engaging youth in tobacco use and reduction using video
DESCRIPTION
TRANSCRIPT
Engaging Inuit youth in tobacco use reduction using video stories on quitting
Authors: Catherine Carry, Kendra Tagoona, Denise Rideout, Alana Kronstal, Stephanie Chess
7th National Conference on Tobacco or HealthNov. 1-4, 2011
Background
• National Aboriginal Health Organization (NAHO) - Aboriginal-designed and -controlled body.
• Inuit Tuttarvingat - Inuit-specific centre at NAHO.
• Participates in knowledge development opportunities and knowledge translation activities.
• Prepares multi-media knowledge tools and products related to specific issues and the broader determinants of health for public use.
All photos © NAHO
Background cont’d
• Inuit Tobacco-free Network (ITN) developed in 2009-10 with funding from Health Canada’s Tobacco Control Program (TCP).
• Purpose: to increase sharing of knowledge and experiences related to tobacco use reduction in Inuit communities.
• Project guided by the National Inuit Tobacco Task Group coordinated through Inuit Tapiriit Kanatami (ITK).
• Tools: Public website and e-mail listserv.
• Engage in project activities, research and other partnerships.
Hopedale, Nunatsiavut
Youth Video Project (Part I)
• Hired Kendra Tagoona (co-author): Coordinate web research, develop web content incl. videos, do content management for ITN website.
• Had quizzes and other school relevant content, but wanted to engage youth in product development.
• Using our networks incl. the National Inuit Youth Council, identified five youth in the four Inuit regions and Kendra for filming Inuit in Ottawa.
Kendra Tagoona, web and video project
coordinator
Youth Video Project Methods
Nunavik high school student and videographer, Vicky Chevrier
Mailed/e-mailed to the youth:
• A brief project overview and a contract to sign.
• Consent forms for subjects.
• A Flip video camera to use and keep loaded with a short tutorial on how to get good footage and sound.
• A USB stick for storing/returning footage.
• One page of flexible guidelines for collecting interviews on experiences about tobacco use and quitting in their respective communities.
Youth Video ProjectMethods cont’d
• Video content: real life stories by Inuit who have been affected by smoking and/or quit or trying to quit.
• Film editor: seven short videos in the Inuit language/ English, an introductory clip anda public service announcement.
>Added music, graphics and archival public footage to increase appeal.
• Videos: posted on YouTube, and Inuit film site (ISUMAtv) with links on the ITN website.
Photo from the “Pangnirtung Youth” video
Inuit Tobacco-free Network (ITN)Youth Video Project (Part II)
Smoke Stories: Quit Clips by Inuit YouthVideo Screening Contest
in Nunavut classrooms – February-March 2011
Iqaluit kids in an igloo
Smoke Stories: Quit Clips by Inuit YouthVideo Screening Contest
• Goals: Increase youth viewing of the quitting videos; Encourage students to think seriously about the decision to smoke and to think about quitting, if they had already started to smoke.
• Partner: Government of Nunavut (GN-HSS) - Ainiak Korgak, Manager, External Public Health Relations and staff funded by Health Canada (TCP).
• Contest informed by evaluation of Territorial Smoke Screening Program run for a number of years in YK, NWT and NU schools.
Photo from ‘Selma’s Story’ video
• Developed promotional info and press release, and teacher’s package: a teacher’s guide incl. a student viewing form, a class results form, and prize structure.
• Launched contest registration for Grade 7-12 classes in Nunavut schools during National Non-Smoking Week in January 2011.
• Prizes were for classroom participation not individual students: 31 Flip cameras; ten $500 and one $750 Amazon gift certificates through a draw.
• GN staff e-mailed and called schools: 175 classes registered by the deadline; viewing packages mailed.
Smoke Stories: Quit Clips by Inuit YouthVideo Screening Contest cont’d
Photo from ‘Elders’ Perspectives’ video
Video Screening Contest cont’d
Photo from “Nain Youth” video
• For each video, the student viewing form asked if the video would be good for airing on CBC North TV or not?
