Awareness Campaign TOBACCO ONSCREEN
Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction activities in schools and the workplace, and with the general public -Québec Tobacco-Free Week held in January -Québec-based class actions against tobacco companies
-Youth-led projects -Awareness activities geared to the artistic community -General public awareness campaign Several initiatives promoting smoke-free movies
Youth Coalition Against Smoking (YCAS) Oxygen Commando Educational guide YOUTH-LED PROJECTS
Youth Coalition Against Smoking (YCAS) YOUTH-LED PROJECTS : 3 turnkey activities 1.Choose your issue! in November Misleading products Second-hand smoke Onscreen tobacco 160 schools taking action 2. Spread the word! in January 100 schools currently taking action 48 chose onscreen tobacco use 3. Let’s take it a step further! in May
Oxygen Commando Some projects YOUTH-LEAD PROJECTS
Oxygen Commando The intervention guide YOUTH-LEAD PROJECTS
Oxygen Commando Media publications YOUTH-LEAD PROJECTS
Oxygen Commando Major achievements YOUTH-LEAD PROJECTS 1,500 youth participants since ,000 people reached -Social action raises awareness in the artistic community -Press conference with a movie director -YCAS Leaders: Déclaration publique sur le tabac à l’écran
YOUTH-LED PROJECTS French-language educational guide 4 turnkey classroom activities on product placement and onscreen smoking Includes: -Practical exercices -Feedback -Learning reinvestment -Suggestions for community- based action
Meeting with movie industry professionals Major achievements: -Engagment from Radio-Canada -Testimonials from movie directors -How to speak to them Awareness activities geared to the ARTISTIC COMMUNITY
Strategies: -Well-known spokesperson -Study on smoking in Québec-made movies (2010) -Polling on perceptions among Quebecers (2012) -Oxygen and Ashtray awards -Web and movie theater awareness campaign Awareness campaign geared to the GENERAL PUBLIC
Goal: to increase the number of media-driven messages against onscreen smoking Results : - More than 70 publications - Awareness heightened among journalists - Positive media coverage and analysis Awareness campaign geared to the GENERAL PUBLIC Well-known spokesperson
Study on smoking in Québec-made movies (2010) Salient Data: -75% of the 15 most lucrative Québec movies feature scenes involving smoking -27% of the 15 most popular foreigh films feature scenes involving smoking -87% of scenes involving smoking on Québec TV are featured on Radio- Canada -4/7 dramatic TV shows are presented during peak hours Awareness campaign geared to the GENERAL PUBLIC
Polling on perceptions among Quebecers (2012) Salient data: -69% of Quebecers notice scenes featuring smoking -1/4 of Quebecers believe we should classify movies based on the number of scenes featuring smoking -47% of Quebecers believe that oncreen smoking can influence tobacco consumption among youth Awareness campaign geared to the GENERAL PUBLIC
Oxygen and Ashtray awards -Independant jury -3 press conferences -Extensive media coverage Awareness campaign geared to the GENERAL PUBLIC
Web and Movie theater awareness campaign -Movie Theater advertising -Web advertising -Web contest -Web site Awareness campaign geared to the GENERAL PUBLIC
Lessons learned from the experience -Youth love to get involved -Onscreen tobacco use arouses interest among youth and the general public, but there is work to do with journalists, movie industry students and professionals -It’s easier to spark interest among journalists when projects are led by youth and /or when well-known spokespersons are involved -Finding a well-known, suitable and passionate spokesperson is not always easy -Be mindful of how you frame the issue with movie-industry professionals -Never demand censorship -Secure extensive media coverage of everything you do -Present persuasive data -Never stop until you’ve converted them to your cause!
Questions ? Christine Demers Prevention Department Coordinator #223