2. Implementing Effective Media Strategies on a Shoestring Budget Part one: Promoting Tobacco Treatment Services Presenter: Elizabeth Connelly-Sylvia pcamn@hotmail.com

3. Presentation Goals Review components of successful Partners Campaign (New Bedford area) Review components of successful Partners Campaign (New Bedford area)  Share evaluation results of campaign success  Share highlights of Fallon Campaign (Worcester area)

4. Partners Campaign Focused on encouraging adult smokers to attempt to stop smoking. Focused on encouraging adult smokers to attempt to stop smoking. The campaign targeted smokers in the New Bedford area The campaign targeted smokers in the New Bedford area Additionally, focused on healthcare providers to increase their referral rates into the three local programs. Additionally, focused on healthcare providers to increase their referral rates into the three local programs. Multi-media approach employed to raise the level of awareness and the utilization of existing tobacco treatment services in the area. Multi-media approach employed to raise the level of awareness and the utilization of existing tobacco treatment services in the area.

5. Southcoast of Massachusetts, 60 miles from Boston, 30 miles west of Cape Cod Southcoast of Massachusetts, 60 miles from Boston, 30 miles west of Cape Cod Population of close to 100,000 Population of close to 100,000 50% of population does not have a high school diploma 50% of population does not have a high school diploma Third highest smoking rate in the state Third highest smoking rate in the state New Bedford

6. Collaborated with Partners Local news outlets Local news outlets American Cancer Society American Cancer Society Immigrant’s Assistance Center Immigrant’s Assistance Center Local tobacco treatment services Local tobacco treatment services Area physicians Area physicians Health care facilities Health care facilities Former clients of treatment services Former clients of treatment services

7. How did we promote it at little or no cost? Flyers/brochures/resource lists in health care facilities, churches, libraries, and community based organizations Flyers/brochures/resource lists in health care facilities, churches, libraries, and community based organizations Mailings and follow up calls or personal visits to area medical practices with promotional materials Mailings and follow up calls or personal visits to area medical practices with promotional materials Events calendar in local newspapers/ magazines Events calendar in local newspapers/ magazines Civic sponsored ads in local daily newspaper Civic sponsored ads in local daily newspaper

8. How did we promote it at little or no cost? Cable Access community bulletin boards Cable Access community bulletin boards Radio Public Service Announcements Radio Public Service Announcements Radio cable television talk shows Radio cable television talk shows Feature article in daily newspaper Feature article in daily newspaper

9. Collaboration It improved the implementation process and secured a featured article in a daily newspaper

10. Partners Campaign Accomplishments Lasted from November through June Lasted from November through June Increased the utilization of the treatment programs to beyond each program’s capacity Increased the utilization of the treatment programs to beyond each program’s capacity Waiting list of 10 in January grew to over 25 by April and to over 50 by June Waiting list of 10 in January grew to over 25 by April and to over 50 by June We increased the number of referring physicians from from 1 to 10 We increased the number of referring physicians from from 1 to 10

11. Partners Campaign Kept it simple Kept it simple Judged results by four criteria Judged results by four criteria  Access to services  Increased utilization  Waiting lists  Increased referrals

12. Waiting List-Partners

13. Physician Referrals-Partners 1 physician made referrals prior to the start of the campaign After 3 months 6 made referrals After 6 months 10 doctors were making referrals

14. Lessons Learned: Partners Campaign  Build on pre-existing relationships both professional and personal  Continue to network and develop new partnerships  Research available resources and how you can utilize it  Develop materials in collaboration with partners to maximize results

15. Lessons Learned: Partners Campaign  Utilize a multi-facetted approach  Build relationships with editors at local newspapers - the right article is the best ad  Learn how to “pitch” a story and what attracts interest from editors and reporters

16. Fallon Campaign Promotion News Conference and coverage in print radio and cable television Radio advertisements- 89 sixty second spots on 3 radio stations Print advertisements- 12 quarter page ads in 2 daily and 5 weekly papers

17. Fallon Campaign Accomplishments Three-week media campaign Increased calls to local tobacco treatment programs Increased community awareness of high smoking rate in Worcester Paved the way for future collaboration with key stakeholders.

