H.O.T. (Hands On Training) Advocacy Tour How Teen Tobacco Summit 8 changed the way youth advocates saw their world Laura CorbinRon Davis Regional Tobacco Prev Coord.Regional Tobacco Prev CoordFL Tobacco Prev & Control Program

Teen Tobacco Summit History First Governor’s Teen Summit- Feb Over 300 middle and high school youth Birth of SWAT-Students Working Against Tobacco and the truth counter-marketing media campaign Held yearly (until last year)

SWAT Youth-driven, youth targeted grassroots advocacy organization Mission: expose the manipulative tactics of the tobacco industry in order to create social norm changes in favor of tobacco control policy Consists of local school/community-based chapters 67 member Board of Directors 15 Member Executive Board

SWAT Core Values Youth empowerment model Anti-Industry message

Why Youth Advocacy? Youth make up 26% of the population Youth spend more than $150 billion a year Youth care about the world as much as anybody Tobacco Industry spends almost $1 billion each year to market their products in Florida When youth talk and act with passion, people LISTEN. BUT YOUTH ARE NOT ALLOWED TO VOTE

truth Counter-marketing media campaign De-normalizes the tobacco industry Edgy Targets youth and young adults

Teen Tobacco Summit Goals Train new youth and adult advocates Revitalize grassroots efforts Give youth leadership opportunities Plan future statewide initiatives Enhance cohesiveness of statewide movement

Teen Tobacco Summit 8 in Context 2 nd consecutive year on slim budget Statewide SWAT organization on life support Marketing Proviso Language restricts counter-marketing Limited ability to oversee and coordinate county SWAT chapters Increased reliance on grassroots motivation and creativity Need for grassroots SWAT orgs to be more independent

H.O.T. Idea Executive Board mtg. of 15 SWAT members with five regional coordinators “Needs Assessment” process revealed necessity of action-oriented membership Discussion of what qualities make a good advocate How do we counter-market without advertising? Bleak budget outlook for future Final hour lightbulb

Constructing a H.O.T. Message truth is Florida’s (and the national) anti- industry message that motivates youth to action Use tobacco industry de-normalization to shape the tobacco issue in your community Re-frame the tobacco issue so that the tobacco industry is responsible for the tobacco epidemic

Why use Tobacco Industry De-normalization? The tobacco industry does not like it. We have millions of pages of industry documents and an obligation to use them to protect public health Industry behavior is in direct conflict with society’s expectations of legitimate, responsible corporations From Tobacco Industry Denormalization Canadian Health Council Publication

Benefits of Tobacco Industry De-normalization Allows public health professionals to correct misinformation given by the tobacco industry Motivates smokers to quit Increases support for all tobacco control issues Harnesses youth rebellion against the industry From Tobacco Industry Denormalization Canadian Health Council Publication

Identify Our Intended Audience Teens Young Adults General public Media

Key Message: Big Tobacco Kills 81 Floridians Daily

Planning Executive Board Mtg Scouting Routes Investigating special events Three routes Three stops per route Friday night prep Enlist the aid of The Delta Project Training on bus Youth/Adult Leaders Advocacy activities at each stop Permits Media Releases

The 81 Tour Daytona Route – Regions 4 & 5 Melbourne/Cocoa Route – Regions 1 & part of 2 Tampa Route – Regions 3 & part of 2

H.O.T. Advocacy Tour Specifics 3 Bus routes from Orlando to Tampa, Melbourne and Daytona Beach 3 Buses per route; lead van on each route 3 Advocacy stops per route Grande Finale: commercial shoot with youth from all nine buses

H.O.T. Advocacy Tour Prep 1 st Night of Summit – Explain Tour – Core Training—two groups Seasoned SWAT youth became Activity Leaders New SWAT youth received foundational Training – Prep and label materials for buses – Adult Chaperone training Morning of Tour – Load materials on correct buses – Load, take attendance of all youth

Tour Activities and Stops Enough for each person to do something – Large group, small group and individual activities Time sensitive Expected target audience at each location Training sessions conducted on bus – SWAT Key Messages – Media 101

Methods used to Convey Message Chalk –n-awe Sheet banners T-shirt Messages Sandwich Boards Progressive road signs Sand Angels 81 Symbolic Crosses

H.O.T. Advocacy Tour Costs Training Consultation & Materials- $10,500 Printed materials (key message palm cards)- $655 Consumables (chloroplast boards, sheets, paint, popsicle sticks, poster board, markers, etc.)- $1200 Buses- $3,000 Videography -$4,000

Add’l Tour Logistics Training materials on each bus Key messages to each participant Attendance recorded after each advocacy activity/tour stop Advocacy materials on each bus Video equipment on each route Emergency van accompanying each route

H.O.T. Advocacy Training Training facilitated by youth on bus Training topics – Tobacco Industry Manipulation – Tour Key Messages – Gathering Earned Media Media contacts phoned from bus

Culminating Commercial Activity 81 Shoe Commercial Shoot at T.D. Waterhouse center Whoops – I mean, Pointe Orlando

Successes 300 trained and empowered Youth and Adult supporters Generate Earned Media—TV and Newspaper Increased confidence and skill of local SWAT Organizations Comfortable street marketing Activities were cost effective to replicate Reinforced SWAT key messages Develop new advocacy ideas

Lessons Learned Bus training sessions difficult to maintain Always have a role for each individual at each stop Needed a “call to action” for the public Allow for ample post-event discussion Follow-up with prescribed activities that are more targeted to nationally recognized days or specific policy interventions

Lessons Learned Have key messages available for everyone Need for online support of local activities Special invites to reporters to join tour The “underground” meaning of 81 and 88 Our bus vendor sub-contracted buses from Disney—some buses were traded mid-tour

Lessons Learned Con’d Always have a plan B Street Marketing Do’s & Don’ts Launch of ATAK Online

Building an Advocacy Effort Good first impression be direct, specific start small keep records collaborate learn from the past look for diversity

Responsible Street Marketing Polite, Respect Property and Authority Facts straight Never make up answers Trust champion Patience Understand that everyone wants something Strength in Numbers Unity

Don’t Give Up Your Voice Shatter age related stereotypes Don’t wait for an invitation Be innovative, creative Be persistent

ATAK Online Anti Tobacco Advocacy Kits Located on our websitewww.gen-swat.com Provides anti-industry focused education, ideas for advocacy and resources/templates for coalitions to use on ten different tobacco topic areas Information created by and for youth advocates

SWAT Website