Calvin L PryorMHA628: Managed Care & Contractual Services Dr. Gonzalez April, 9, 2012
Tobacco use is the number one cause of preventable death in the United States. More than 400,000 people die and $96 billion in health care costs are generated each year. Nationally, 19.5 percent of high school students still smoke, and another 1,000 kids become regular smokers every day. Rising health care cost are directly attributed to poor management of risk factors that threaten health. The burdens of tobacco usage has profound effect on all stake holders in the health care industry. Tobacco usage is preventable through marketing to the correct demographics, providing funding to tobacco usage preventive programs, and increasing awareness of the harmful effects of tobacco the youth.
Three million new youths annually 600, 000 middle School and three million high school students smoke. A third of new young adults will ultimately die from smoking related complications Tobacco is the leading cause of preventable deaths in the united states more than 1200 people die from the effects of tobacco every day. The deaths that occur are immediately replaced by two young people under the age of 18. Three out of four high school students continue to smoke well into adulthood. The long term effects of smoking at an early age are cardiovascular damage and reduction in lung functionality. This lung damage is permanent, causes shortness of breath immediately and increases the risk of pulmonary diseases later in life (Smoking Surgeon, 2012, p. 1127).
Decrease in national insurance premiums Increased access to care Increase in quality of care The entire health care industry benefits from a reduction in the national average of smokers. Insurance premiums would decrease across the market as chronic conditions would decrease. Hospital visits and stays would decrease as more people increase their quality of life years. The reduction in patients would decrease physician work load allowing more focus on individual patients.
Tobacco’s marketing and promotion of products exceed $27 million a day in the United States alone (Smoking surgeon, 2012, 1127). The general found that tobacco companies are targeting youth thru marketing and price promotion. Nation prevention program can reduce youth smoking by a third Amid government regulations and growing public concerns the tobacco industry has continued to pray on the youth. Clever marketing campaigns and reductions in prices to make cigarettes more affordable to minors has increased their tobacco usage. Smoking prevention programs are tested and proven . More financial resources and program initiatives are needed to extend the reaches of such programs. The American Lung Association has developed several marketing tools to promote to the youth against tobacco use.
The tobacco industry spends $10.5 billion a year , more than one million dollars every hour to entice kids, There is an urgent need for a media campaign to spread the less glamorizing effects of tobacco usage. Advertisements can save lives and cut health care costs. A mass media campaign is a smart investment that will save lives and save money by reducing tobacco-related health care costs (CDC Media, 2012, p. 1). More importantly it will counteract the efforts of the tobacco industries marketing campaign. Spreading the message of truth to the youth and exposing them to the harsh realty of tobacco usage could potentially curtail teens choices.
The national truth camp is a prevention program designed to reach young adults between the ages of twelve and seventeen. The campaign is grounded in behavior change theory, communication theory, and empirical evidence on the effectiveness of counter marketing strategies in tobacco use prevention (Duke, 2009, p. 2210). The mass media campaign was broadcast on national cable networks to maximize exposure The truth campaign is a counter marketing campaign aimed at educating the youth to the harmful effects of tobacco use. The plan is to increase awareness to the public through advertising on cable networks during peak viewing time of young adults. The campaign is aimed to reach children that are highly likely to try tobacco products.
This ad is convincing This ad grabbed my attention This ad gave me good reasons not to smoke The campaign used surveys as a performance indicators. Young adults responded to the questions and their scores were calculated for each advertisement on the basis of agreement with each of the items (Duke, 2009, p. 2211). The questions are aimed to measure perceived awareness of the young adults from viewing the Ads. The was a median range score developed to compare statistical data to determine a level of awareness. The data could then be used to determine effectiveness across many different demographics.
80 % polled agreed that all of the advertisements were convincing 82 % agreed that all were attention grabbing 77 % agreed that all gave them good reason not to smoke. The truth campaign intended to increase awareness to the youth . The program was successful many teens that saw the ads walked away with a greater knowledge to the effects of smoking. The program proved effective across many subset groups of students.
Never smokers who were open to smoking and never smokers who were closed to smoking were more receptive Both risk takers and non risk takers were equally receptive to the advertisements Youths with more exposures more likely to be responsive to advertising The majority of young adults that responded to the survey show that efforts to reduce smoking amongst the youth are plausible. Young adults with a history of taking risks were just as responsive to advertisements as non risk takers. Availability of programming and exposure plays a major role in the effectiveness of the program.