18. Fallon Evaluation Press conference   3 newspaper articles, 3 radio reports, 1 cable TV story Increased awareness of tobacco treatment services   Measured by calls requesting treatment Increased utilization of services   Measured by enrollment in tobacco treatment programs

19. Results Fallon Campaign

20. Lessons Learned: Partners Campaign  Implement project in phases  Try not to over-extend your project  Partner – you can’t do it alone

21. Implementing Effective Media Strategies on a Shoestring Budget Part two: Smoke-Free Workplace Campaign Utilizing Local ETS Survey Data Smoke-Free Workplace Campaign Utilizing Local ETS Survey DataPresenter: Barbara Grimes-Smith barbara.grimes-smith@spectrumhealthsystems.org

22. Presentation Goals Review components of the Smoke-Free Workplace Campaign Review components of the Smoke-Free Workplace Campaign Review survey results Review survey results Share strategies for incorporating survey results into a comprehensive campaign Share strategies for incorporating survey results into a comprehensive campaign

23. Worcester, Massachusetts Located in Central Massachusetts Located in Central Massachusetts Third largest City in Massachusetts Third largest City in Massachusetts Population of 172,648 Population of 172,648 Ethnically diverse Ethnically diverse Socio-economically diverse Socio-economically diverse City Council form of government City Council form of government

24. Political Climate Opposition to major health issues Opposition to major health issues - Fluoridation - Fluoridation - Needle exchange - Needle exchange Libertarian philosophy of major local newspaper Libertarian philosophy of major local newspaper

25. Components of the Worcester Smoke-Free Workplace Campaign Phone survey Phone survey Newspaper ads Newspaper ads Letters to the Editor Letters to the Editor E-mail campaign E-mail campaign Postcard campaign Postcard campaign Public hearings Public hearings

26. Project Goals Assess public opinion regarding smoke-free workplaces Assess public opinion regarding smoke-free workplaces Promote survey results Promote survey results Increase community support for smoke-free workplaces Increase community support for smoke-free workplaces Increase decision-maker support for smoke- free workplaces Increase decision-maker support for smoke- free workplaces

27. Significant Community Partners YMCA of Greater Worcester YMCA of Greater Worcester Worcester District Medical Society Worcester District Medical Society Worcester restaurant owner Worcester restaurant owner President/CEO of a Worcester manufacturing company President/CEO of a Worcester manufacturing company Chair of the Worcester City Council Health Committee Chair of the Worcester City Council Health Committee

28. Target Audience Survey: Worcester voters Worcester votersCampaign: Worcester residents & workers Worcester residents & workers Health Board/City Council members Health Board/City Council members

29. Phone Survey The entire Smoke-Free Workplace Campaign was designed around the phone survey results. The entire Smoke-Free Workplace Campaign was designed around the phone survey results. 1,030 Worcester voters were surveyed to assess local opinions regarding smoke-free workplaces, including restaurants and bars. 1,030 Worcester voters were surveyed to assess local opinions regarding smoke-free workplaces, including restaurants and bars.

30. Phone Survey Costs List of registered voters $0 List of registered voters $0 Cole Directory $262.95 Cole Directory $262.95 Youth volunteers$1,400 (mini-grant) Youth volunteers$1,400 (mini-grant) Local phone calls, space$0 Local phone calls, space$0 Snacks $30 Snacks $30 Total$1,692.95 Total$1,692.95

31. Worcester Survey Results 75% prefer workplaces with no smoking allowed 75% prefer workplaces with no smoking allowed 69% support a local ordinance that requires all workplaces to be smoke-free 69% support a local ordinance that requires all workplaces to be smoke-free

32. Uses of Phone Survey Results Survey results were presented to the Worcester Health Board. Survey results were presented to the Worcester Health Board. Results of the survey appeared in an article about the Health Board public hearing. Results of the survey appeared in an article about the Health Board public hearing. Results were mentioned in a Letter to the Editor written by the President of the Worcester District Medical Society. Results were mentioned in a Letter to the Editor written by the President of the Worcester District Medical Society.

