Les Hagen Executive Director Action on Smoking & Health Tobacco Rated R Engaging youth on smoke- free movies in Alberta.

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Presentation transcript:

Les Hagen Executive Director Action on Smoking & Health Tobacco Rated R Engaging youth on smoke- free movies in Alberta

Alberta Tobacco Youth Engagement Project Direct youth engagement Social media Earned media Partnerships (ASH, TLA, Rescue, Alberta Health) Campaigns include: Flavour Fraud Tobacco Rated R

Campaign overview Goal is to promote “R” ratings on youth-rated films depicting tobacco Objectives Increase public awareness and support Generate and demonstrate public demand for “R” ratings Target audiences include influencers, media and policy makers

Campaign launch Publicize Tobacco Rated R Get smoke-free movies on the public agenda Release new Alberta research Engage youth in launch Initiate call to action

Creating news Piggyback on breaking news Use anniversaries Profile a relevant conflict or injustice Engage tobacco victims, celebrities and authorities Release new data or study Respond to announcements and developments

Framing a news story Translate the individual problem into a social issue (e.g., quality of life) Assign primary responsibility Present a solution Make a practical appeal

Controversy/conflict Broad interest Injustice Irony (man bites dog) Local peg Personal angle Breakthrough Anniversary peg (NNSW) Seasonal peg Celebrity Visuals Elements of newsworthiness

Campaign activities Personal testimonies from youth and adults On-the-ground advocacy Grassroots events Online advocacy Media advocacy Partner coordination

Youth engagement activities Organize milestone/media events Collect support cards and photo pledges Engage VIPs and policy makers Conduct film ratings at public libraries Others activities determined by youth

Contact: Les Hagen