About Tobacco. Reality. Unfiltered. (TRU)
About the North Carolina
Health and Wellness Trust Fund
The NC Health and Wellness Trust Fund makes North Carolina stronger, both
physically and economically, by funding programs that promote preventive health.
Created by the General Assembly in 2000 to allocate a portion of North Carolina's
share of the national tobacco settlement, HWTF has invested $199 million to support
preventive health initiatives and $116 million to fund prescription drug assistance
programs. For more information, please visit www.HealthWellNC.com.
Tobacco. Reality. Unfiltered., known as TRU, is the NC Health and Wellness Trust
Fund’s initiative that includes both the state’s youth movement and the powerful
TRU media campaigns working to dissuade youth from using tobacco. TRU is
supported by HWTF-funded grant programs to organizations working in all 100
counties to reduce teen tobacco use. To find out more about TRU, please visit
TRU TALKING POINTS
• TRU (Tobacco.Reality.Unfiltered) is a movement started by young people to stomp out
teen tobacco use. TRU is about taking a stand and making a difference. It's about living
life and fighting the good fight; not puffing it away. A tobacco-free environment is
tremendously important for helping young people grow into healthy, vibrant adults.
• The TRU movement is highlighted by a well-received mass media campaign. Research
shows that confirmed awareness of the TRU campaign among 11-17 year olds is better
than 85 percent statewide and that teen recognition of the campaign continues to increase
• Why TRU? Because the first tobacco-free generation starts with us. Our generation
could be known for doing the impossible; becoming 100 percent tobacco-free. The
movement is growing (currently, more than 9,000 teens have signed the online pledge),
but we’re not going to stop until we’ve reached every teen in the state.
• When you pledge to be TRU, you’ll join other teens across North Carolina in taking a
stand against tobacco. And you’ll help our message get even louder. So take the pledge
and find the TRU team near you. Get involved today.
The purpose of this TRU Club Advisor Resource Toolkit
is to provide assistance and direction to any adult in
North Carolina who wants to create or maintain a
youth group focused on tobacco prevention efforts
through peer education and youth advocacy.
I. TRU Empowerment
II. Teen Tobacco Use – Facts & Stats
III. Working With Youth – TRU Recruiting
IV. Working With Youth—TRU Youth Culture
V. TRU Resources
Question Why would like to thank our statewide partners and local
coordinators for providing feedback and information in developing this
manual. We would especially like to thank Pam Diggs in Orange
County, as well as Firestarter Advocates for Youth.
What do TRU youth do?
• TRU youth empower themselves and other teens to stay tobacco-free
• TRU youth become agents of change in the community
• TRU youth serve as a role model for other teens and younger children
• TRU youth advocate for a tobacco-free community
Teen vs. Adult Credibility
• Teens often find peer educators more credible than adult educators
• Trained peer educators are a more credible source of information for some youth than are
adult educators because they communicate in ways that are easier to understand and serve
as positive role models while dispelling myths that most youth are smoking
• Peers influence each others’ health behaviors in deciding whether or not to use drugs
• Research suggests that people are more likely to hear and personalize health messages if
they believe the messenger is similar to them and faces the same concerns and pressures
• Peer education uses the power of role modeling
• Peer education provides flexibility in meeting the diverse needs of today’s youth
Benefits of Being a TRU Youth
• Receiving special training in making decisions, clarifying values, and upholding those
• Being recognized as leaders by your peers and your community
• Having direct involvement and a voice in the program’s design and operations
• Learning important skills such as public speaking, presenting, planning, developing
earned media, and communication
• Increase in self-esteem, self-discipline, career choices, gain positive stature in the
community and a better understanding of diversity
• Can qualify to become a Certified TRU Youth Leader
Some information adapted from Advocates for Youth, Hillary Mason, September 2003
The opportunity for youth to participate in meaningful roles—with the ability to bond with adults
in the environment and receive positive reinforcement and recognition. (Chinman & Linney,
Acting in support of a particular issue or cause—standing up for what you believe in and
influencing others to change the way they think and act about an issue
Components of TRU Empowerment:
TRU Skill Development (Learning)
Learning How to Make Change
o Practicing how to speak in front of policy makers and the media
o Learning about effective teaching techniques for peers and youth
o Learning about how companies market to youth
o Discovering how to run a group and create action plans
TRU Critical Awareness (Analyzing & Strategizing)
Asking Why and How Questions
o Why is tobacco still a legal product when it causes so many health problems?
o Why is the tobacco tax so low in North Carolina?
o How can we get more teens in our county to remain tobacco-free?