33. Uses of Phone Survey Results Excerpts of the Letter to the Editor were reprinted in local agency newsletters & websites. Excerpts of the Letter to the Editor were reprinted in local agency newsletters & websites. Select survey results appeared in 3 different newspaper ads promoting smoke-free workplaces. Select survey results appeared in 3 different newspaper ads promoting smoke-free workplaces. Survey results were presented to City Council. Survey results were presented to City Council. Survey results could also be included on the postcards or e-mails directed to City Council, and press releases. Survey results could also be included on the postcards or e-mails directed to City Council, and press releases.

34. Smoke-Free Workplace Ads

35. Paid Media Costs Photographer $2,430 (mini-grant) Photographer $2,430 (mini-grant) Volunteers for ads$0 Volunteers for ads$0 6, ½ page newspaper ads $8,713 6, ½ page newspaper ads $8,713 Newspaper ad layout$0 Newspaper ad layout$0 Postcards$275 Postcards$275

36. Lessons Learned Plan sufficient time to complete the survey. Volunteers averaged 7 completed calls per hour. Plan sufficient time to complete the survey. Volunteers averaged 7 completed calls per hour. It was extremely helpful to have a partner that organized the survey volunteers. It was extremely helpful to have a partner that organized the survey volunteers. It would have been helpful to add a question to the phone survey to assess if voters thought they would patronize restaurants & bars more often, less often, or the same amount if there was no smoking allowed. It would have been helpful to add a question to the phone survey to assess if voters thought they would patronize restaurants & bars more often, less often, or the same amount if there was no smoking allowed.

37. Lessons Learned Surveys are an important tool to influence decision- makers. Surveys are an important tool to influence decision- makers. Start close to home in terms of identifying supporters. Start close to home in terms of identifying supporters. Do not assume that just because influential people did not support other health issues that they will not support yours. Do not assume that just because influential people did not support other health issues that they will not support yours. Who conveys the message is just as important as the content of the message. Who conveys the message is just as important as the content of the message.

38. Implementing Effective Media Strategies on a Shoestring Budget Part three: Project to Promote Support for Smoke- Free Restaurant Policy - A Web-Based Raffle Project to Promote Support for Smoke- Free Restaurant Policy - A Web-Based RafflePresenter: Diane Knight Diane Knightdknight@glfhc.org

39. Presentation Goals Review web-based raffle project’s methods including background of tobacco issues in target communities and implementation strategies Review web-based raffle project’s methods including background of tobacco issues in target communities and implementation strategies Discuss project’s results including challenges and successes Discuss project’s results including challenges and successes Share readiness strategies and necessary tools for implementation in other communities Share readiness strategies and necessary tools for implementation in other communities

40. Methuen & Haverhill Methuen – population 43,789 Mayoral form of government Mayoral form of government August 2001 BOH passed a 100% smoke-free restaurant regulation, effective March 1, 2002 August 2001 BOH passed a 100% smoke-free restaurant regulation, effective March 1, 2002 Haverhill – population 58,969 Public hearing held July 2001 for smoke-free restaurants BOH passed smoke-free restaurant, bar & workplace regulation in September 2001, effective March 1, 2002 Similarities Simultaneously implementing tobacco control regulations Demographics Border towns (NH)

