2. Learning from others California Massachusetts Other States CDC

3. Learning from others Difficult, but not impossible Focus, don’t get off track - Big tobacco and others will try to deter us Less desirable, less acceptable, less accessible Professionally produced messages to compete with other ads people are exposed to Secondhand smoke is the Achilles heel of big tobacco

4. Learning from others Aggressive hard hitting media cover - Influence entire community - Frames issues and gets people talking - Gives visibility/credibility to larger campaign - Gives community reason to push back Change social norms Surveillance and evaluation

5. Learning from others “Once people understand secondhand smoke harms everyone, apathy begins to change to action.” - California Model for Change

6. Our goal Reduce tobacco use in Minnesota –Raise awareness of the dangers of secondhand smoke –Motivate cessation

7. Today’s focus Reduce tobacco use in Minnesota –Raise awareness of the dangers of secondhand smoke

8. Target Minnesota smokers and nonsmokers Ages 25-40, secondary 18-24 All multicultural groups

9. Campaign strategy Phase I Change attitudes toward secondhand smoke by leveraging the facts

10. The facts Breathing smoke The EPA has listed secondhand smoke as a Class-A carcinogen. No one is safe in its presence at any level.* According to the Centers for Disease Control, nine out of ten nonsmoking Americans are exposed to secondhand smoke. Measurable levels of cotinine, a derivative of nicotine, have been found in the blood of 88 percent of all non-tobacco users. (1996)

11. The facts Children and smoke Secondhand smoke exacerbates asthma in one million children and causes 26,000 new cases of the childhood condition annually.* In Minnesota annually, 44 cases of sudden infant death syndrome are attributed to secondhand smoke.** Children who live in a smoke-filled environment are more likely to start smoking themselves.*** *Dr. Van Etta, President of the Minnesota Medical Association, Duluth News-Tribune, May 7, 2000 **Kathleen Fernback, Director of Student Infant Death Center, November 2000 ***1996, yourhealth.com, Access Health

12. The facts Children and smoke A child who lives with a smoker inhales the equivalent of 102 packs of cigarettes in just five years.† Secondhand smoke dramatically increases children’s risk of cardiovascular disease.†† Last year in Minnesota, secondhand smoke was responsible for over 450 new cases of asthma in children.††† † The Invisible Drug, William Everett Baily, M.S., 1996 †† From the 11th World Conference on Tobacco OR Health †††California EPA Report 1992, conservatively adjusted for 1999

13. Key insight More than two-thirds of smokers do not consider secondhand smoke to be harmful to others, and currently, feel no compelling reason to stop smoking around nonsmokers.* * Gallup Poll, Vol 62, #1, 1997

14. Our approach Comprehensive Messaging Vs Single Messaging

15. Comprehensive Allow multiple executions to reinforce that secondhand smoke has many dangers Provide individuals many reasons to quit centered around one main reason, ETS

16. Creative insight Parents will do almost anything to protect their children from harm

17. Creative strategy Focus efforts on the impact secondhand smoke has on children