Prioritizing Tobacco Prevention on Campus YOUR NAME TITLE CAMPUS

Millennials Rising “As a group, Millennials are unlike any other youth generation in living memory. They are more numerous, more affluent, better educated, and more ethnically diverse. More important they are beginning to manifest a wide array of positive social habits…Over the next decade, the Millennial Generation will entirely recast image of youth as downbeat and alienated to upbeat and engaged.” Howe & Strauss, 2000

Millennial Attitudes & Behaviors “Millennial attitudes and behaviors represent a sharp break from Generation X, and we are running exactly counter to trends launched by Boomers” Optimistic Cooperative Team Players Accepting Authority Rule Followers A Watched Over Generation Smarter Than Most Think

Millennial Traits Special Sheltered Confident Team-Oriented Achieving Pressured Conventional

Camel Clubs

Marlboro Clubs

Industry Targeting “Public health has always been fixated on 12 years olds, but the truth of the matter is the Tobacco Companies have always been focused on the year olds – because that’s where long-term addiction starts.” Stan Glantz, Wisconsin College Summit Keynote 2002 “Younger adult smokers are the only source of replacement smokers…if younger adults turn away from smoking, the industry must decline, just as a population which does not give birth will eventually dwindle.” 2/29/84 RJR Reynolds document “Young Adult Smokers Strategies & Opportunities”

Industry Targeting “Public health tends to break everything down by demographic (age, gender, ethnicity, etc). The Tobacco Companies break things down by lifestyle (rebel, artist, affluent, social). Maybe we should learn from them.” “Life transitions (leaving home, first job, new friends, etc) are key times to engage people in smoking behaviors. We need to make smoking a key element of every life transition.” Stan Glantz, Wisconsin College Summit Keynote 2002

Why Work With College Campuses? According to the US Census there are 25.5 million year olds living in the United States. Approximately 31% in this age group are enrolled as full or part time students in a two or four year college. (7,905,000)

Why College Students? From prevalence of current (30day) cigarette smoking rose by 27.8% in college population 28.5% college students are current smokers 28% of college smokers began to smoke regularly at or after age 19 Half of college smokers had tried unsuccessfully to quit in the previous year Wechsler et al., 1998

Why College Students? Cigarettes are the tobacco product of choice for college students College Students are occasional cigar smokers. Less than 1 % of current cigar users smoked them daily 8.5% of college smokers smoke cigars Wechsler et al, 2000

Why College Students? ADD specific tobacco data from your campus or state. YRBS high school senior data

Campus Subpopulations College Students –Freshmen –Fraternity and Sorority –College Baseball Players and Other Men Teams –Art Students/Theater Students –Women(especially those in majors where weight is an issue) Women GLBT Disparate Populations

Show Me the Numbers… Your University name Campus population including fulltime students, part time students, graduate students and faculty.

Show Me The Numbers percent of smokers on campus National average (.329) x campus population = approximate # of smokers on campus Take the approximate smokers x.33 = approximate number of current students/faculty who will die prematurely as a result of tobacco use.

Why Peer Education? Peer education and peer educators are valuable components to coordinated campus prevention. We found that peer education has an impact on campuses in two ways: A) students who participate in peer education; B) Peer educators impact the campuses and communities in which they live.

Why Peer Education? Peer educators make healthier choices about substance use. Peer educators are positively affecting the lives of others. Students believe being a peer educator positively affects their lives. Peer educators play many roles in helping others.

Healthy Choices

Continuing to Create Change With Students A Peer Education Perspective Point 1We need to motivate students to be responsible for their own health Point 2Continue to help students choose health by inviting them to “positive” possibilities Point 3We need to promote the health of the “most” while reaching out to the “some.” Point 4Create campus environments where unhealthy behavior stands out and is confronted

CDC OSH Project Goals Prevent youth initiation Support cessation efforts to help adults and young people quit Promote efforts to eliminate environmental tobacco smoke Identify and eliminate disparities experienced by population groups relative to tobacco and its effects

The BACCHUS and GAMMA Peer Education Network P.O. Box Denver, CO (303) PHONE (303) FAX