Tobacco Reduction Alliance (PETRA). Their 2 year campaign developed a "Quit and Win - Don't Start and Win" campaign where adult and youth Prince Edward Islanders were invited to participate in the contest. The aim of the campaign is to help smokers quit smoking and to support non-smoking youth to stay non-smokers.
Mass Media: Print, television & radio are the media that support this campaign.
Evaluation: Interim and draft evaluation reports are available. The final evaluation report is in progress and will be delivered by March 31, 2005.
Website: www.heartandstroke.pe.ca
Contact:
Gordon MacKay
Interim Executive Director
Heart and Stroke Foundation of
Prince Edward Island
gmackay.hsfpei@pei.aibn.com
CD: Folder #39 contains creative elements
Saskatchewan
Government of Saskatchewan Health Promotion Unit
"Young Spirits: Proud to be Tobacco Free"
Theme: Prevention, with a focus on Aboriginal youth
Target: Students aged 12 to 15, in northern and community schools throughout Saskatchewan
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: This 3-year campaign entitled "Young Spirits: Proud to be Tobacco Free" promotes a tobacco-free lifestyle to young people, their families and communities in Saskatchewan, with a particular emphasis on First Nations youth. The message is for young people to feel good about their decision to be tobacco-free, including all types of tobacco (cigarettes, chewing tobacco, etc.)
Media: Poster, school packages, and radio commercials (in English, Cree and Dene)
Evaluation: Focus groups with students, parents and teachers conducted after year two and year three of the campaign. Some of the highlights of focus groups are:
- Students want current and unbiased information that will assist them in making wise decisions around tobacco usage. They, the teachers and resource people contacted in this research project, gave the "Young Spirits - Proud to be Tobacco Free" program high marks
- Research indicated that adults in northern communities are avid radio listeners. The local radio station, Missinipi Broadcasting Corporation, is very popular, featuring a variety of programming and in local languages as well
- Approximately 400 students participated in Young Spirits in 2002-03; approximately the same number participated in 2003-04
Website: None
Contact:
Mary Martin-Smith, Director
Health Promotion Unit
Saskatchewan Health
mmartin-smith@health.gov.sk.ca
CD: Folder #20 contains creative elements
Heart & Stroke Foundation of Saskatchewan
"Smoking Sucks"
Theme: Prevention
Target: Youth (11-16)
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005, 2005/2006
Description: The project is jointly developed by the Heart and Stroke Foundation, the Canadian Cancer Society, The Saskatchewan Coalition for Tobacco Reduction, with funding from HC.
"Smoking Sucks" builds on the highly successful youth campaign developed in Newfoundland by the Alliance for Control of Tobacco (ACT). The campaign aims to reduce the prevalence of tobacco use in Saskatchewan and increase the knowledge and understanding about the role of the tobacco industry in promoting tobacco use, through messages delivered by young people.
Phase One of the project featured two ads: Misha talks about the poisons in tobacco, Mathew about risks of exposure to second hand smoke. "Misha" was taken directly from the ACT campaign. The second ad, "Matthew" featured a aboriginal man from Regina.
Phase Two of the project is also made up of two ads which are in development in winter 2005. The first will address the issue of tobacco marketing. The second ad will focus on how tobacco affects athletic performance.
Media: Television, transit, theatre, radio, poster, bookmarks
Website:
www.heartandstroke.sk.ca
www.sk.cancer.ca
Evaluation: The project will include post-testing to gauge awareness of the campaign as well as changes in attitudes and perceptions of tobacco use, the effects of tobacco and the tobacco industry.
Contact:
Rhae-Ann Bromley, Director of Communications
bromleyra@hsf.sk.ca
CD: Folder #21 contains creative elements
Saskatchewan Institute on the Prevention of Handicaps
"Implementation of a Health Promotion Strategy on the Impact of Smoking During Pregnancy and the Effects of ETS on Infants and Children"
Theme: Second-hand smoke
Target: Youth, pregnant women, teen parents, Aboriginal groups, parents in general, families and caregivers of young children
G & C Fiscal Funding: 2003/2004, 2004/2005,
Description: This campaign is aimed at increasing awareness of the health effects of second-hand smoke on infants, children and pregnant women. The campaign also aims to encourage Saskatchewan families to take the necessary steps to ensure that children are cared for in smoke-free homes and vehicles.
Phase One
The first phase features a young boy, Thomas, in the car talking about breathing in second hand smoke.
Phase Two/Three
These phases also feature Thomas and his concern that his new sibling will be exposed to second-hand smoke and the harmful affects this will have.
Media: Radio (English, Cree & Dene), television, print
Evaluation: A pre-campaign telephone survey was conducted throughout Saskatchewan. A post-campaign survey is to be completed by March 31, 2005.
Website: www.preventioninstitute.sk.ca
Access through Resources/Publications under Media/PSAs
Contact:
Lauren Heistad
Communications Coordinator
communications@preventioninstitute.sk.ca
Yukon
Yukon Territorial Government Department of Health & Social Services "Mass Media Cessation Campaign"
Theme: Cessation
Target: Adults 35 to 65
G & C Fiscal Funding: 2002/2003, 2003/2004, 2004/2005
Description: This multi-faceted campaign assists smokers to move through stages of change, until they quit smoking, using Yukon faces and voices to tell stories of struggle and ultimately success. The focus is to encourage smokers in the pre-contemplation stage to move toward quitting.
Media: The campaign includes radio, print, poster, theatre, transit ads (both interior and exterior), television commercials and posters to reach adults of all cultures.
Evaluation: An evaluation will be available March 2005
Website: www.smokersline.ca
Contact:
Patricia Living
Social Marketing & Communications Specialist
patricia.living@gov.yk.ca
CD: Folder #1 contains creative elements
Yukon Territorial Government "Promoting Smoke Free Living Among Young Adults"
Theme: Cessation and tobacco denormalization
Target: Young adults 18 to 34
G & C Fiscal Funding: 2004/2005, 2005/2006
Description: This campaign adopts an overall positive approach with short, simple messaging, real life situations and stories, a blend of incentives, evidence, and an appeal to both a rational and an emotional response for remaining or becoming smoke-free. It features the faces and voices of Yukoners and reflects the diversity of Yukon's young adult population. Active living is promoted through the positive portrayal of both winter and summer activities that reflect the cultural diversity of the Yukon. Young adults interested in quitting are linked to specific programs and services.
Media: A combination of television, radio and poster, interior/exterior bus ads, movie slides/ commercials and website development.
Contact:
Patricia Living
Social Marketing & Communications Specialist
patricia.living@gov.yk.ca
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