TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees
description
Transcript of TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees
![Page 1: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/1.jpg)
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
![Page 2: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/2.jpg)
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
![Page 3: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/3.jpg)
7 3
LLA SUCCESSES
CHANGING SOCIAL NORMS
SUPPORT FOR POLICIES/MOBILIZING COMMUNITIES
ACTING LOCALLY, THINKING GLOBALLY
![Page 4: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/4.jpg)
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.
![Page 5: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/5.jpg)
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
![Page 6: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/6.jpg)
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.
![Page 7: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/7.jpg)
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
![Page 8: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/8.jpg)
11 8
NEEDED MORE INFORMATION
HELD 3 FOCUS GROUPS OF SMOKERS W/CHILDERN
• CAUCASIAN
• AFRICAN AMERICAN
• CHINESE (CANTONESE)
![Page 9: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/9.jpg)
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”
![Page 10: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/10.jpg)
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”
![Page 11: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/11.jpg)
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”
![Page 12: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/12.jpg)
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”
![Page 13: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/13.jpg)
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”
![Page 14: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/14.jpg)
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 .
![Page 15: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/15.jpg)
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
![Page 16: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/16.jpg)
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
![Page 17: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/17.jpg)
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
![Page 18: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/18.jpg)
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
![Page 19: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/19.jpg)
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”
![Page 20: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/20.jpg)
28 20
EVALUATION
No funds for another random phone survey
Viewers requesting incentive sent survey and educational information
Incentive sent if returned survey
![Page 21: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/21.jpg)
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
![Page 22: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/22.jpg)
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
![Page 23: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/23.jpg)
31 23
% SMOKERS, ADINFLUENCE
0
20
40
60
80
YES
NO
YES 78,5 73,7
NO 21,5 26,3
SMOKE? AD INFL?
![Page 24: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/24.jpg)
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?
![Page 25: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/25.jpg)
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
![Page 26: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/26.jpg)
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
![Page 27: TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees](https://reader036.fdocuments.net/reader036/viewer/2022062500/5681514c550346895dbf6c88/html5/thumbnails/27.jpg)
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