• Teachers were to:
- screen videos in the Inuit language or English.- have students determine their favourite for TV.- hold a discussion with students.- rate statements on overall class responses.- respond to statements/questions.- fax or e-mail results form.
Video Screening Contest cont’d
Challenges: • Funding period too short – allowed only one month for viewing/voting.
• Results deadline extended one week due to:
- Winter weather delayed postal delivery of viewing packages to many communities.- Many teachers attending conferences during voting period.
Results:• 38 class viewing results received by the final deadline – less than 1/3 of the registration.
• Averaged estimates indicate between 380 and 760 students participated.
Photo from winning video “Quitting”
Video Screening ContestResults cont’d
From 37 completed results forms reflecting teacher impressions
Teachers agreed/strongly agreed that:
• The videos made students aware of how difficult it is to quit – 84%.
• The videos made students aware of the harmful effects of smoking – 76%.
• Their students were interested in a discussion after watching the videos – 75%.
• The videos made students consider the possibility of quitting – 73%.
• The videos made students aware of quitting strategies – 70%.
Fall in Nain, Labrador
Video Screening ContestResults cont’d
Teachers agreed/strongly agreed that:
• Their students related better to Northern made videos than to international anti-smoking ads – 62%.
• The video made students aware of where to find help with quitting – 62%.
• The videos reinforced students’ decisions not to start smoking – 51%.
• Watching these videos has made students decide to quit – 38%.
Arctic cotton
Video Screening ContestResults cont’d
• Do you feel that prize incentives are necessary to encourage participation in Tobacco Reduction education? Almost 60% of teachers said ‘yes.’
• Were the prizes appropriate? Almost 70% said ‘yes.’
Teacher comments (30/37 gave comments):
• More videos, personal perspectives. (The videos were awesome!)
• Prizes & incentives of non-smokers &quitters.
Video Screening ContestResults cont’d
Teacher comments cont’d
• Live speech by someone severely affected by smoking.
• Students expressed that graphic videos are more effective than personal stories, [the] videos are too long and too slow to keep attention of youth.
• Students … didn’t like any or choose a winning video.
• More visits from Community Health Representatives to talk about it.
• Snuff is more of a problem than smoking (5/18 smoke, 9/18 use snuff).
Video Screening ContestResults cont’d
• More videos and worksheets that student from the North relate to – ALL my students smoke.
• Videos not suitable as TV commercials.
• More Smoking Sucks booklets – are using it now, and students say they want to quit.
• Gum, patch, cold turkey, gym activities.
• Incentives: not necessary but definitely a good use of government $.
Video Screening ContestResults cont’d
Winning Video – “Quitting”
• Announced through a press release to Nunavut.
• CBC North TV ad space purchased.
• Two minute excerpt broadcast in both the Inuit language and English over two weeks in March 2011.
• “Elders’ Perspectives” video almost tied with “Quitting.”
Video Screening ContestLearnings
Things that went well:
• Offering Inuit language and English versions.
• Flip cameras and Amazon gift certificates.
• Providing teacher’s guide and simple fax back class results form.
• Class prizes spread benefit.
• One class result form reduces administration.
• Partnering with GN-HSS – they already had relationships with Nunavut schools.
• Media coverage.
Things to change:
• Similar contest in the North needs six months, not three.
• Make 1.5 - 2 minute video stories, not 3 - 5 minute ones.
• Spend more time/money on ‘souping up’ the videos.
• Include a handout on quitting strategy messages and info on where to get quitting help.
• Target more Gr. 7-8 classrooms, if messages include prevention.
• Engage an Inuk youth role model as a champion.
Video Screening ContestLearnings cont’d
Videos, contest documents and results report available at: www.InuitTobaccofree.ca
Join the ITN at: [email protected]
Thank you.
For more info:Catherine Carry, Senior Program OfficerInuit Tuttarvingat, National Aboriginal Health Organization220 Laurier Avenue West, Suite 1200Ottawa ON K1P 5Z9Direct Line: 613-760-3515E-mail: [email protected]