Ridin’ with Idaho Project Filter

Wyatt Smith, Professional Rodeo Athlete

What is Project Filter

Idaho Department of Health and Welfare has taken a unique approach to educate about the effects of tobacco use.

Project Filter was developed and has sponsored several athletes around Idaho since 2004 and every year these athletes helps reach an increasing number of people at events with the “Project Filter — Idaho Fights Tobacco” message.

Multi-media Communications Plan

2008 Tobacco Counter-Marketing Evaluation:  Adults 18 and Older

101,000 Idahoans have seen someone wearing Project Filter gear in the past 12 months and over half of these people believe seeing the PF logo/message help people want to live a healthier lifestyle.

Nearly 9 in 10 Idaho adults who attend rodeos, racetracks and other shows sponsored by PF believed it is a good idea to sponsor athletes or events if it helps people to quit using tobacco.  Of people who attended these same events 131,000 reported seeing PF messaging.

Approximately 17% of Idahoans currently use tobacco (taken from 2008 BRFSS Report)

Results

The change in federal cigarette tax combined with Idaho’s implementation of an incentive and a multi media communications campaign resulted in tremendous spikes in web site traffic and quit line volume.

Huge Volume Increase

2008 2009Feb. 100 330

Mar. 74 456

April 66 1239

May 70 719

Idaho Quit Line volume:

2008 2009Feb. 125 924

Mar. 121 2,198

April 177 5,129

May 150 1,455

Idaho QuitNet site traffic:

Introducing the Team

Me and Project Filter

Rodeo and Wyatt Smith

Rodeo Sponsorships

Rodeo is a major target of companies like US Smokeless and Copenhagen.

Because of all the tobacco money used to sponsor rodeo,the Pro Rodeo Cowboy Association refuses to let me wear a Project Filter Patch in the arena.

US Smokeless and College Rodeos

All signage and appearance of US Smokeless was removed from all College Rodeos.

None of the scholarships had the US Smokeless or Copenhagen/Skoal name on them like in the past.

The National Intercollegiate Rodeo Association still remains neutral and will not approve anti-tobacco patches worn inside the arenas.

Other means

We have chosen to take it to the classroom!

10 cities in Idaho

Visiting approximately 5 schools per city.

Middle Schools, Jr. High Schools, Alternative Schools and High Schools

Health and Welfare representatives coordinate with me and the schools to hold tobacco education along with my appearance.

Public Appearances

Fairs, parades and any place you can find a crowd.

Just pull up the car and kids love it.

DARE Graduation

Keynote Speaker at Drug and Alcohol Graduations.

3 Graduations with approximately 300 kids and their parents in attendance each.

Great opportunity to get one-on-one with students.

Marlboro Man

For many years, the Marlboro Man was the ideal of the American Cowboy.

MY GOAL:

To educate Kids, Set and example for up and coming Cowboys and make sure the public knows:

The Marlboro Man is not the real Cowboy anymore!