Costs for this intervention were estimated at $1.38 per youth aged 12 to 17 years The " truth" program can be implemented for approximately 58% of the annual per capita funding level for state health communication programs The total cost divided by the total number of youths aged 12 to 17 years in each market equaled $3.65 per youth. The truth campaign is considered a cost effective intervention. The cost of airing the ads on local media station were about 3.65 per youth in a given area. The ads are also cost effective to reproduce. Replication of advertisements can be produce and aired for 1.38 per youth. These cost are far below the CDC estimated cost for implementing a satisfactory youth smoking cessation program.
Youths living in rural and low population are more likely to smoke and have little exposure to truth campaign. There is substantial variation in state-level youth tobacco prevention efforts. The program leverages an ongoing, evidence-based national campaign that has effectively reduced youths smoking rates (Duke, 2012, p. 2216). The truth campaign can spread the method of tobacco cessation to rural areas. This is effective given the fact that youths in rural area are more likely to utilize tobacco than their counterparts. The truth campaign can target this demographic with advertisements. The cost of developing and marketing the ad is cost effective and each state has varying levels in tobacco prevention program. The program has been effective in its current marketing campaign. However an increase in visibility of advertisements provides increased awareness.
Reducing smoking among youths requires effective tobacco control programs that reach youths Federal and state entities must implement strong policies to fund effective, ongoing smoking education programs for youths Truth campaign in conjunction with other youth cessation programs offer greatest opportunity to reduce underage smoking. In order to reduce youth age smoking programs such as truth work in conjunction with other disease prevention programs. The American Lung Association has been known to provide resources to programs that aid in smoking reduction. These programs are provided to school aged children through exposure of programs that increases awareness of prevention.
Kick Butts Day is a national day of activism by the Campaign for Tobacco-Free Kids that allow kids to voice opinions about tobacco usage. Program launched to encourage state to increase funding for youth smoking prevention programs. Students placed signed pledges on three large foam boards, and wrote letters to legislators about a need for youth tobacco prevention funding. The Hill Crest Family Services Tobacco Use Prevention Program of Iowa launched a kick butte of tobacco program that encouraged students to abstain from the use of tobacco products. Students signed pledges and openly voice opinions against the use of tobacco products. Students were given the opportunity to speak about the states cuts to school wide prevention programs. Some students also signed a form that indicated they were interested in bringing back a youth tobacco prevention program. Last year, Senior students participated in Just Eliminate Lies program (Students, 2012, p.A.5).
Prevention programs share information with students about the ingredients in cigarettes. 1200 flags campaign Health fairs and rallies at state capital. Kick butt day campaigns host several events around the nation to aid in raising awareness of smoking. Students place 1200 flags on the school lawn and ring the school bell every 72 seconds to represent the 1200 souls lost to tobacco usage everyday. At health rallies students are provided factual information pertaining to the harmful ingredients contained in cigarettes. Some organizations have even staged demonstration at state capitals to persuade congressional member to pass stricter smoking bans.
Truth campaign has laid the blueprint to reduce youth aged smoking. The fight against tobacco can be won through disease prevention programs. Proven success of campaigns are evident. The health care industry must turn to alternative solutions to address the growing concerns of rising health care cost. Ultimately the solution is to utilize disease prevention programs to minimize the occurrence of chronic conditions that add cost to the industry.. Smoking cessation programs are proven effective and can reduce the number one cause of preventable deaths in the nation. The truth campaign has proven that tobacco usage is preventable through marketing to the correct demographics, providing funding to tobacco usage preventive programs, and increasing awareness of the harmful effects of tobacco the youth.
Alabama Kids Kick Butts on March 21. (March). PR Newswire, 1-3. Retrieved from ProQuest Newsstand CDC Media Campaign Tells the Deadly Truth About Smoking - Initiative Will Save Lives and Reduce Health Care Costs. (2012). U.S. Newswire Retrieved from ProQuest Newsstand. Smoking; States Can Cut Youth Tobacco Use in Half in Six Years. (2012, March). Marketing Weekly News,1217. Smoking; Surgeon General Releases New Report on Youth Smoking. (2012, April). Marketing Weekly News,1127. Students: Kick Butts in fight against tobacco. (2012) Telegraph - Herald,A.5.Newsstand. Duke, J., Vallone, D., Allen, J., Cullen, J., Mowery, P., Xiao, H ., Dorrler, N., Asche, E., & Healton, C.. (2009). Increasing Youths Exposure to a Tobacco Prevention Media Campaign in Rural and Low-Population-Density Communities. American Journal of Public Health, 99(12), 2210-6
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