41. A Comprehensive Transition Plan Smoke-Free Methuen & Haverhill Restaurants Advertisements in local papers to raise awareness & support for SF establishments Advertisements in local papers to raise awareness & support for SF establishments Marketing of regional website to increase understanding of new policy Marketing of regional website to increase understanding of new policy Raffle of gift certificates to Methuen & Haverhill restaurants Raffle of gift certificates to Methuen & Haverhill restaurants Banners in cities announcing, “Come taste the difference of Smokefree Air – Smoke-free Methuen March 1, 2002” Banners in cities announcing, “Come taste the difference of Smokefree Air – Smoke-free Methuen March 1, 2002” Table tents in restaurants Table tents in restaurants Smokefree dining coloring placemats Smokefree dining coloring placemats

42. RAFFLE Project - Goals Increase support for & awareness of SF regulations among residents, community leaders and restaurant owners Increase support for & awareness of SF regulations among residents, community leaders and restaurant owners Decrease restaurant owners’ fear of negative economic impact Decrease restaurant owners’ fear of negative economic impact Promote Methuen & Haverhill as dining destinations Promote Methuen & Haverhill as dining destinations Promote awareness of the MTCP Networks’ role in both communities Promote awareness of the MTCP Networks’ role in both communities

43. Target Audience Residents and the adults in surrounding communities Residents and the adults in surrounding communities Restaurant owners Restaurant owners Community leaders Community leaders

44. Action Steps… Develop raffle application for Network website Develop raffle application for Network website Create flyer for use as newspaper insert Create flyer for use as newspaper insert Write letter to send to all Methuen & Haverhill restaurants explaining campaign & offer the opportunity to donate a dinner to the raffle Write letter to send to all Methuen & Haverhill restaurants explaining campaign & offer the opportunity to donate a dinner to the raffle Design postcard to mail to known supporters & community leaders in both towns Design postcard to mail to known supporters & community leaders in both towns Cable TV advertisements Cable TV advertisements

45. Web-based Raffle Application

46. PROMOTION of Raffle Inexpensive InexpensiveFlyers Easy and no cost Easy and no cost Cable TV Public Service Announcement Worth the postage Worth the postage Postcard Mailing Included information on survey data, ETS facts Included information on survey data, ETS facts Tagged onto bottom of weekly newspaper ads Cost effective Cost effective Thursday Edition reached 39,000 Thursday Edition reached 39,000 Eagle Tribune Newspaper Thursday insert + OR - Promotional Strategy

47. Raffle RESULTS People who may be willing to get involved 228 People willing to get involved in smoke- free efforts 73 Support for smoke-free public places 91% Total number of submitted raffle applications 778Results#

48. 3%24 Other NETFN community 2%17Other 5%37NH 3%24 Other NE Region community 19%148 Other GLTFN community 29%224HAVERHILL 39%304METHUEN PercentFrequencyArea Raffle APPLICATIONS by Area

49. 3%20Website 2%13Other 1%4Cable 7%54Postcard 4%31 Haverhill Gazette Ad 6%48 Eagle Tribune Ad 9%69 Word of mouth 11%82Flyer 70%544 Insert in Eagle Tribune PercentFrequency Promotional Strategy How applicants heard about raffle:

50. 8%581%10Missing 29%2285%38Maybe 54%4193%26NO 9%7391%704YES PercentFrequencyPercentFrequencyResponse InvolvedSupport Support & Involvement of Applicants

51. 51 Other Areas 22873TOTAL 52 Other NETFN communities 411NH 64 Other NE Region communities 5216 Other GLTFN communities 7220HAVERHILL 8419METHUEN MAYBE to being involved in SF efforts YES to being involved in SF efforts Area Number of Supporters Identified for Mobilization

52. Projected Costs $1,500 Thursday paper insert (Circulation 39,000) No cost – donated Gift Certificates for raffle No cost Cable TV – PSA $150.00 Paper & Postage for mailings to supporters $Expense

53. Evaluation Methods Regulations are implemented Regulations are implemented Track & archive media stories Track & archive media stories Track raffle applications Track raffle applications Database of applicants’ contact information; supporters identified Database of applicants’ contact information; supporters identified

