Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to...

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Awareness Campaign TOBACCO ONSCREEN

Transcript of Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to...

Page 1: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Awareness CampaignTOBACCO ONSCREEN

Page 2: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

MissionTowards a tobacco-free Québec

38 years dedicated to promoting health

Activities -Tobacco prevention and reduction activities in schools and the workplace, and with the general public

-Québec Tobacco-Free Week held in January

-Québec-based class actions against tobacco companies

Page 3: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

- Youth-led projects

- Awareness activities geared to the artistic community

- General public awareness campaign

Several initiatives promoting smoke-free movies

Page 4: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

• Youth Coalition Against Smoking (YCAS)

• Oxygen Commando

• Educational guide

YOUTH-LED PROJECTS

Page 5: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Youth Coalition Against Smoking (YCAS)

YOUTH-LED PROJECTS

2014-2015: 3 turnkey activities

1.Choose your issue! in NovemberMisleading productsSecond-hand smokeOnscreen tobacco

160 schools taking action

2. Spread the word! in January

100 schools currently taking action

48 chose onscreen tobacco use

3. Let’s take it a step further! in May

Page 6: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Oxygen CommandoSome projects

YOUTH-LEAD PROJECTS

Page 7: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Oxygen CommandoThe intervention guide

YOUTH-LEAD PROJECTS

Page 8: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Oxygen CommandoMedia publications

YOUTH-LEAD PROJECTS

Page 9: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Oxygen CommandoMajor achievements

YOUTH-LEAD PROJECTS

1,500 youth participants since 2006

40,000 people reached

-Social action raises awareness in the artistic community

-Press conference with a movie director

-YCAS Leaders: Déclaration publique sur le tabac à l’écran

Page 10: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

YOUTH-LED PROJECTSFrench-language educational guide

4 turnkey classroom activities on product placement and onscreen smoking

Includes:

- Practical exercices- Feedback- Learning reinvestment- Suggestions for community-

based action

Page 11: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Meeting with movie industry professionals

Major achievements:

-Engagment from Radio-Canada

-Testimonials from movie directors

-How to speak to them

Awareness activities geared to the ARTISTIC COMMUNITY

Page 12: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Strategies:-Well-known spokesperson

-Study on smoking in Québec-made movies (2010)

-Polling on perceptions among Quebecers (2012)

-Oxygen and Ashtray awards

-Web and movie theater awareness campaign

Awareness campaign geared to theGENERAL PUBLIC

Page 13: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Goal: to increase the number of media-driven messages against onscreen smoking

Results :

- More than 70 publications

- Awareness heightened among journalists

- Positive media coverage and analysis

Awareness campaign geared to theGENERAL PUBLICWell-known spokesperson

Page 14: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Study on smoking in Québec-made movies (2010)

Salient Data:-75% of the 15 most lucrative Québec movies feature scenes involving smoking

-27% of the 15 most popular foreigh films feature scenes involving smoking

-87% of scenes involving smoking on Québec TV are featured on Radio-Canada

-4/7 dramatic TV shows are presented during peak hours

Awareness campaign geared to theGENERAL PUBLIC

Page 15: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Polling on perceptions among Quebecers (2012)

Salient data: -69% of Quebecers notice scenes featuring smoking

-1/4 of Quebecers believe we should classify movies based on the number of scenes featuring smoking

-47% of Quebecers believe that oncreen smoking can influence tobacco consumption among youth

Awareness campaign geared to theGENERAL PUBLIC

Page 16: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Oxygen and Ashtray awards

-Independant jury

-3 press conferences

-Extensive media coverage

Awareness campaign geared to theGENERAL PUBLIC

Page 17: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Web and Movie theater awareness campaign

-Movie Theater advertising

-Web advertising

-Web contest

-Web site

Awareness campaign geared to theGENERAL PUBLIC

Page 18: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Lessons learned from the experience- Youth love to get involved

- Onscreen tobacco use arouses interest among youth and the general public, but there is work to do with journalists, movie industry students and professionals

- It’s easier to spark interest among journalists when projects are led by youth and /or when well-known spokespersons are involved

- Finding a well-known, suitable and passionate spokesperson is not always easy

- Be mindful of how you frame the issue with movie-industry professionals

- Never demand censorship

- Secure extensive media coverage of everything you do

- Present persuasive data

- Never stop until you’ve converted them to your cause!

Page 19: Awareness Campaign TOBACCO ONSCREEN. Mission Towards a tobacco-free Québec 38 years dedicated to promoting health Activities -Tobacco prevention and reduction.

Questions ?

Christine DemersPrevention Department Coordinator

514-948-5317 #[email protected]