15

TOBACCO CONTROLSECTION

Local Lead AgenciesCompetitive Grantees

MEDIA CAMPAIGN

TOBACCOEDUCATIONCLEARINGHOUSE

ETHNIC NETWORKSAfrican AmericanLatinoAsian/Pacific IslanderNative American

TOBACCOCONTROLREGIONS

PARTNERSELECTRONICCOMMUNICATION

PROGRAMEVALUATION

STATEWIDE PROGRAMSTechnical Legal AssistanceSmoke-Free Bar ProgramDivestmentYouth Advocacy NetworkSmokers’ Help LineSmoke-Free Lavender Proj.

CALIFORNIA TOBACCO CONTROL PROGRAM

6 2

LOCAL LEAD AGENCIES

PART OF COMPREHENSIVE PROGRAM

PROVIDE STABLE, ONGOING PRESENCE AT LOCAL LEVEL

ORGANIZED LOCAL COALTIONS MAJOR ROLE IN CALIFORNIA’S

SUCCESSES

7 3

LLA SUCCESSES

CHANGING SOCIAL NORMS

SUPPORT FOR POLICIES/MOBILIZING COMMUNITIES

ACTING LOCALLY, THINKING GLOBALLY

Adult Smoking Prevalence for California and the United States

1988-1998

Adult Smoking Prevalence for California and the United States

1988-1998

Sources: CTS, 1990, 1992-3, 1996, weighted to 1990 CA population; CATS/BRFS, 1994-1998, weighted to 1990 CA population.Prepared by: California Department of Health Services, Tobacco Control Section, August 13, 1999

0

5

10

15

20

25

30

35

40

Pe

rce

nt

US CA

US 37,9 34,9 33,6 33,6 32,3 31,9 29,9 30,2 27,4 25,7 25,0 25,5 24,7 24,7

CA 35,0 32,3 31,7 32,9 29,4 30,5 26,8 26,7 22,2 20,0 20,2 17,3 16,7 18,6 18,2 18,4

77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98

Tax Increase and Start of

the CA Tobacco Control Program

*

* Definition change in 1996 resulted in more “occasional smokers” being counted.

California: 1990, 1992-1993: California Tobacco Survey (CTS), UCSD, weighted to 1990 CA population with 4 race and 2 age groups.1994-1998: California Youth Tobacco Survey (CYTS), CDHS, weighted to 1990 CA population with 4 race and 3 age groups.

Prepared by: California Department of Health Services, Tobacco Control Section, August 13, 1999

0,0

5,0

10,0

15,0

Pe

rce

nt

CTS/CYTS 9,1 8,7 9,1 11,0 12,1 11,0 11,2 10,7

1990 1991 1992 1993 1994 1995 1996 1997 1998

30-day Smoking Prevalence for California 12-17 year-olds

Telephone Survey, 1990-1998

30-day Smoking Prevalence for California 12-17 year-olds

Telephone Survey, 1990-1998

8 6

NEW AND AMENDED ORDINANCES 1/1/90 - 11/16/99

0

50

100

150

200

250

CLN ACC ADV

NEW AMEND

202 CLEAN

INDOOR AIR

181 ACCESS

25 ADVERTIS.

9 7

REDUCING ETS EXPOSURE IN THE HOME

1997 RANDOM PHONE SURVEY 1998 MEDIA CAMPAIGN 1998 POST SURVEY PRE-POST DATA NEEDED TAILORED MESSAGE TO REACH HARD CORE SMOKERS

11 8

NEEDED MORE INFORMATION

HELD 3 FOCUS GROUPS OF SMOKERS W/CHILDERN

• CAUCASIAN

• AFRICAN AMERICAN

• CHINESE (CANTONESE)

12 9

AFRICAN AMERICANS

REASONS FOR SMOKING INSIDE

• HABIT• ONLY PLACE CAN SMOKE INDOORS • “I PAY THE RENT”• FEEL LIKE OUTCAST IF SMOKE OUTSIDE• BELIEVE HEALTH EFFECTS ARE

EXAGERRATED IN MEDIA CAMPAIGN”

13 10

AFRICAN AMERICANS

REASONS FOR SMOKING OUTSIDE:

• OFFENSIVE ODOR• TURNS WALLS BROWN• “IT’S A FORM OF RESPECT I GIVE TO MY

WIFE AND KIDS”• CHILD HAS ASTHMA• RATHER NOT TAKE POSSIBLE RISK OF

HARMING FAMILY”