TRU Opportunities (Taking Action)
Taking action to create change
o Collect petition signatures and conduct surveys
o Meet with local merchants
o Develop school and community events
o Write letters to the editor
Adapted from the Question Why Model of Youth Empowerment,
Guide on Youth Empowerment for Tobacco Control, 2002.
TRU Empowerment Theory to Practice:
Activities to Empower Youth & Adults
• Increase youth knowledge of tobacco, for example:
o Attend trainings
o Watch videos
o Read articles/brochures
o Listen to speakers
• Group discussions/debates to explore the politics of tobacco, e.g.,
o Why is tobacco legal and accepted despite its health consequences
o Why do tobacco companies spend so much on advertising
o Help youth assess and improve personal skills
o Provide individual feedback on strengths and suggest ways to improve
• With Your Team
o Debrief after events to discuss what went well & what could be improved
o Reflection meetings or "Data Parties" once or twice a year to evaluate progress towards
• Community Assessments
o Compile information obtained by doing surveys and petitions in order to share the results
with a media outlet or community leader
• Media literacy activities
• Youth organize school informational booths and collect petitions
• Youth meet with school administrators (principals, superintendent) and discuss the need for 100%
Tobacco-Free Schools compliance
• Youth conduct surveys with their peers in school, malls, and other hangouts, analyze the results,
and share them with key decision makers (school administrators, mayor and commissioners, state
• Coordinate a community event for youth to announce TFS complianceresults with key political
• Youth place radio/TV counter-marketing commercials on local media stations
• Youth write letters to the editor of local newspapers
TRU Empowerment Self-Reflection
For each category, please take a moment to think about your group (youth and adults), and then check
beside the box that best reflects where you're at right now.
Is your team knowledgeable on key facts and statistics about tobacco issues in
Does your team have skills in public speaking and doing presentations?
Is your team ready to speak with politicians, school officials, community
leaders, and business owners?
Does your team have the knowledge of what is expected in running a
meeting and being a member of an advocacy group?
Are team members involved in data collection and evaluation (including
doing surveys, petitions, and interviews)?
Do team members have a good grasp on the politics of tobacco and tobacco
prevention advocacy in your community?
Does your team have knowledge of who to approach to ask for support and
Has your team developed goals and objectives and/or an action plan?
Is your team actively planning events and activities?
Has your team approached the local and regional media outlets to share
information on activities?
Have team members talked with key leaders and decision-makers in
community and school settings?
Are team members involved in doing a variety of actions to meet their action
An Overview of
Tobacco Use Prevention
in North Carolina and the Nation
Please note: The bold, indented items refer to National Milestones, while the other items refer to
North Carolina Milestones.
1964 The first U.S. Surgeon General’s Report (SGR) linking smoking and lung
cancer is released.
1965 The first warning label “Caution: Cigarette smoking may be hazardous to your
health” appears on all cigarette packs.
1969 North Carolina is the last state to add a cigarette excise tax (nearly 48 years after Iowa
initiated the first 2 cents tax in 1921). The highest tax in 1969 was Florida’s 15 cents, however
20 other states also had double digit cigarette taxes.
1971 Ban on cigarette advertising on radio and television takes effect.
1988 Smoking is banned on all flights in the USA.
1990 Chapel Hill-Carrboro adopts first 100% Tobacco Free School Policy.
1993 Environmental Protection Agency (EPA) publishes a landmark report on
secondhand smoke (SHS)-designating secondhand smoke as a Class A carcinogen
which causes cancer in humans.
1994 CEOs of Tobacco Companies testify at Senate Hearing that nicotine is not
1998 The Tobacco Prevention and Control Branch (TPCB) becomes a permanent part of North
Carolina Division of Public Health.
1998 The Master Settlement Agreement (MSA) is created, closing down the Tobacco
Institute, restricting marketing to youth, and providing monies to states.
1999 The North Carolina Youth Tobacco Survey (YTS) finds that 18.4% of North Carolina
middle school students and 38.3% of high school students are current users of a tobacco product
(cigarettes, spit tobacco, cigars, or pipes).
1999-2000 The North Carolina General Assembly places the NC MSA monies into 3 funds: the
Golden LEAF Foundation (50% for assistance to tobacco-dependent communities), the Tobacco
Trust Fund (25%, for direct aid to tobacco-related workers and businesses), and the Health and
Wellness Trust Fund (HWTF) (25%, for health-related issues).
