15
TOBACCO CONTROLSECTION
Local Lead AgenciesCompetitive Grantees
MEDIA CAMPAIGN
TOBACCOEDUCATIONCLEARINGHOUSE
ETHNIC NETWORKSAfrican AmericanLatinoAsian/Pacific IslanderNative American
TOBACCOCONTROLREGIONS
PARTNERSELECTRONICCOMMUNICATION
PROGRAMEVALUATION
STATEWIDE PROGRAMSTechnical Legal AssistanceSmoke-Free Bar ProgramDivestmentYouth Advocacy NetworkSmokers’ Help LineSmoke-Free Lavender Proj.
CALIFORNIA TOBACCO CONTROL PROGRAM
6 2
LOCAL LEAD AGENCIES
PART OF COMPREHENSIVE PROGRAM
PROVIDE STABLE, ONGOING PRESENCE AT LOCAL LEVEL
ORGANIZED LOCAL COALTIONS MAJOR ROLE IN CALIFORNIA’S
SUCCESSES
7 3
LLA SUCCESSES
CHANGING SOCIAL NORMS
SUPPORT FOR POLICIES/MOBILIZING COMMUNITIES
ACTING LOCALLY, THINKING GLOBALLY
Adult Smoking Prevalence for California and the United States
1988-1998
Adult Smoking Prevalence for California and the United States
1988-1998
Sources: CTS, 1990, 1992-3, 1996, weighted to 1990 CA population; CATS/BRFS, 1994-1998, weighted to 1990 CA population.Prepared by: California Department of Health Services, Tobacco Control Section, August 13, 1999
0
5
10
15
20
25
30
35
40
Pe
rce
nt
US CA
US 37,9 34,9 33,6 33,6 32,3 31,9 29,9 30,2 27,4 25,7 25,0 25,5 24,7 24,7
CA 35,0 32,3 31,7 32,9 29,4 30,5 26,8 26,7 22,2 20,0 20,2 17,3 16,7 18,6 18,2 18,4
77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98
Tax Increase and Start of
the CA Tobacco Control Program
*
* Definition change in 1996 resulted in more “occasional smokers” being counted.
California: 1990, 1992-1993: California Tobacco Survey (CTS), UCSD, weighted to 1990 CA population with 4 race and 2 age groups.1994-1998: California Youth Tobacco Survey (CYTS), CDHS, weighted to 1990 CA population with 4 race and 3 age groups.
Prepared by: California Department of Health Services, Tobacco Control Section, August 13, 1999