14 11

AFRICAN AMERICANS

RESPONSE TO MEDIA MESSAGES:

• DON’T EQUATE SMOKING INSIDE WITH LOVING CHILDREN

• LIKED• “STEP OUTSIDE TO SMOKE, YOUR CHILDREN WILL

APPRECIATE IT”• “I’M SMOKING OUTSIDE BECAUSE OF MY KIDS”

15 12

CAUCASIANS

LESS LIKELY TO MENTION CHILDLREN THOUGHT SOME ADS WERE NOT

BELIEVABLE , EXAGERRATED RISK WANTED TO HEAR FACTS TO PROVE

SECOND HAND SMOKE HARMFUL DISTRUST OF GOVERNMENT

“PROPAGANDA”

16 13

CAUCASIANS

REASONS FOR SMOKING INSIDE:

• ONLY PLACE CAN SMOKE INSIDE• COMFORTABLE• “IT’S MY HOUSE”• “CHILDREN ARE FED PROPAGANDA AT

SCHOOL THEN TELL ME WHAT TO DO. I. I AM THE ADULT”

17 14

CAUCASIANS

REASONS FOR SMOKING OUTSIDE: Protect family in case there really

is harm Bad odor, dirty walls Cannot smoke inside at work

anymore so accustomed to smoking outside .

18 15

Caucasians

RESPONSE TO MEDIA MESSAGES:

Do not like or believe messages that say second hand smoke kills

Do not like ads that make them feel guilty

19 16

Cantonese speaking Chinese

Although 9 out of 10 smoked outside, most felt ETS hazards exaggerated

Feel affected by social norms in this country

Some felt smokers are generally “hated” in the United States

21 17

CANTONESE

Reasons for smoking outside: Poor circulation inside the house Children learn secondhand smoke

harmful in school and throw away parent’s cigarettes

Societal pressures in the U.S. Scolding by family member

24 18

DEVELOPED 4 TV SPOTS

Acknowledged some had doubts re hazards of secondhand smoke

Did not equate love of children with smoking outside - no guilt message

Provided other reasons to smoke outside - odor, not hard once develop habit, already smoke outdoors when at work

25

PRODUCED TV SPOTS

Three in English

One in Cantonese

Tagged with phone number, incentive - key chain/flashlight/alarm clocklabeled “It’s Time To Go Outside”

28 20

EVALUATION

No funds for another random phone survey

Viewers requesting incentive sent survey and educational information

Incentive sent if returned survey

29 21

SURVEY- 223 RETURNED

WHAT DID THEY THINK OF AD IF SMOKER, WHERE SMOKE DID AD INFLUENCE TO GO OUTSIDE WHAT ABOUT AD INFLUENCED THEM NON-SMOKERS - ASKING SOMEONE

ELSE TO SMOKE OUTSIDE INFLUENCE OF AD

30 22

WHERE SMOKED PRE/POST AD

0

20

40

60

80

IN

OUT

BOTH

IN 17,9 1,7

OUT 20,8 38,6

BOTH 61,3 59,7

BEF AD AFT AD

31 23

% SMOKERS, ADINFLUENCE

0

20

40

60

80

YES

NO

YES 78,5 73,7

NO 21,5 26,3

SMOKE? AD INFL?

32 24

NONSMOKERS/AD INFLUENCE

0

50

100

YES

NO

BOTH

YES 90,5 94,7

NO 9,5 5,3

BOTH 0

ASK?AD

INFL?

34 25

REASONS SMOKERS CHANGED

ALREADY THINKING OF GOING OUTSIDE - TIPPED THE SCALES

REMINDED HOW CARELESS TO SMOKE INSIDE

RESPECT AND CONSIDERATION OF NON SMOKERS, ESPECIALLY KIDS

26 26

MEDIA BUY - ENGLISH

$10K -230 SPOTS($43/SPOT) - 3 WKS. CABLE 57.3% REACH, 4.1 FREQUENCY

BLACK ENTERTAINMENT TONIGHT CNN - NEWS FOX SPORTS LIFETIME - TARGETING WOMEN TNT - MOVIE CHANNEL

27 27

MEDIA BUY - CANTONESE

$6,000 CHANNEL 26 (BAY AREA) 48 SPOTS ($125/SPOT) TWO WEEKS CANTONESE EVENING NEWS MOVIES HONG KONG WEEKLY NEWS