A Comprehensive Plan for Tobacco Reduction University of Wisconsin Oshkosh

UW Oshkosh Grant Team Joe Abhold, Ph.D. Charity Chandler, B.B.A. Chris Haywood, B.A. Diane Zanto, M.S.N., A.P.N.P. Mary Ruth McGinley, B.S.N., R.N.

Grant Support Center for Tobacco Research and Intervention (CTRI) Wisconsin Tobacco Control Board American Cancer Society

Best Practices for Comprehensive Tobacco Control Programs, August 1999; U.S. Department of Health and Human Services; Center for Disease Control and Prevention; National Center for Chronic Disease Prevention and Health Promotion;Office on Smoking and Health.

Berkowitz,AD (2001). The Social Norms Approach: Theory, Research and Annotated Bibliography. Available on the Higher Education Center’s Social Norms Website or

TOBACCO USE AMONG COLLEGE STUDENTS National Wisconsin UW Oshkosh

UW Oshkosh Comprehensive Tobacco Use Reduction Plan Goal Reduce tobacco use by 4% in one year Objectives Policy initiatives Social norms marketing campaign Education Cessation Community Partnerships

UW Oshkosh Smoking Policy No smoking:  in all university buildings or vehicles  at any university sponsored outdoor seated event  within 25 feet of pedestrian entrances

Social Norms Theory Behavior is often influenced by incorrect perceptions of how peers think and act Corrected misperceptions will likely decrease unhealthy behavior and increase protective behaviors

Survey instrument Used CDC definition of a smoker Developed UW Oshkosh College Tobacco Survey Knowledge Behavior Attitudes Demographics

Social norms marketing campaign Developed/administered survey Chose most powerful norm statistic Utilized brainstorming, focus groups and individual feedback Used theme consistently/repeatedly

Survey data

Poster display

You Know You Want To

Be Kissed

Be Rich

Be Strong

See The Truth

Come In From The Cold

Get Some Air

Breathe Free

Get ‘Em Off Your Back

Get A Job

Website wantto Reinforces Campaign Theme Provides information  Upcoming events  Cessation resources  Quit kit resources  Links

Jane

Art Car

Novelty Promotions

Education Presentations Classroom Residence halls Faculty/staff Student organizations Administration Information tables Brochures CO monitor Lungs and tar jar Petitions Promotional items

Information tables

Cessation Educated staff Implemented clinical practice guidelines Developed/obtained cessation materials Identified local and state resources Offered individual and group cessation Marketed cessation resources

Quit Kits

Community Campus contests/information tables Winnebago County Tobacco Free Coalition Breathe Free Oshkosh Petitions Newspaper advertisements Post card campaign American Cancer Society American Lung Association

Breathe Free

Post Card

Smoking rate Fall 2000Fall 2001Spring 2002 Smokers33.9%23.8%22.6%

Change in perception Fall 2000Fall 2001Spring 2002Reality Percent who want to quit 57%71%74.8%96%

Sample size/study participants Fall 2002Fall 2001Spring 2002 N Age First year in school 63%68%75% Gender (M/F %) 30/7040/6042/58

Sample differences Samples Not Significantly Different Age Year in school International student Greek affiliation Athlete

Sample differences Samples Significantly Different Ethnicity Gender Residence

Gender Fall 2000Fall 2001Spring 2002 Males33%24%21.4% Females34%23.5%23.8%

Residence Fall 2000Fall 2001Spring 2002 Residence Hall 64%73%

Marketing survey results Poster88% Art car75% Jane51% Info tables63% Campus paper46%

Other indicators of success Marketing survey results Popularity of posters/mannequin Campus controversy Increased use of cessation resources Requests for information

Advance Titan

Future challenges Plan/implement/refine UW Oshkosh Comprehensive Plan Replicate plan on other campuses Sustain efforts over time

A Comprehensive Plan for Tobacco Reduction University of Wisconsin Oshkosh