April Roeseler, M.S.P.H.Asian Pacific Quitline Workshop June 8, 2011
Goal = change social normOutcome = prevention & cessation
Creates an environment wheretobacco use becomes:Less desirableLess acceptableLess accessible
High Level Logic Model Goals OutcomesReduce Exposure to Decrease TobaccoSecondhand Smoke Consumption(SHS) DecreaseCounter Pro- TobaccoTobacco Influences Use Prevalence Decrease Youth Uptake of Tobacco Decrease Exposure toSupport SHSCessation
California Tobacco Control Program Statewide Evaluation/Surveillance Statewide Media Campaign 61 Health Department Projects & Community Coalitions 37 Community Non-profit Agency ProjectsStatewide Infrastructure & Training & Technical Assistance Projects Capacity Technical Center Tobacco Building Center California Youth Assistance for Policy & Control for Advocacy Legal Community Evaluation Diverse Network Center Organizing Center Populations Team Lab Cessation Quitline STAKE Youth Clearinghouse Materials & Training Recruitment Development Center
Media +Community Involvement = Social Norm Change
• To be ahead of the of the wave (public opinion)• To use the energy at the front of the wave to pull public opinion forward
• Increases support for local policies• Provides smokers a reason to quit
Positive SHS attitudes predict quitting ◦ Smokers are 70% more likely to have made a recent quit attempt ◦ Smokers are over 2 times more likely to have intentions to quit smoking in the next 6 monthsCalifornia Tobacco Control Program, California Department of Public Health, A Confirmatory Factor Analysis ofa Social Norm Change Paradigm for the California Tobacco Control Program, May 2006.
• Motivates smokers to quit; inoculates them against advertising and marketing• Undermines the tobacco industry’s• Holds the industry accountable• Increases non- smoker’s empathy towards smokers
Californians with highly negative attitudes about the tobacco industry: ◦ Among smokers, 67% were more likely to have made a recent quit attempt ◦ Among smokers, 62% are more likely to have intentions to quit in the next six monthsCalifornia Tobacco Control Program, California Department of Public Health, Evaluation of California’s Anti-tobacco Media Campaign,Waves 6, 7 and 8. February 2008.
• Demonstrates empathy for smokers • Provides resources and encouragement to quitCall 1-800-NO BUTTS
Are effective at generating motivated smokers to call the Quitline, they do not make an impact on smokers who are unmotivated to quit.
• Amplifies the message• Ties the program to the community• Diversifies expertise, influence, & connections• Results in policy change
Eliminates barriers to access ◦ Hours of operation ◦ Language ◦ Transportation ◦ Childcare ◦ No-cost ◦ Privacy ◦ Portal to local assistance & self-help materials
Proven to help people quit Centralization provides cost- efficiencies High volume service provider Quality Quitlines assurance Face-to-face
Evidence-based Tenacious Use research to drive continual change Ability to execute Flexible/Agile
Tobacco Industry Electronic Medical Recordsscanning driver’s license
Cost sharing with health insurance Expand services ◦ Chronic disease management ◦ Behavioral health disease management
Scaleis simply something that is so pervasive or large enough that it makes a dent in the problem you are trying to solve