Protection from Second-hand Smoke in the Home:

The Breathing Space Campaign

2005 National Conference on Tobacco or Health2005 National Conference on Tobacco or Health(May 4(May 4thth- 6- 6thth , 2005) , 2005)

Presentation Outline

History of Campaign Phase One: Education & Awareness Phase Two: Hard to Reach Populations Recommendations

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

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

Project Goal

To increase public awareness of the

negative health impacts of second-hand

smoke with the goal of affecting

attitudinal and behavioral change.

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

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

Objectives

Project Identity

Community Partners – is not associated with government

Logo and tagline – is on all components

Non threatening – mix of cartoons and photos

PHASE IEducation & Awareness

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

Message Development

Humour Fact Based Tone Creative Analogies Role Model Objective Voice

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

Campaign Components

Outdoor Advertising Newspaper Advertising Radio Advertisements Community Posters Fact Sheets Smoke-free Home & Car Decals Community Education Materials

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

Radio Advertising

Four Advertisements: Swimming Pool Dragon Slayer Passive Guy Party

Evaluation – Phase I

Recall Awareness Clear, New, Credible, Relevant Eye catching Attitudes Behaviours Campaign Impact Impact of Individual Components

52%

17%

38%

28%

43%

15%

15%

14%

15%

12%

11%

8%

8%

0% 10% 20% 30% 40% 50% 60%

Total Campaign

Contents Bus Shelter Ad

Young Boy Bus Shelter Ad

Smoke Detector Print Ad

Bathwater Print Ad

Swimming Pool Radio Ad

Passive Guy Radio Ad

Dragon Radio Ad

Party Radio Ad

20032000

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

3%

16%

19%

23%

9%

32%

48%

61%

0% 20% 40% 60% 80%

Never reads dailynewspaper

Reads daily newspaperat least once a week

Reads daily newspaperseveral times a week

Reads daily newspaperalmost every day

Never listens to radio

Listens to radio lessthan one hour a day

Listens to radio 1 to 2hour a day

Listens to radio 2 ormore hours a day

Percent Recalling Ads By Media ConsumptionPercent Recalling Ads By Media Consumption Base: Total Sample: March 5 to April 2, 2003 [n=1,004]Base: Total Sample: March 5 to April 2, 2003 [n=1,004]

% Recalling Newspaper Ad

% Recalling Radio Ads

87%

79%

75%

0% 20% 40% 60% 80% 100%

Ads caught yourattention

Pleased tosee/hear ads

Would not mindseeing/hearing

ads again

Emotive Response to CampaignEmotive Response to CampaignBase: Those Recalling Ads: March 5 to April 2, 2003 [n=524]Base: Those Recalling Ads: March 5 to April 2, 2003 [n=524]

ADPACT NORMS

ADPACT NORMS

ADPACT NORMS

89%

77%

68%

44%

0% 20% 40% 60% 80% 100%

Delivers a clearmessage

Relevant andmeaningful

Persuasive andinfluential

Provided newinformation

Information Usefulness of CampaignInformation Usefulness of CampaignBase: Those Recalling Ads: March 5 to April 2, 2003 [n=524]Base: Those Recalling Ads: March 5 to April 2, 2003 [n=524]

ADPACT NORMS

ADPACT NORMS

ADPACT NORMS

ADPACT NORMS

88%

74%

74%

63%

0% 20% 40% 60% 80% 100%

To agree thatsecond-hand

smoke is aserious health

hazard

To asksomeone whosmokes not tosmoke inside

your home 20032000

Behavioural Intentions Towards Second-Hand SmokeBehavioural Intentions Towards Second-Hand Smoke

Percent Very Likely: Campaign ComparisonPercent Very Likely: Campaign ComparisonBases: 50 % of Sample: July 3 to Sept.24, 2000 [n=517], Bases: 50 % of Sample: July 3 to Sept.24, 2000 [n=517], March 5 to April 2, 2003 [n=474]March 5 to April 2, 2003 [n=474]

85%

76%

0% 20% 40% 60% 80% 100%

To ask someonenot to smoke in

your home ifthere are

children present

Recalls Campaign

Does Not Recall Campaign

Behavioural Intentions Towards Second-Hand SmokeBehavioural Intentions Towards Second-Hand Smoke

Percent Very Likely to Do Behaviour: Percent Very Likely to Do Behaviour: By Campaign AwarenessBy Campaign AwarenessBase: 50 % of Sample: March 5 to April 2, 2003 [n=474]Base: 50 % of Sample: March 5 to April 2, 2003 [n=474]

Process Evaluation

Media Coverage Resource Distribution Private/Public Interest in Campaign Collaboration with Organizations Qualitative Campaign Assessment Requests

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

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

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

PHASE IIHard to Reach Populations

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

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

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

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

Phase II Campaign Components

Unsung Hero Radio Ads (30s, 60s)

Print Visuals Unsung Hero (2 images) Warm Glow

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

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

Campaign Status

Spring Campaign Implementation

(March 14th – April 24th)

31 Participating Health Departments Campaign evaluation currently being

completed

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

For More Information Contact

Jane Loppe, Supervisor

Chronic Disease and Injury Prevention

Peel Health Department

905-791-7800 Ext. 2029

jane.loppe@peelregion.ca