Achieving Social Behavior Change

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Achieving Social Behavior Change Powered By Docstoc
					Community Involvement
    Motivating Behavior
Change to Protect Children
 from Secondhand Smoke



    EPA’s Smoke-free Home Pledge Campaign
   Presentation Overview
• National Outlook
• National and Partner Outreach
  Applying Social Marketing
  Developing Products & Messages
  Leveraging through Partners
• Putting It All Together – Boulder
  County, CO

       EPA’s Smoke-free Home Pledge Campaign
       Health Risks:
Secondhand Smoke & Children

 Millions of children six years old
     and younger are exposed
       to secondhand smoke



      EPA’s Smoke-free Home Pledge Campaign
  Health Effects at a Glance
Secondhand smoke health effects on children:
  • Asthma exacerbation – up to a million/year
  • Middle ear infection – million cases/year
  • Bronchitis/pneumonia – 150,000-300,000
    cases/year
  • Reduced lung function
  • Sudden Infant Death Syndrome (SIDS) –
    1,900-2,700 deaths/year
  • New cases of asthma
  • Reduced fetal growth in non-smoking mothers

        EPA’s Smoke-free Home Pledge Campaign
      National Perspective
• Overall Goal:
  – Motivate millions of smokers to make
    their homes, cars and other
    environments smoke-free for children
• GPRA Goal:
  – Reduce the percent of children 6 and
    under who are regularly exposed to
    secondhand smoke in the home from
    27% in 1994 to 15% by 2005

       EPA’s Smoke-free Home Pledge Campaign
Trend in Children’s Exposure to
     Secondhand Smoke




   EPA’s Smoke-free Home Pledge Campaign
        Program Strategy
• Social Marketing
  – Program Approach
• Developing Messages/Products
  – Knowing the audience
  – Providing key resources
  – Empowering through technical assistance
• Partnering
  – National and local
  – Funded and unfunded

        EPA’s Smoke-free Home Pledge Campaign
           Social Marketing
• Marketing for the benefit of the general Public

• Exchange Focused – create “win-win” situations

• Not Just "Telling" or Educating...

• Addresses the Consumer’s Perspective

• Credibility is vital



            EPA’s Smoke-free Home Pledge Campaign
       Program Approach
• “Actionable” Outreach Messages
• Smoke-Free Homes Products and
 Tools
• Targeted projects to high-risk
  populations
• Media Campaigns
• Leveraging through Partner
  organizations


         EPA’s Smoke-free Home Pledge Campaign
  Techniques for Developing
Effective Messages & Products
1. Develop messages & products with input
   from partners

2. Collaborate with partners connected to
   target audiences

3. Pre-test messages & products with target
   audiences

4. Evaluate & remain open to changes



         EPA’s Smoke-free Home Pledge Campaign
Effective “Actionable” Messages
 • Clear – Easily understood by your target
   audience

 • Accurate - Truthful and based on solid science
   and facts

 • Tested - Based on what you learn is effective
   in moving your target audience to action

 • Benefit-focused - Emphasize the good things
   that result from taking action

 • Brief

           EPA’s Smoke-free Home Pledge Campaign
     Secondhand Smoke
       Call-to-Action
• Until you can quit, smoke
  outside for children’s health

• Make Your Home and Car
  Smoke-Free




      EPA’s Smoke-free Home Pledge Campaign
Smoke-free Homes Program
Bilingual Pledge Publications
                                                Protect Your Children:
                                                Take the Smoke-free
                                                Home Pledge Brochure




                                         Smoke-free Home Kit: Thank
                                         You for Taking the Pledge!


                                               Certificate
                                               certificado




                              Postcard
                            Tarjeta Postal




  EPA’s Smoke-free Home Pledge Campaign
Smoke-free Homes Program
Bilingual Pledge Publications


       Planning Guide for
     Pledge Events CD-ROM




                            Take the Smoke-free Home
                                  Pledge Poster




  EPA’s Smoke-free Home Pledge Campaign
Smoke-free Homes Program
   Bilingual Resources

                               Take the Smoke-free Home
                               Pledge Bilingual Webpages:
                            www.epa.gov/smokefree/pledge




              Bilingual Operators available at
               the Smoke-free Home Pledge
                          Hotline:
                   1-866-SMOKE-FREE




  EPA’s Smoke-free Home Pledge Campaign
             “My Mom’s My Hero”
                 Media Campaign
• Created by Consumer Federation of
  America, Environmental Protection Agency
  and the American Medical Association