2000 The first North Carolina Governor’s Conference on youth tobacco use prevention: “A
Vision for the Future: North Carolina’s Initiative to Prevent Tobacco Use.”
2000 Only 5 school districts in North Carolina have a 100% tobacco-free schools policy.
2000 The Supreme Court rules that the FDA has no authority to regulate tobacco.
2000 The truth Anti-Smoking Campaign sponsored by the American Legacy
2000-2001 The Tobacco Prevention and Control Branch (TPCB) receives a 3-year $2.0 million
grant from Robert Wood Johnson Foundation (RWJ) to create Question Why (?Y) centers and a
youth empowerment approach to tobacco use prevention.
2003 City-wide smoking bans start to take effect, beginning with New York City and
2003 The Health and Wellness Trust Fund (HWTF) began funding programs to prevent and
reduce teen tobacco use—Teen Tobacco Use Prevention and Cessation Initiative funded at $6.2
2003 The North Carolina Youth Tobacco Survey indicates that 33.7% of high school students
and 14.3% of middle school students are using a tobacco product.
2004 The Republic of Ireland became the first country to have a nationwide ban on
indoor smoking in all public spaces, including restaurants and pubs.
2005 The NC YTS shows that North Carolina youth tobacco use rates continue to decline:
28.5% for high school students, 10.5% in middle school students.
2005 North Carolina launches its QuitNow cessation service: 1-800-QUIT-NOW
2006 An additional 5-cent increase in the North Carolina state cigarette excise tax raises it to 35
cents per pack (44th
out of 50). (July 2006)
2006 The US Surgeon General releases report on “The Health Consequences of
Involuntary Exposure to Tobacco Smoke,”stating that there is no safe level of
exposure to tobacco smoke.
2007 84 school districts in North Carolina have a 100% tobacco-free school policy (April 2007).
2008 North Carolina HB 24 “Resource for Local Government” becomes law on January 1, 2008,
banning smoking inside all state government building.
2008 North Carolina SB1086 “Tobacco Free Schools” becomes law, requiring all school
districts to be 100% tobacco-free by August 1, 2008
2009 The “Family Smoking Prevention and Control Act” is signed by President
Obama, granting the Food and Drug Administration (FDA) the power to regulate
2010 North Carolina HB 2 “Prohibit Smoking in Certain Public Places…” prohibits smoking in
restaurants, bars, and designated worksites as of January 2, 2010
Created by Question Why and the
North Carolina Tobacco Prevention and Control Branch
Tobacco Facts - References Cited
• Each day, more than 3,500 kids try their first cigarette. Each day, more than 1,000 kids under 18 become new regular, daily
smokers. (“Smoking and Kids,” Campaign for Tobacco Free Kids, 2010)
• Almost 90% of all adult smokers begin at or before the age of 18. Two thirds become regular, daily smokers before the age of
19. (“Smoking and Kids,” Campaign for Tobacco-Free Kids, 2008)
• Over 6.3 million of today’s children can be expected to die early from a smoking related disease, unless current rates are
reversed. (“Tobacco Use Among Youth 2008,” Campaign for Tobacco-Free Kids, 2008)
• The average age when someone tries tobacco for the first time is 13 years. (“The Path to Smoking Addiction Starts at Very
Young Ages,” Campaign for Tobacco-Free Kids, 2008)
• Current cigarette smoking (past 30 days) among both middle and high school students dropped significantly since 2005: high
school, from 20.3 percent in 2005 to 16.7 percent in 2009; middle school from 5.8 percent in 2005 to 4.3 percent in 2009. (NC
• 21.1% of adults (over 1.4 million) in North Carolina smoke.(“Current Smoking: 2007 N.C. Behavioral Risk Factor Surveillance
System,” Tobacco Prevention and Control Branch, 2007)
• Smoking costs North Carolina $5.96 billion annually in health care costs and lost productivity. (“The Toll of Tobacco in North
Carolina,” Campaign for Tobacco Free Kids, 2009)
• Each year, 12,200 adults in North Carolina die from their own smoking (smoking-related causes). (“The Toll of Tobacco in
North Carolina,” Campaign for Tobacco-Free Kids, 2009)
• Once charging the lowest amount of cigarette tax in the nation, North Carolina is now the 45th
in the nation at $.45 per pack.