54. Benefits of Email Contact Call supporters to action immediately Call supporters to action immediately Link to recent newspaper stories Link to recent newspaper stories Link to newspaper website to submit a letter to the editor or sound-off quickly Link to newspaper website to submit a letter to the editor or sound-off quickly Attach tips for letter writing and fact sheet on secondhand smoke Attach tips for letter writing and fact sheet on secondhand smoke

55. Raffle Lessons Learned Surprisingly successful! Surprisingly successful! Can be used as part of a comprehensive plan or stand alone. Can be used as part of a comprehensive plan or stand alone. Allowed us to identify heart-felt supporters and receive their comments. Allowed us to identify heart-felt supporters and receive their comments. Rapidly mobilize responses to negative press. Rapidly mobilize responses to negative press. Less personal medium. Less personal medium.

56. Things to remember Give back to community members. Give back to community members. Hang in there! Results may be unexpected. Hang in there! Results may be unexpected. Stay connected with ongoing community issues. Stay connected with ongoing community issues. Continually build relationships. Continually build relationships. Have fun! Have fun!

57. Implementing Effective Media Strategies on a Shoestring Budget Part four: Signature Campaign Presenter: Christine Sass nosmoke@hampshirecog.org

58. Signature Campaign Information to plan and coordinate a successful signature campaign. Information to plan and coordinate a successful signature campaign. Some factors or conditions you would use to help you decide if such an effort would be worthwhile. Some factors or conditions you would use to help you decide if such an effort would be worthwhile.

59. Signature Campaign Hampshire County is located 90 miles west of Boston Hampshire County is located 90 miles west of Boston  20 cities and towns  543 square miles  152,000 people living in towns that range from 400 to 32,000 people  5 colleges including the University of Massachusetts  37,000 students at all 5 colleges

60. Signature Campaign Summary Project took 6 months Project took 6 months  3 months planning  advertisements ran for 3 months 5 different full page advertisements 5 different full page advertisements  2 daily papers  5 weekly papers  1 daily college paper Total cost - minus staff - was $11,500 Total cost - minus staff - was $11,500

61. Healthcare Provider Statement “Secondhand smoke is a Class A Carcinogen, which means that it is known to cause cancer in humans and that there is no safe level of exposure. Among children, the most common health problems caused by secondhand smoke include asthma, middle ear infections and delayed lung development. We believe the policies and programs of the Massachusetts Tobacco Control Program are working but needs your involvement in supporting smoke- free homes and smoke-free regulations in our communities. Please join us in making a Smoke Free Generation a reality for life.” “Secondhand smoke is a Class A Carcinogen, which means that it is known to cause cancer in humans and that there is no safe level of exposure. Among children, the most common health problems caused by secondhand smoke include asthma, middle ear infections and delayed lung development. We believe the policies and programs of the Massachusetts Tobacco Control Program are working but needs your involvement in supporting smoke- free homes and smoke-free regulations in our communities. Please join us in making a Smoke Free Generation a reality for life.”

62. College Student Statement “It’s true that college life is filled with stress: office appointments with TA’s and advisors, studying to maintain decent grades, selecting a major and overcoming the fear of writing a thesis. At the same time, we are trying to develop new social and personal relationships that hopefully will last far beyond graduation. “It’s true that college life is filled with stress: office appointments with TA’s and advisors, studying to maintain decent grades, selecting a major and overcoming the fear of writing a thesis. At the same time, we are trying to develop new social and personal relationships that hopefully will last far beyond graduation. In spite of the stress around us, and because we understand the health dangers that smoking and secondhand smoke can cause, we choose to be smoke free. In spite of the stress around us, and because we understand the health dangers that smoking and secondhand smoke can cause, we choose to be smoke free. If you are a smoker, please respect our right to breathe fresh air in public spaces. With your cooperation we will make the Smoke Free Generation - more than a slogan- a reality of life.” If you are a smoker, please respect our right to breathe fresh air in public spaces. With your cooperation we will make the Smoke Free Generation - more than a slogan- a reality of life.”