• Distributed nationwide to more than 1,500
  TV and 5,000 radio stations

• Pro-bono 2-two page spread in New
  Parent magazine

• Partners are actively using and promoting
  within their networks

• More than an estimated $11 million in
  donated media


              EPA’s Smoke-free Home Pledge Campaign
                 Tracking Results
•Monthly reports on hotline, web, publication and media activity

•Data shared with Partners and EPA Regional offices




             EPA’s Smoke-free Home Pledge Campaign
 Leveraging Through
Partner Organizations




   EPA’s Smoke-free Home Pledge Campaign
                    Channels to Reach Smoking Parents

     PSA’s/Media                                                   Tobacco Control
      Campaign
                                 CDC & State/Local                  Organizations
                                   Health Dept.                                             Head-
                                                                                            start
                                   Tobacco Control Channels                                 WIC
       Website                                                                              Daycare
                                                                                            Providers

      Hotline
1-866-SMOKEFREE

                                                       Smoking parents
     Radio PSA’s
                                                      w/children under 6

                                                                                         Asthma/Allergy
Press releases/articles
                                                                                            Partners
                                                                                            Network
                                                                        Symposium
                                             Pediatricians            Of Pediatricians
  Outreach to disadvantaged                     Nurses
         populations
                                         Medical Community
                              EPA’s Smoke-free Home Pledge Campaign
                           Indoor Environments Partnerships
                                                                 CEFPI                        IHS
                                                                                                     EPA
                                                              (Council of         ITCA      (Indian Regions
                                                     ALA
                                                                               (Intertribal Health
                                                  (American Educational
                                                    Lung        Facility         Council Service)
                                         NEA                                                                      SRF
                                                               Planners, Of Arizona)
                                      (National Association)                                                (Self Reliance
                                                             International)
                                      Education                                                              Foundation) AASA
                                     Association)                                                                    (American Association
                                                                                                                                          HSN
                              ARCF                                                                                         of School
                                                                                                                        Administrators) (Healthy
                      (American Respiratory                                                         States                              Schools
                         Care Foundation)                                                                                                                NACo
                                                                                                                                        Network) (National Association
                   AAFA
                                                                                                                                                      of Counties)
             (Asthma & Allergy                                                    Facility                                                                            NCLR
           Foundation of American                                       Local Planners Tribes            Hispanic
                                                               School Affiliates                       Media Outlets                                           (National Council
                                                              Officials                                              School                                        of LaRaza)
                                                                                                                            Administrators
           ACPM                                                Respiratory                                                               County
    (American College of                                        therapists                                                              Officials
                                                       Childcare
    Preventive Medicine)                               Providers                                                                                    Local Affiliates                  APHA
        CFAF                                  Preventive                                                                                                                          (American Public
(Consumer Federation of                        Medicine                                                                                                                            Health Assoc.)
                                                                                                                                                           Health
  America Foundation)                         Physicians
                                                                                                                                                           Officials
                                         Consumer                                                                                                                                       NOBCO
                                         Advocates                                                                                                                                  (National Org. of
                                                                                                                                                      Black County
         NEHA                                                                                                                                                                    Black County Officials)
(National Environmental           Community-Based
                                  Activity Programs
                                                                                           The Public                                                   Officials
                                                                                                                                                Local groups,
  Health Association)                                                                                                                                                                   HEC
                                                                                                                                                  churches                        (Health Education
         RWJ                          Environmental                                                                                                                                   Council)
(Robert Woods Johnson                Health Specialists                                                                                              Safety
                                                                                                                                                    Official                              NSC
   Foundation & Univ.                                                                                                                                  s
 Michigan Public Health)                                                                                                                       Real Estate                          (National Safety
                                            Physicians                                                                                        Leaders/States                           Council)
           AMA
                                                          School                                                                              Health
     (American Medical
                                                          Nurses Media                                                                        Plans
       Association)                                              Outlets                                                                                                         ELI
                                                                                                                           Outreach                                     (Environmental Law
                     NASN                                         Developing Industry/County Extension          Hispanic Service                                              Institute)
             (National Association                                 countries Trainees    Educators
                                                                                                                 Health Coordinators
               of School Nurses)                                                                                 Officials
                                                                                                   Pediatricians
                                Ad Council                                                                                                                              AAHP
                             (The Advertising                                                                                                                    (American Association
                                  Council)                                                                                                                         of Health Plans)
                                           WHO
                                        (World Health                                                                                        BPHC
                                                          RRTC
                                        Organization)                   USDA                              NAHH                AANMA (Bureau of Primary
                                                    (Regional Radon
                                                                     (US Dept. of       AAP                             (Allergy & Asthma Health Care)
                                                                                                   (National Alliance for
                                                    Training Centers)
                                                                      Agriculture) (Am. Academy Hispanic Health)
                                                                                                                        Network--Mothers
                                                                                    of Pediatrics)                        of Asthmatics)