(“State Cigarette Excise Tax Rates and Rankings,” Campaign for Tobacco-Free Kids, 2010)
• The tax on non-cigarette tobacco products (or “other tobacco products” ,“OTP) increased from 10% to 28% of the wholesale
price. (Paul Turner, NC STEP, 2010)
• The number one & two exports for North Carolina are machinery and electrical machinery, followed by number three: Tobacco.
Effects of Tobacco
• Tobacco is the leading preventable cause of death. (Tobacco Use: Targeting the Nation’s Leading Killer,” CDC, 2009)
• Smoking kills more people than alcohol, AIDS, car accidents, illegal drugs, murders, and suicides combined, with thousands
more dying from spit tobacco use. (“Toll of Tobacco in the United States of America, Campaign for Tobacco-Free Kids 2009)
• 1,200 Americans lose their life every day to tobacco use. (Morbidity and Mortality Weekly Report, 2008; 57(45) 1226-1228)
• Tobacco contains over 4,000 chemicals; over 60 are known to cause cancer. Arsenic, ammonia, formaldehyde, methane, lead,
tar, and polonium are some of the chemicals found in tobacco products. (“Health Harms from Smoking and Other Tobacco
Use,” Campaign for Tobacco-Free Kids, 2009…also found at
• About 8.6 million Americans have chronic illnesses related to smoking. For every person who dies from smoking, 20 more
people suffer from at least one serious tobacco-related illness. (“Tobacco Use: Targeting the Nation’s Leading Killer, At A
Glance 2009, CDC, 2009)
• Smoking is the primary cause of death among women in the U.S. About 170,000 American women will die from tobacco-
related disease this year. (“Morbidity and Mortality Weekly Report,” CDC, 2008, 57(45))
• In the United Sates, 400,000 people die each year from their own cigarette smoking; about 50,000 people die from others’
smoking (secondhand smoke)—this equals 450,000 people who die each year in the United States from smoking-related causes.
(“Toll of Tobacco in the United States of America,” Campaign for Tobacco-Free Kids, 2009)
• By the year 2030, 10 million people will die each year from tobacco use. (“Tobacco Facts,” Framework Convention Alliance
for Tobacco Control, 2005)
• In the United States, tobacco use causes $96 billion in medical costs. (“Toll of Tobacco in the United States of America,”
Campaign for Tobacco-Free Kids, 2009)
Addiction and Quitting
• The addiction rate for smoking is higher than the addiction rates for marijuana, alcohol, or cocaine. (“Smoking and Kids,
Campaign for Tobacco-Free Kids, 2008)
• Almost 75% of regular smokers in high school try to quit and fail. (“The Path to Smoking Addiction Starts at Very Young
Ages,” Campaign for Tobacco-Free Kids, 2008)
• Quitting smoking reduces the risk of heart disease, stroke and cancer. (“Cigarette Smoking and Cancer,” National Cancer
• Pharmacotherapy options for tobacco cessation include nicotine replacement therapy (or NRT) involving the nicotine patch,
nicotine gum, nicotine inhaler, nicotine nasal spray, and nicotine lozenge; or Bupropion (examples include Zyban and
Wellbutrin). These pharmacotherapy options, however, are not FDA approved for children and adolescents and must be
prescribed by a doctor. (Notes taken from presentation from Dr. Jana Johnson, 2005)
• North Carolina now maintains a tobacco quit line found at www.quitnownc.org or 1-800-QUIT-NOW which provides tobacco
cessation specialist that address teen and adult tobacco use, spit tobacco use, Spanish language speakers, and pregnant women.
• Secondhand Smoke or Environmental Tobacco Smoke (ETS)
• Secondhand smoke is a Group A carcinogen, containing cancer-causing agents such as benzene, asbestos, arsenic, and vinyl
chloride. (“Indoor Air Pollution: An Introduction for Health Professionals,” EPA, 2009)
• Secondhand smoke is the third leading preventable cause of death; for every eight smokers that die from tobacco, one
nonsmoker will also die from exposure to ETS.(“Secondhand Smoke: The Science,” Americans for Nonsmokers’ Rights, 2006)
• “Separating smokers from nonsmokers, cleaning the air, and ventilating buildings cannot eliminate exposures of nonsmokers to
secondhand smoke.” ("The Health Consequences of Involuntary Exposure to Secondhand Smoke," US Surgeon General’s
• Exposure to secondhand smoke as a child increases the child’s chance of suffering from smoke-caused coughs and wheezing,
bronchitis, asthma, pneumonia, lower respiratory tract infections, eye and ear problems, and injury/death from cigarette-caused
fires. (“The Health Consequences of Involuntary Exposure to Tobacco Smoke,” US Surgeon General’s Report, 2006)
• According to the Centers For Disease Control and Prevention (CDC), nearly 50,000 Americans die each year from lung cancer
and heart disease attributable to secondhand smoke exposure (CDC, "Annual Smoking-Attributable Mortality, Years of
Potential Life Lost, and Productivity Losses -- United States 2000-2004," MMWR 57(45), November 14, 2008
http://www.cdc.gov/mmwr/preview/mmwrhtml/mm5745a3.htm. See also, California EPA, Proposed Identification of
Environmental Tobacco Smoke as a Toxic Air Contaminant, June 24, 2005.)