0,0
5,0
10,0
15,0
Pe
rce
nt
CTS/CYTS 9,1 8,7 9,1 11,0 12,1 11,0 11,2 10,7
1990 1991 1992 1993 1994 1995 1996 1997 1998
30-day Smoking Prevalence for California 12-17 year-olds
Telephone Survey, 1990-1998
30-day Smoking Prevalence for California 12-17 year-olds
Telephone Survey, 1990-1998
8 6
NEW AND AMENDED ORDINANCES 1/1/90 - 11/16/99
0
50
100
150
200
250
CLN ACC ADV
NEW AMEND
202 CLEAN
INDOOR AIR
181 ACCESS
25 ADVERTIS.
9 7
REDUCING ETS EXPOSURE IN THE HOME
1997 RANDOM PHONE SURVEY 1998 MEDIA CAMPAIGN 1998 POST SURVEY PRE-POST DATA NEEDED TAILORED MESSAGE TO REACH HARD CORE SMOKERS
11 8
NEEDED MORE INFORMATION
HELD 3 FOCUS GROUPS OF SMOKERS W/CHILDERN
• CAUCASIAN
• AFRICAN AMERICAN
• CHINESE (CANTONESE)
12 9
AFRICAN AMERICANS
REASONS FOR SMOKING INSIDE
• HABIT• ONLY PLACE CAN SMOKE INDOORS • “I PAY THE RENT”• FEEL LIKE OUTCAST IF SMOKE OUTSIDE• BELIEVE HEALTH EFFECTS ARE
EXAGERRATED IN MEDIA CAMPAIGN”
13 10
AFRICAN AMERICANS
REASONS FOR SMOKING OUTSIDE:
• OFFENSIVE ODOR• TURNS WALLS BROWN• “IT’S A FORM OF RESPECT I GIVE TO MY
WIFE AND KIDS”• CHILD HAS ASTHMA• RATHER NOT TAKE POSSIBLE RISK OF
HARMING FAMILY”
14 11
AFRICAN AMERICANS
RESPONSE TO MEDIA MESSAGES:
• DON’T EQUATE SMOKING INSIDE WITH LOVING CHILDREN
• LIKED• “STEP OUTSIDE TO SMOKE, YOUR CHILDREN WILL
APPRECIATE IT”• “I’M SMOKING OUTSIDE BECAUSE OF MY KIDS”
15 12
CAUCASIANS
LESS LIKELY TO MENTION CHILDLREN THOUGHT SOME ADS WERE NOT
BELIEVABLE , EXAGERRATED RISK WANTED TO HEAR FACTS TO PROVE
SECOND HAND SMOKE HARMFUL DISTRUST OF GOVERNMENT
“PROPAGANDA”
16 13
CAUCASIANS
REASONS FOR SMOKING INSIDE:
• ONLY PLACE CAN SMOKE INSIDE• COMFORTABLE• “IT’S MY HOUSE”• “CHILDREN ARE FED PROPAGANDA AT
SCHOOL THEN TELL ME WHAT TO DO. I. I AM THE ADULT”
17 14
CAUCASIANS
REASONS FOR SMOKING OUTSIDE: Protect family in case there really
is harm Bad odor, dirty walls Cannot smoke inside at work
anymore so accustomed to smoking outside .
18 15
Caucasians
RESPONSE TO MEDIA MESSAGES:
Do not like or believe messages that say second hand smoke kills
Do not like ads that make them feel guilty
19 16
Cantonese speaking Chinese
Although 9 out of 10 smoked outside, most felt ETS hazards exaggerated
Feel affected by social norms in this country
Some felt smokers are generally “hated” in the United States
21 17
CANTONESE
Reasons for smoking outside: Poor circulation inside the house Children learn secondhand smoke
harmful in school and throw away parent’s cigarettes
Societal pressures in the U.S. Scolding by family member
24 18
DEVELOPED 4 TV SPOTS
Acknowledged some had doubts re hazards of secondhand smoke
Did not equate love of children with smoking outside - no guilt message
Provided other reasons to smoke outside - odor, not hard once develop habit, already smoke outdoors when at work
25
PRODUCED TV SPOTS
Three in English
One in Cantonese
Tagged with phone number, incentive - key chain/flashlight/alarm clocklabeled “It’s Time To Go Outside”
28 20
EVALUATION
No funds for another random phone survey
Viewers requesting incentive sent survey and educational information
Incentive sent if returned survey
29 21
SURVEY- 223 RETURNED
WHAT DID THEY THINK OF AD IF SMOKER, WHERE SMOKE DID AD INFLUENCE TO GO OUTSIDE WHAT ABOUT AD INFLUENCED THEM NON-SMOKERS - ASKING SOMEONE
ELSE TO SMOKE OUTSIDE INFLUENCE OF AD
30 22
WHERE SMOKED PRE/POST AD
0
20
40
60
80
IN
OUT
BOTH
IN 17,9 1,7
OUT 20,8 38,6
BOTH 61,3 59,7
BEF AD AFT AD
34 25
REASONS SMOKERS CHANGED
ALREADY THINKING OF GOING OUTSIDE - TIPPED THE SCALES
REMINDED HOW CARELESS TO SMOKE INSIDE
RESPECT AND CONSIDERATION OF NON SMOKERS, ESPECIALLY KIDS
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MEDIA BUY - ENGLISH
$10K -230 SPOTS($43/SPOT) - 3 WKS. CABLE 57.3% REACH, 4.1 FREQUENCY
BLACK ENTERTAINMENT TONIGHT CNN - NEWS FOX SPORTS LIFETIME - TARGETING WOMEN TNT - MOVIE CHANNEL