2005 National Conference on Tobacco or Health (May 4 th - 6 th, 2005) Protection from Second-hand Smoke in the Home: The Breathing Space Campaign 2005 National Conference on Tobacco or Health (May 4 th - 6 th, 2005)

Presentation Outline  History of Campaign  Phase One: Education & Awareness  Phase Two: Hard to Reach Populations  Recommendations

What is Breathing Space?  33 Participating Health Departments  Multi Media Communications Campaign  Designed to:  Increase awareness about second-hand smoke  Encourage people to protect their health

History of Campaign  1998 Greater Toronto Area Smoke-free Homes Group  Summer 2000 and March 2001  February-April 2003  Expanded to 23 Health Departments  March-April 2005  Expanded to 33 Health Departments

Project Goal To increase public awareness of the negative health impacts of second-hand smoke with the goal of affecting attitudinal and behavioral change.

Objectives  To increase awareness of the serious health impacts of second-hand smoke exposure across all targets  To promote the program identity and messages through an integrated communications plan that attracts community support and motivates positive behavioral change

 To underscore the principles of tolerance, respect and cooperation in the interest of good health and social interaction  To stimulate and support a broad social movement denormalizing smoking in the home Objectives

Project Identity  Community Partners – is not associated with government  Logo and tagline – is on all components  Non threatening – mix of cartoons and photos

PHASE I Education & Awareness

Target Audience – Phase I  Homes with smokers, particularly parents, who are responsive to smoke-free home messages, and have few barriers to making their homes smoke-free  Homes where visitors are allowed to smoke and where occupants are responsive to smoke-free home messages, and have few barriers to making their homes smoke-free

Message Development  Humour  Fact Based  Tone  Creative Analogies  Role Model  Objective Voice

Key Messages  Second-hand smoke is a serious health issue  Second-hand smoke is a social issue  Respect & protect the health of others  Smoking outside is the only alternative

Campaign Components  Outdoor Advertising  Newspaper Advertising  Radio Advertisements  Community Posters  Fact Sheets  Smoke-free Home & Car Decals  Community Education Materials

Implementation – Phase I  Summer/Fall 2000 (13 weeks)  Radio, Newspaper, Transit  Winter 2001 (5 weeks)  Radio  Winter 2003 (6 weeks)  Radio, Newspaper  Province wide implementation

Radio Advertising Four Advertisements:  Swimming Pool  Dragon Slayer  Passive Guy  Party

Evaluation – Phase I  Recall  Awareness  Clear, New, Credible, Relevant  Eye catching  Attitudes  Behaviours  Campaign Impact  Impact of Individual Components

Percent Recalling Ads: Campaign Comparison Bases: Total Sample: July 3 to Sept. 24, 2000 [n=1,025] Total Sample: March 5 to April 2, 2003 [n=1,004]

Percent Recalling Ads By Media Consumption Base: Total Sample: March 5 to April 2, 2003 [n=1,004] % Recalling Newspaper Ad % Recalling Radio Ads

Emotive Response to Campaign Base: Those Recalling Ads: March 5 to April 2, 2003 [n=524] ADPACT NORMS

Information Usefulness of Campaign Base: Those Recalling Ads: March 5 to April 2, 2003 [n=524] ADPACT NORMS

Behavioural Intentions Towards Second-Hand Smoke Percent Very Likely: Campaign Comparison Bases: 50 % of Sample: July 3 to Sept.24, 2000 [n=517], March 5 to April 2, 2003 [n=474]

Behavioural Intentions Towards Second-Hand Smoke Percent Very Likely to Do Behaviour: By Campaign Awareness Base: 50 % of Sample: March 5 to April 2, 2003 [n=474]

Process Evaluation  Media Coverage  Resource Distribution  Private/Public Interest in Campaign  Collaboration with Organizations  Qualitative Campaign Assessment  Requests

Elements of Success – Phase I  Ovation Award of Merit, International Association of Business Communicators  Gold Award for Public Service Announcements, Crystal Awards 2001, Radio Marketing Bureau  Hygeia Award, Health Care Public Relations Association of Canada  Ontario recommendation for best practice in tobacco control

Paving the Way for Phase II Formative Evaluation Research (2001):  Homes with occupants who are responsive but have barriers  Homes with smokers who are resistant to behavioural change  Both groups are potential targets for communication of campaign

Paving the Way for Phase II  High awareness of hazards of second-hand smoke  Smokers display less resistance than originally believed but require more work to convince  Smokers want health messages to focus on the smoke rather than the smoker

PHASE II Hard to Reach Populations

Target Audience – Phase II  Homes with occupants who are responsive to smoke-free home messages, and have barriers to making their homes smoke-free  Homes with smokers who are resistant to behavioral change

Hard to Reach Populations Parents/caregivers who have barriers to making their homes smoke-free because of:  Conflict between co-habitants  Concerns about safety of children  Bad weather  Restrictions of accommodation  Family dynamics and cultural norms

Background Research Intercept interviews were conducted with:  People who smoke in the home  GTA and Northern Ontario Communities Interviews explored:  Attitudes towards smoking in the home  Behavioral intentions  Receptivity to possible key messages

Strategic and Creative Direction  Acknowledging barriers and reinforcing the positive behavior of smoking outside  Acknowledging those who make the effort to smoke outdoors while encouraging others to adopt this behavior  Positive messaging has a greater impact on behavior than negative messaging

Phase II Campaign Components  Unsung Hero Radio Ads (30s, 60s)  Print Visuals  Unsung Hero (2 images)  Warm Glow

Radio Ad Unsung Hero (60 and 30 second)  Acknowledges barriers and smokers efforts  Uses humour through exaggeration  Refrains from negative messaging  Reinforces behaviour of smoking outside  Encourages others to adopt behavior

Media Strategy  Radio - 70% of media budget  Newspaper – 20% of media budget  Elevator Advertising – 10% of media budget  Postcard – 75% of community resource budget  Poster – 25% of community resource budget

Campaign Status  Spring Campaign Implementation (March 14 th – April 24 th )  31 Participating Health Departments  Campaign evaluation currently being completed

Recommendations  Adequate and sustained funding is needed for long-term campaign with sufficient media weight  Seasonal timing of campaign  Be aware of other campaigns  Consistent messaging  Good creative goes a long way

For More Information Contact Jane Loppe, Supervisor Chronic Disease and Injury Prevention Peel Health Department Ext