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Stakeholder Teleconference October 9, 2014 Tobacco Cessation Update.

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Presentation on theme: "Stakeholder Teleconference October 9, 2014 Tobacco Cessation Update."— Presentation transcript:

1 Stakeholder Teleconference October 9, 2014 Tobacco Cessation Update

2 Agenda Sub-culture19-24 Project Group Support Mental Health & Smoking

3 Subculture Cessation Project: 19-24 year olds Presenter: Diana Bulley On Behalf of: BC Lung Director, Context Research Subculture Cessation Project 19-24 year olds

4 The tobacco industry has long recognized and leveraged the power of young adult social trendsetting consumers to recruit their peers to smoke Key industry strategy: infiltrate places where young people socialize, such as bars and clubs, to advertise tobacco products Incorporate tobacco use into personal and social identities linked to youth subcultures Subculture Cessation Project 19-24 year olds

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7 To counteract this strategy by the tobacco industry we’re conducting a custom primary research project to: 1.Identify local, non-mainstream social groups within 19 – 24 year olds 2.Measure their rates of smoking 3.Gain deep insight into one group’s smoking behaviours, drivers, triggers, music preferences, clothing and image preferences, social influences Subculture Cessation Project 19-24 year olds

8 Research Purpose: Use insights to directly shape and inform a highly-targeted social marketing campaign designed to: resonate with the social group influence their perspective on smoking/tobacco use contribute to a change in smoking behaviour over time Subculture Cessation Project 19-24 year olds

9 “…when materials for publicizing ideas and messages belong to people, they have deeper effects. They therefore stand a better chance of being understood and accepted.” - Maria de Nazareth Agra Hassen, Realizing Rights Subculture Cessation Project 19-24 year olds

10 1.Identify local, non-mainstream social groups within 19 – 24 year olds Online research and key informant interviews Social categorization exercise Subculture Cessation Project 19-24 year olds

11 Online research and key informant interviews Hipsters Metalheads Hip Hop crowd Punks Electronic Dance Music (EDM) crowd Sea Punk

12 Social categorization exercise

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20 MetalheadsHip Hop EDM

21 2. Measure their rates of smoking Street surveys Subculture Cessation Project 19-24 year olds

22 Street Surveys

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25 Street Surveys - Results GroupTotalAv. ageGenderSmokedChewed Metal792250% M68%1% EDM 842347% M64%4% Hip Hop 832275% M65%6%

26 From 2012 CTUMS (Canadian Tobacco Use Monitoring Survey): Current smokers aged 20 - 24 in: – Canada = 20.3% (+/- 1.1%) – British Columbia =16.1% (+/- 4.1%) Street Surveys - Results

27 GroupSmokedChewed Metal68%1% EDM 64%4% Hip Hop 65%6%

28 Street Surveys - Results GroupSmokedChewed Metal68%1% EDM 64%4%

29 3. Gain deep insight into one group’s smoking behaviours, drivers, triggers, music preferences, clothing and image preferences, social influences – Focus groups Next Steps

30 Thank you. Subculture Cessation Project 19-24 year olds

31 Mental Health & Smoking Dr. Milan Khara Vancouver Coastal Milan.Khara@vch.ca

32 Compelling Reasons to Address Tobacco http://ps.psychiatryonline.org/Article.aspx?ArticleID=1912435 COLUMNS | October 01, 2014 Integrated Care: Tobacco Use and Mental Illness: A Wake-Up Call for Psychiatrists Jill M. Williams, M.D.; T. Scott Stroup, M.D., M.P.H.; Mary F. Brunette, M.D.; Lori E. Raney, M.D. Psychiatric Services 2014; doi: 10.1176/appi.ps.201400235 Copyright (c) 2014 by the American Psychiatric Association

33 Group Phone Support Suzanne Gaby on behalf of the Quit Coaches sgaby@contextresearch.ca

34 Group Phone Support 45 minutes in length Teleconference 8-12 participants Open & fixed sessions Pre & Post Surveys

35 Fixed Series Six sessions Weekly, Wednesday, 7 pm Starting October 22nd Prepare quit plan & set date Willing to quit within 30-days

36 Open Sessions Monthly since June Piloting format Pre & post surveys Topics: 1.difficult situations & slips 2.cravings & withdrawals 3.planning long-term

37 Statistics from Open Sessions

38 Participants: Knowing more about others Non-judgmental + Not doing this along + Hearing from others + Group for former smokers Feedback & Comments Coaches: Full registration, less showed up Male participation 0 to 1 to 2 Technology challenged groups Mental health issues Mute function not used well Unable to tell # of participants other than by the beeps

39 Questions?


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