CALIFORNIA TOBACCO CONTROL PROGRAM

MEDIA CAMPAIGN PARTNERS ELECTRONIC COMMUNICATION TOBACCO EDUCATION CLEARINGHOUSE PROGRAM EVALUATION

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TOBACCO CONTROL SECTION Local Lead Agencies Competitive Grantees ETHNIC NETWORKS African American Latino Asian/Pacific Islander Native American TOBACCO CONTROL REGIONS STATEWIDE PROGRAMS Technical Legal Assistance Smoke-Free Bar Program Divestment Youth Advocacy Network Smokers’ Help Line Smoke-Free Lavender Proj.

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LOCAL LEAD AGENCIES

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PART OF COMPREHENSIVE PROGRAM PROVIDE STABLE, ONGOING PRESENCE AT LOCAL LEVEL ORGANIZED LOCAL COALTIONS MAJOR ROLE IN CALIFORNIA’S SUCCESSES 2

LLA SUCCESSES

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CHANGING SOCIAL NORMS

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SUPPORT FOR POLICIES/ MOBILIZING COMMUNITIES 7

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ACTING LOCALLY, THINKING GLOBALLY 3

Adult Smoking Prevalence for

California and the United States

1988-1998 40 35 30 25 20 15 US CA

*

10 5 Tax Increase and Start of the CA Tobacco Control Program 0 7 7 7 8 7 9 8 0 8 1 8 2 8 3 8 4 8 5 8 6 8 7 8 8 8 9 9 0 9 1 9 2 9 3 9 4 9 5 9 6 9 7 9 8 Sources: Prepared by: U S 3 7 , 9 3 4 , 9 3 3 , 6 3 3 , 6 3 2 , 3 3 1 , 9 2 9 , 9 3 0 , 2 2 7 , 4 C A 3 5 , 0 3 2 , 3 3 1 , 7 3 2 , 9 2 9 , 4 3 0 , 5 2 6 , 8 2 6 , 7 2 2 , 2 * Definition change in 1996 resulted in more “occasional smokers” being counted.

2 5 , 7 2 5 , 0 2 0 , 0 2 0 , 2 2 5 , 5 2 4 , 7 1 7 , 3 1 6 , 7 CTS, 1990, 1992-3, 1996, weighted to 1990 CA population; CATS/BRFS, 1994-1998, weighted to 1990 CA population.

California Department of Health Services, Tobacco Control Section, August 13, 1999 2 4 , 7 1 8 , 6 1 8 , 2 1 8 , 4

30-day Smoking Prevalence

for California 12-17 year-olds

Telephone Survey, 1990-1998 15,0 10,0 5,0 0,0 CTS/CYTS 1990 9,1 1991 1992 8,7 1993 9,1 1994 11,0 1995 12,1 1996 11,0 1997 11,2 1998 10,7 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

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

250 200 150 100 50 0 CLN ACC ADV NEW AMEND 202 CLEAN INDOOR AIR 181 ACCESS 25 ADVERTIS.

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9 REDUCING ETS EXPOSURE IN THE HOME

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1997 RANDOM PHONE SURVEY 1998 MEDIA CAMPAIGN 1998 POST SURVEY PRE-POST DATA

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NEEDED TAILORED MESSAGE TO REACH HARD CORE SMOKERS 7

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NEEDED MORE INFORMATION

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HELD 3 FOCUS GROUPS OF SMOKERS W/CHILDERN • CAUCASIAN • AFRICAN AMERICAN • CHINESE (CANTONESE) 8

AFRICAN AMERICANS

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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” 12 9

AFRICAN AMERICANS

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REASONS FOR SMOKING OUTSIDE: 13 • • • • • 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” 10

AFRICAN AMERICANS

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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” 14 11

CAUCASIANS

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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” 12

CAUCASIANS

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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” 16 13

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CAUCASIANS

REASONS FOR SMOKING OUTSIDE:

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Protect family in case there really is harm

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Bad odor, dirty walls Cannot smoke inside at work anymore so accustomed to smoking outside .

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Caucasians

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Do not like or believe messages that say second hand smoke kills Do not like ads that make them feel guilty 15

Cantonese speaking Chinese

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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 19 16

CANTONESE

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Poor circulation inside the house

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Children learn secondhand smoke harmful in school and throw away parent’s cigarettes Societal pressures in the U.S.

Scolding by family member 17

DEVELOPED 4 TV SPOTS

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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 24 18

PRODUCED TV SPOTS

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Three in English

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One in Cantonese

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Tagged with phone number, incentive key chain/flashlight/alarm clock labeled “It’s Time To Go Outside” 25

EVALUATION

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No funds for another random phone survey

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Viewers requesting incentive sent survey and educational information

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Incentive sent if returned survey 28 20

SURVEY- 223 RETURNED

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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 29 21

WHERE SMOKED PRE/POST AD

30 80 60 40 20 0 IN OUT BOTH BEF AD 17,9 20,8 61,3 AFT AD 1,7 38,6 59,7 IN OUT BOTH 22

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% SMOKERS, AD INFLUENCE

80 60 40 20 0 YES NO SMOKE?

78,5 21,5 AD INFL?

73,7 26,3 YES NO 23

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NONSMOKERS/AD INFLUENCE

100 50 0 YES NO BOTH ASK?

AD INFL?

90,5 94,7 9,5 5,3 0 YES NO BOTH 24

REASONS SMOKERS CHANGED

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ALREADY THINKING OF GOING OUTSIDE - TIPPED THE SCALES

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REMINDED HOW CARELESS TO SMOKE INSIDE

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RESPECT AND CONSIDERATION OF NON SMOKERS, ESPECIALLY KIDS 34 25

MEDIA BUY - ENGLISH

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$10K -230 SPOTS($43/SPOT) - 3 WKS.

CABLE 57.3% REACH, 4.1 FREQUENCY

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BLACK ENTERTAINMENT TONIGHT CNN - NEWS FOX SPORTS LIFETIME - TARGETING WOMEN TNT - MOVIE CHANNEL 26

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MEDIA BUY CANTONESE

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$6,000 CHANNEL 26 (BAY AREA) 48 SPOTS ($125/SPOT) TWO WEEKS CANTONESE EVENING NEWS MOVIES HONG KONG WEEKLY NEWS 27