Spit and Smokeless Tobacco
• In NC, the 2009 Youth Tobacco Survey (YTS) found that 3.0% of middle school students and 8.5% of high school students
report using smokeless tobacco. (NC Youth Tobacco Survey, 2009)
• The two main types of smokeless tobacco in the United States are chewing tobacco and snuff. Chewing tobacco comes in the
form of loose leaf, plug, or twist. Snuff is finely ground tobacco that can be dry, moist, or in sachets. (Office on Smoking and
Health Fact Sheet “Smokeless Tobacco”, 2007)
• The amount of nicotine in one dip, or chew, of spit tobacco can deliver up to 5 times the amount found in one cigarette. (“What
You Need to Know,” www.nstep.org, 2009)
• Spit tobacco contains 28 cancer-causing agents (carcinogens). The high concentrations of N-nitrosamines and the high levels of
tobacco specific nitrosamines are of great concern. (“Smokeless Tobacco and Cancer: Questions and Answers,” National
Cancer Institute, 2009)
• Nicotine, carcinogens (such as formaldehyde and nickel), sodium, and sugar are all ingredients found in spit tobacco.
(“Smokeless Tobacco and Cancer: Questions and Answers,” National Cancer Institute, 2009)
• Spit tobacco causes leukoplakia, a disease of the mouth characterized by white patches and oral lesions on the cheeks, gums,
and/or tongue. 60-78% of spit tobacco users have oral lesions. (“Is Smokeless Tobacco Really That Bad?,” TRU website, 2009)
• A 2008 study from the WHO International Agency for Research on Cancer concluded that smokeless tobacco users have an 80
percent higher risk of developing oral cancer and a 60 percent higher risk of developing pancreatic and esophageal cancer.
(“Health Harms from Smokeless Tobacco Use,” Campaign for Tobacco-Free Kids, 2008)
• After a careful examination of the relevant epidemiologic, experimental, and clinical data, the committee concludes that the oral
use of smokeless tobacco represents a significant health risk. It is not a safe substitute for smoking cigarettes. It can cause
cancer and a number of non-cancerous oral conditions and can lead to nicotine addiction and dependence. (U.S. Surgeon
General, “the Health Consequences of Using Smokeless Tobacco, 1986)
Other Forms of Tobacco
• Regular cigar smoking is associated with an increased risk for cancers of the lung, oral cavity, larynx, and esophagus. The two
leading brands preferred by cigar smokers aged 12 years or older are Black & Mild (25.5%) and Swisher Sweets (16.2%).
(Office on Smoking and Health Fact Sheet “Cigars”, 2009)
• “Bidis” are small, thin, hand-rolled cigarettes imported to the United States primarily from Indian and other Southeast Asian
countries. They have higher concentrations of nicotine, tar, and carbon monoxide than conventional cigarettes sold in the
United States. (Office on Smoking and Health Fact Sheet “Bidis and Kreteks”, 2007)
• “Kreteks” are sometimes referred to as clove cigarettes. Kreteks deliver more nicotine, carbon monoxide, and tar than
conventional cigarettes. (Office on Smoking and Health Fact Sheet “Bidis and Kreteks”, 2007)
• African Americans have higher lung cancer incidence and mortality rates than whites. (“Smoking and African Americans Fact
Sheet,” American Lung Association, 2008)
• 40% of American Indian adults use commercial tobacco products. (Morbidity and Mortality Weekly Report, 2005, CDC,
Campaign for Tobacco-Free Kids)
• Coronary heart disease is the leading cause of death for Latinos living in the US. (“Hispanics and Tobacco Use,” Campaign
for Tobacco-Free Kids, 2008)
• Smoking is the cause of 87% of lung cancer deaths in the US. Overall, lung cancer is the leading cause of cancer deaths among
Latinos and American Indians. (“Hispanics and Tobacco Use,” Campaign for Tobacco-Free Kids, 2008, “Native Americans
and Tobacco Use,” Campaign for Tobacco-Free Kids, 2008)
• On average, African Americans tend to smoke brands with higher nicotine and tar levels. African Americans are also more
likely to smoke mentholated cigarettes (67% of African American smokers compared with 30% of White smokers)
• Menthol is a local anesthetic and helps relieve itching, and because it imparts a tingling sensation to the skin, it is used in after
shave lotions and skin fresheners. It is also used in throat lozenges, inhalers, and as a flavoring.