63. Youth Statement “We believe in a Smoke Free Generation but we need your help in making it a reality for life. “We believe in a Smoke Free Generation but we need your help in making it a reality for life. We are youth of Hampshire County who understand that secondhand smoke is known to cause cancer in humans and that there is no safe level of exposure. We are youth of Hampshire County who understand that secondhand smoke is known to cause cancer in humans and that there is no safe level of exposure. We support a smoke free environment, so all can breathe healthy air. We support a smoke free environment, so all can breathe healthy air. We need community efforts that make it hard for youth to purchase cigarettes and tobacco products. We need community efforts that make it hard for youth to purchase cigarettes and tobacco products. We want to be the Smoke Free Generation. We want to be the Smoke Free Generation. This isn’t just a youth issue. Please join us in making a Smoke Free Generation a reality for life.” This isn’t just a youth issue. Please join us in making a Smoke Free Generation a reality for life.”

64. Tobacco Retailer Statement “ By asking for your ID and not selling tobacco to those that are under 18, we are abiding by the laws that prevent the sale of tobacco products to minors. By not selling cigarettes to youth, we are playing a role in the declining smoking rate of Massachusetts’ high school students. With your cooperation and patience, we will help make the youth of today the.” “ By asking for your ID and not selling tobacco to those that are under 18, we are abiding by the laws that prevent the sale of tobacco products to minors. By not selling cigarettes to youth, we are playing a role in the declining smoking rate of Massachusetts’ high school students. With your cooperation and patience, we will help make the youth of today the Smoke Free Generation.”

65. Community Leaders Statement “Please join us in making a Smoke Free Generation a reality for life. We continue to support efforts towards: “Please join us in making a Smoke Free Generation a reality for life. We continue to support efforts towards:  smoke free public places  community education about the effects of secondhand smoke  treatment and counseling for smokers who want to quit  preventing youth from purchasing tobacco products.”

66. Evaluation - long term changes Hampshire County communities - 5 towns passed ETS regulations for workplaces. Hampshire County communities - 5 towns passed ETS regulations for workplaces. Currently, 80% of our population reside in towns with local ETS regulations Currently, 80% of our population reside in towns with local ETS regulations July 5th - Massachusetts will implement 100% smokefree worksite regulations. July 5th - Massachusetts will implement 100% smokefree worksite regulations.

67. Evaluation - long term changes Built strong partnerships with participants Built strong partnerships with participants  participation in other projects  participation in public hearings

68. Evaluation - long term changes As of January 2004, 3 of the 5 campuses will have 100% smoke free dorms: As of January 2004, 3 of the 5 campuses will have 100% smoke free dorms:  Amherst College  Mount Holyoke College  Smith College

69. Lessons Learned Find out newspaper requirements in advance Find out newspaper requirements in advance  Some papers required a notarized affidavit verifying that all the signatures were authentic.  Some papers required copies of each signature page and photo consent forms.

70. Lessons Learned Finding/taking appropriate pictures for each ad was time-consuming Finding/taking appropriate pictures for each ad was time-consuming Youth in photo were limited because needed parental consent forms. Youth in photo were limited because needed parental consent forms. Obtaining signatures from minors was difficult because we also needed parent/ guardian signatures Obtaining signatures from minors was difficult because we also needed parent/ guardian signatures

71. Lessons Learned Provide more time than you expect to get and verify signatures - it is time consuming. Provide more time than you expect to get and verify signatures - it is time consuming. Make it simple Make it simple Some consent forms may get returned too late Some consent forms may get returned too late  acknowledge their effort and thank them for support

72. Questions to Ask Who do you want to reach? Who do you want to reach? Why do you want their support? Why do you want their support? How many signatures do you need to make your effort worthwhile? How many signatures do you need to make your effort worthwhile? Do you have the resources (staff time and money) to run such a campaign? Do you have the resources (staff time and money) to run such a campaign?