                                            EPA’s Smoke-free Home Pledge Campaign
EPA’s Smoke-free Home Pledge Campaign
Putting It All Together


Boulder County’s Experience




   EPA’s Smoke-free Home Pledge Campaign
Boulder County Public Health
          (BCPH)
• Tobacco Education & Prevention
  Partnership (TEPP)
• Extensive network of community
  partners
• Access to target audience




       EPA’s Smoke-free Home Pledge Campaign
     Tobacco Education &
    Prevention Partnership
            (TEPP)
• Comprehensive program with 3 goal
  areas
  – Youth
  – Cessation
  – Secondhand Smoke
• Evidence-based approaches
• Integrated activities

       EPA’s Smoke-free Home Pledge Campaign
 EPA Smoke-Free Home Pledge
    in the Local Community
• Supports local Tobacco Education & Prevention
  Partnership goals
• Integrates with secondhand smoke and cessation
  efforts
  – Local smoking ordinance efforts
  – Provider training on cessation and secondhand smoke
• Provides secondhand smoke focus for community
  partners
• Gets information out to target audience through
  credible sources


           EPA’s Smoke-free Home Pledge Campaign
           Working with
        Community Partners
•   Boulder County Public Health programs
•   Child care providers
•   Health care providers
•   Human service agencies




          EPA’s Smoke-free Home Pledge Campaign
    2003 Smoke-Free Home
       Pledge Campaign
• Training on secondhand smoke and children
  – Staff education
  – Motivate participation in Smoke-Free Home Pledge
    Campaign


• Educational policy and support materials
  – Incorporate regular staff training on secondhand
    smoke
  – Prepare staff for interactions with parents who
    smoke

         EPA’s Smoke-free Home Pledge Campaign
    2003 Smoke-Free Home
       Pledge Campaign
• Technical assistance
  – Additional materials, resources, and research
  – Suggestions for using campaign materials
• Free materials
  – Minimal effort required of partners
  – Messages that resonate with clients/patients
• Follow-up and encouragement



         EPA’s Smoke-free Home Pledge Campaign
         Media and Outreach
• Articles in newsletter and parenting
  publication
• Article for church bulletins & newsletters
• Incorporated campaign into other activities
  –   Physician training
  –   Ordinance effort
  –   Health fair
  –   Local events


           EPA’s Smoke-free Home Pledge Campaign
             2003 Results

• Participants
  – 4 Boulder County Public Health programs
  – 23 child care centers
  – 10 pediatric clinics
• Training on Secondhand Smoke
  – Key staff from child care centers & Boulder
    County Public Health programs



        EPA’s Smoke-free Home Pledge Campaign
              2003 Results
• Materials distributed
  – 4,000 brochures + magnets, decals,
    posters, and pledge sheets
  – 30 videos (English and Spanish)
  – 23 sample educational policies + support
    materials
• 10 child care centers adopted policies
• Smoke-free Home Pledges



         EPA’s Smoke-free Home Pledge Campaign
           Current Efforts
• Expansion of 2003 Campaign
  – 48 participants
  – Focus on low-income and Spanish-speaking
    populations
  – Reach 7,000 parents with secondhand
    smoke messages




        EPA’s Smoke-free Home Pledge Campaign
            Future Plans

• Continue outreach through community
  partners
• Incorporate Smoke-Free Home Pledge
  Campaign into policy initiatives




       EPA’s Smoke-free Home Pledge Campaign
     Make YOUR Home and Car
           Smoke-free
• Take the pledge by phone:
    Call the Smoke-free Pledge Hotline
    1-866-SMOKE-FREE (1-866-766-5337)

• Take the pledge online at:
    www.epa.gov/smokefree


         EPA’s Smoke-free Home Pledge Campaign
               Thank You
      We look forward to working with you!

            For more information on the
  Smoke-Free Home Pledge campaign please contact:

    Lou Witt, EPA (202) 343-9051/witt.lou@epa.gov

Shamus Goss, EPA (202) 343-9404/goss.shamus@epa.gov

      Barrett Dunn, Boulder County Public Health
       (303) 678-6161/bdunn@co.boulder.co.us

               www.epa.gov/smokefree

          EPA’s Smoke-free Home Pledge Campaign

				
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