• The effects of mentholated cigarettes on the respiratory tract occur because of the stimulation of cold receptors, producing a
"cool sensation." http://goodhealth.freeservers.com/MethTobaccoIntro.html)
• People who smoke menthol cigarettes can inhale more deeply or hold the smoke inside longer than smokers of non-menthol
cigarettes. (Sources: American Cancer Society; American Lung Association)
• Menthol is unique in that it is the only cigarette additive that is actively marketed to consumers
(“Smoking and African Americans Fact Sheet, American Lung Association, 2008)
A TRU Factsheet created by Question Why
With funding from the Health & Wellness Trust Fund, Updated August 2010
Projected Timeline for TRU Youth Recruitment
Month 1: Recruitment of New Youth
1 school or community resource a week
Continue attending trainings and/or advocacy work
Plan training schedule for the new fiscal year
Month 2: Recruitment of New Youth
1 school or community resource a week
Continue attending trainings and/or advocacy work
Month 3: Orientation
Plan an event to kick off the summer and boost moral
Continue attending trainings and/or Advocacy Work
Have weekly meetings with Youth: Education, brainstorming community action plans,
planning out the fall goals
Month 4: Weekly or Bi-weekly youth meetings, attend trainings and/or advocacy work
Month 5: With Activated Youth Board begin movement in schools
Month 6: Determine active school groups
Teen liaison for all groups sit on the board
Adult Contacts, attend trainings
Month 7: Attend Trainings and/or Advocacy Work
Plan an event to keep youth excited and engaged
Month 8: Advocacy and Policy Change work Review Spring Action Plan
Month 9: Review spring action plan weekly meetings
Month 10: Continue on Advocacy work/trainings/meeting/collaborations/special events
Month 11: Advocacy work/trainings/meetings/special events
Month 12: Advocacy work/start planning for recruitment of new youth
Adult Leader To-Do’s
(Before You Get Youth or ASAP)
Get a copy of the following calendars:
___school calendar for each school your youth attend (make note of teacher workdays/vac)
___school board meetings
___town/city council meetings
___county commissioner meetings
___meetings for any department of government you may work with
___major events listed by the visitor’s bureau
Get the contact information for the following:
___chamber of commerce or local restaurant association
___all the guidance counselors in your school district
___mayor, town council members, county commissioners
___school board members
___public health department (health promotions, teen tobacco)
___parks and recreation department
___NC State Senators and Representatives
___And of course, ?Y Training Calendar
Recruiting TRU Youth
• Work with schools – guidance counselors, career centers, health centers, as well as non-
traditional partners outside of the schools
• Put up flyers, make school announcements, and present to classes to get the youth’s
• Target the ages that you would like (for example, seniors may not be around too much)
• Target the characteristics you would like if possible
• *Always* recruit more than you need!!
Connect with Youth:
• Get the word out through volunteer and other organizations (civic groups, Chamber of
Commerce, Boy/Girl scouts, churches, etc)
• Network through community leaders – get their referrals and recommendations
• Have a fun booth at lunch, sports games, or other social events in order to get attention –
you can play tobacco trivia or a similar game with incentives to pull in students
• If you have a booth don’t hand out applications! Instead, get emails and phone numbers
and contact youth directly.
• Put promotional info in local media that youth AND parents read – local and school
newspapers, neighborhood publications, church newsletters/bulletins, etc.
• Hold a kick-off event to peak the youth’s interest and desire to become involve
Recruitment Table Needs:
• White tablecloth for a
• Extension cord
• Boom box
• Mix CD/iPod
• General brochure
about the group
• Contact info for the
• Poster board with
• Clip boards
• Pictures/visuals of
youth activated in
your community (or
• Sign up sheets with
fields for the info you
• Laminated quizzes
with fun facts (see
next page for
• Dry erase
• Banner & markers to sign as a tobacco-free or TRU pledge
• Ingredients from secondhand smoke
• TRU incentives as prizes for quizzes
Fun Facts for Recruitment
1)When you inhale smoke from a
cigarette, you are also inhaling
several household products.
