Transcript Reaching College Students Texas Department of Health

Prioritizing Tobacco Prevention
on Campus
YOUR NAME
TITLE
CAMPUS
Millennials Rising
“As a group, Millennials are unlike any other youth
generation in living memory. They are more
numerous, more affluent, better educated, and more
ethnically diverse. More important they are beginning
to manifest a wide array of positive social
habits…Over the next decade, the Millennial
Generation will entirely recast image of youth as
downbeat and alienated to upbeat and engaged.”
Howe & Strauss, 2000
Millennial Attitudes & Behaviors
“Millennial attitudes and behaviors represent a sharp break
from Generation X, and we are running exactly counter to
trends launched by Boomers”
Optimistic
Cooperative Team Players
Accepting Authority
Rule Followers
A Watched Over Generation
Smarter Than Most Think
Millennial Traits
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•
•
•
•
•
•
Special
Sheltered
Confident
Team-Oriented
Achieving
Pressured
Conventional
Camel Clubs
Marlboro Clubs
Industry Targeting
• “Public health has always been fixated on 12 years olds, but the
truth of the matter is the Tobacco Companies have always been
focused on the 18-25 year olds – because that’s where long-term
addiction starts.”
Stan Glantz, Wisconsin College Summit Keynote 2002
• “Younger adult smokers are the only source of replacement
smokers…if younger adults turn away from smoking, the
industry must decline, just as a population which does not give
birth will eventually dwindle.”
2/29/84 RJR Reynolds document “Young Adult Smokers
Strategies & Opportunities”
Industry Targeting
• “Public health tends to break everything down by
demographic (age, gender, ethnicity, etc).
• The Tobacco Companies break things down by lifestyle
(rebel, artist, affluent, social). Maybe we should learn
from them.”
“Life transitions (leaving home, first job, new friends, etc) are
key times to engage people in smoking behaviors. We
need to make smoking a key element of every life
transition.”
Stan Glantz, Wisconsin College Summit Keynote 2002
Why Work With College Campuses?
• According to the US Census there are 25.5
million 18-24 year olds living in the United
States.
• Approximately 31% in this age group are
enrolled as full or part time students in a
two or four year college. (7,905,000)
Why College Students?
• From 1993-1997 prevalence of current
(30day) cigarette smoking rose by 27.8% in
college population
• 28.5% college students are current smokers
• 28% of college smokers began to smoke
regularly at or after age 19
• Half of college smokers had tried
unsuccessfully to quit in the previous year
Wechsler et al., 1998
Why College Students?
• Cigarettes are the tobacco product of choice
for college students
• College Students are occasional cigar
smokers. Less than 1 % of current cigar
users smoked them daily
• 8.5% of college smokers smoke cigars
Wechsler et al, 2000
Why College Students?
• ADD specific tobacco data from your
campus or state.
• YRBS high school senior data
Campus Subpopulations
College Students
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Freshmen
Fraternity and Sorority
College Baseball Players and Other Men Teams
Art Students/Theater Students
Women(especially those in majors where weight is an
issue)
• Women
• GLBT
• Disparate Populations
Show Me the Numbers…
• Your University name
• Campus population including fulltime
students, part time students, graduate
students and faculty.
Show Me The Numbers
percent of smokers on campus National average
(.329) x campus population =
approximate # of smokers on campus
Take the approximate smokers x.33 = approximate
number of current students/faculty who will die
prematurely as a result of tobacco use.
Why Peer Education?
• Peer education and peer educators are valuable
components to coordinated campus prevention. We found
that peer education has an impact on campuses in two
ways:
• A) students who participate in peer
education;
• B) Peer educators impact the campuses and
communities in which they live.
Why Peer Education?
• Peer educators make healthier choices about
substance use.
• Peer educators are positively affecting the lives of
others.
• Students believe being a peer educator positively
affects their lives.
• Peer educators play many roles in helping others.
Healthy Choices
84%
100%
80%
46%
49%
32%
60%
33%
78%
40%
20%
27%
16%
15%
Classifie d
a s highrisk
Use d
m ar ij ua na
a t le ast
onc e a
y ea r
In the la st
y ea r,
drove a
c ar unde r
the
influe nc e
0%
BA CCHUS Peer E ducator Respondants
30%
CO RE Sur vey R esp ond ants
BA CC HUS Pe er E duca tor R esp on
Use d
a lcohol in
the last
y ea r
Use d
toba cc o in
the last
y ea r
CORE Survey Respondants
Continuing to Create Change With Students
A Peer Education Perspective
Point 1
We need to motivate students to be responsible
for their own health
Point 2
Continue to help students choose health by
inviting them to “positive” possibilities
Point 3
We need to promote the health of the “most”
while reaching out to the “some.”
Point 4
Create campus environments where
unhealthy behavior stands out and is confronted
CDC OSH Project Goals
• Prevent youth initiation
• Support cessation efforts to help adults and young
people quit
• Promote efforts to eliminate environmental
tobacco smoke
• Identify and eliminate disparities experienced by
population groups relative to tobacco and its
effects
The BACCHUS and GAMMA
Peer Education Network
P.O. Box 100430
Denver, CO 80250
(303) 871-0901 PHONE
(303) 871-0907 FAX
www.bacchusgamma.org