Circle One: TRU or False
2)You can get hooked on smoking
less than two weeks.
Circle One: TRU or False
3)Tobacco is bad, but not as
addictive as heroin.
Circle One: TRU or False
4)Smoking can reduce your life
by up to 5 years.
Circle One: TRU or False
5)Only 20% of teens prefer to date
Circle One: TRU or False
ANSWER KEY and TALKING GUIDE
1) When you inhale smoke from a cigarette, you
are also inhaling several household products.
Answer: TRU - Several ingredients in cigarette
smoke are also found in common household
products like ammonia, moth balls and rat poison.
2) You can get hooked on smoking in less than
Answer: TRU – Nicotine is highly addictive and
cigarettes are designed to not take long before
you form a vicious habit.
3) Tobacco is bad, but not as addictive as heroin.
Answer: False – Tobacco is as addictive as
heroin. Nicotine is a drug.
4) Smoking can reduce your life expectancy by
up to 5 years.
Answer: False – Using tobacco actually can
expectancy by up to 25 years!
5) Only 20% of teens prefer to date a smoker.
Answer: False – Only 1% of teens prefer to
date a smoker.
Sign up to be a part of the TRU movement
NAME PHONE EMAIL
Recruiting and Retaining Young
Why is it Important to Include Young
In the US, high school males are more likely to be tobacco users.
The CDC says that 21% of high school males are smokers
compared to only 19% of high school females. That being the case,
if we are to follow the advice of Wendy Lesko in her book The
26% Youth! Solution, we need to include people in the solution
that we see as sharing in the burdens of the problem. TRU groups
need to reflect the demographics of the community they are in so as
to be effective at change their environment for the better.
When Recruiting Guys…
• Provide smaller opportunities/activities to get involved with.
Presenting one opportunity at a time may help boys stay
engaged without the pressure of a long-term commitment
• Show examples of other males that are doing this type of
• Highlight how he will benefit by joining (meeting new
people, college application material, extra credit, etc)
• Focus on what the group is meant to accomplish; be
• Use gender-neutral language or language that does not
• Use such language like action, change, and advocacy
• Describe how he will be given training so that he can do
To Retain Guys…
• Conduct meetings that are interactive, not lecture style
• Make the group more about action
• Provide opportunities for recognition
• Make the group the adventure he is looking for
• Emphasize the challenge within the work
• Ask them about their talents and come up with projects that
fit/utilize their talents
• Vary the locations you meet in every once in a while.
Starting from Scratch
-Strongly brand your group (consistent title,
logo and mission).
-Start the year off with a fun and exciting
-Clearly communicate what the program can do
for the youth! Sell the benefits of membership
with the group (i.e. public speaking and media
training, leadership opportunities,
networking, resume building, etc.)
-Touch base with principals of local schools.
Ask if youth can meet during breakfast or lunch.
-Hang posters at the school, have morning
announcements aired, and attend Club Days.
-Recruit at lunch time. Have a table inside the
lunch room since the door is too busy. Have
bright posters, candy and other catchy
giveaways to attract attention. Go to
them...don’t wait for students to come to you!
-Have brochures and literature ready to give out
to youth and important points of contact.
-Have a letter ready for PARENTS of youth so
that they can feel good about supporting their
children’s participation in a TRU group.
Explain in this letter what you might want
parents to do for your TRU group (i.e. carpool
kids home after meetings).
Working With Existing Groups
-Allow current TRU youth recruit their peers.
-Do orientation with existing youth to refresh
their memory of TRU stats and facts. Build
them up to be your TRU champions!
-Have a presence at sporting events. Everyone
should wear TRU t-shirts.
-Get a teacher sponsor to let you use their
classroom for meetings. Treat that staff person
like gold! They can help out a lot in your
-Meet at the school during convenient hours for
student (breakfast, lunch or directly after
-Get youth or parents to buddy up and car pool
TRU group members for off site events or
-Secure permission slips and transportation
waivers when youth first join the group.
-Everyone may not have internet access, but
TEXTING is huge in rural communities. Get
permission to access youth through this medium
or send a message to a few youth and allow them
to send messages with a phone tree method.
-Have giveaways for youth to earn through
continued participation. A booklet with
ideas of what they can earn, how many points
each incentive item is worth and what you do to
earn it, really boosts interest in the TRU group.
-Have info tables and sign up sheets at EVERY
event you can possibly attend. Get youth cell
phone numbers for texting purposes.
-Host regular meeting times and be consistent.
Once a month is not enough. If you can do it,
meetings once a week are good. When events
are coming up, meeting more often may be
-Look at PE and health teachers as good contacts
to encourage more activity related to the group
during the school day.
Recruiting TRU Youth in Rural Areas
A label that generally refers to youth born between 1980-2000
Characteristics of the Millennial Generation:
• Creative and expressive
• Tech-savvy, huge consumers of media
• Collaborative and team-oriented
• Immediate gratification, sense of control
• Used to structure from adults
• Have strong parent advocates
• Confident (can border on feelings of entitlement)
• Sense of global connection/big picture
Defining Moments for the Millennial Generation:
• The September 11, 2001 terrorist attacks – post 9/11 world
• Virginia Tech Massacre
• Afghanistan and the Iraq War, as well as the War on Terror
• Hurricane Katrina
• Personal computers, cell phones, and the internet
• Harry Potter, Twilight, Facebook, MySpace…
• The election of Obama
• The presidency of George W. Bush
Managing TRU “Millennial” Youth
Eleven Management Tips
Adapted from a Susan Heathfield article
• Provide structure. Reports have monthly due dates.
Jobs have fairly regular hours. Certain activities are
scheduled every day. Meetings have agendas and
minutes. Goals are clearly stated and progress is
assessed. Define assignments and success factors.
• Provide leadership and guidance. Millennials want
to look up to you, learn from you, and receive daily
feedback from you. They want “in” on the whole
picture and to know the scoop.
• Encourage the millennial's self-assuredness, "can-
do" attitude, and
positive personal self-image. Millennials are ready
to take on the world. Their parents told them they
can do it - they can.
• Take advantage of the millennial's comfort level
Encourage them to join. They are used to working
in groups and teams.
• Listen to the millennial employee. Your millennial
used to loving parents who have scheduled their
lives around their children. These young adults
have ideas and opinions, and don't like having their
• Millennial employees are up for a challenge and
change. Boring is
bad. They seek ever-changing tasks within their
• Millennial employees are multi-taskers on a scale
seen before. Multiple tasks don’t phase them. Talk
on the phone while doing email and answering
multiple instant messages – yes! This is a way of
life. In fact, without many different tasks and goals
to pursue, the millennials will likely get bored.
• Take advantage of your millennial employee’s
phone, and electronic literacy
• Capitalize on the millennial’s affinity for
networking. Not just
comfortable with teams and group activities, your
millennial employee likes to network around the
• Provide a life-work balanced workplace. Your
are used to cramming their lives with multiple
activities. They may play on sports teams, walk for
multiple causes, spend time as fans at company
sports leagues, and spend lots of time with family
and friends. Ignore this to your peril!
• Provide a fun, employee-centered workplace.
Millennials want to
enjoy their work and workplace—including making
friends in their workplace.
Being on the TRU Millennial Team
Adapted from a Susan Heathfield article
STRUCTURED LEARNING TEAM GROUP ROLES
When putting together groups, you may want to consider
assigning (or having students select) their roles for the
group. Students may also rotate group roles depending on
Potential group roles and their functions include:
• Leader - The leader is responsible for keeping the
group on the assigned task at hand. S/he also makes
sure that all members of the group have an opportunity
to participate, learn and have the respect of their team
members. The leader may also want to check to make
sure that all of the group members have mastered the
learning points of a group exercise.
• Recorder - The recorder picks and maintains the group
files and folders on a daily basis and keeps records of
all group activities including the material contributed
by each group member. The recorder writes out the
solutions to problems for the group to use as notes or
to submit to the instructor. The recorder may also
prepare presentation materials when the group makes
oral presentations to the class.
• Reporter - The reporter gives oral responses to the
class about the group's activities or conclusions.
• Monitor - The monitor is responsible for making sure
that the group's work area is left the way it was found
and acts as a timekeeper for timed activities.
• Wildcard (in groups of five) - The wildcard acts as an
assistant to the group leader and assumes the role of
any member that may be missing.
Some of the common fears about working with groups
include student fears that each member will not pull their
weight as a part of the group. Students are scared that
their grade will be lower as a result of the group learning
vs. learning they do individually. One way to address this
issue is to use a group activity to allow the group to
outline acceptable group behavior. Put together a form
and ask groups to first list behaviors (expectations) they
expect from each individual, each pair and as a group as a
Groups then can use this as a way to monitor individual
contributions to the group and as a way to evaluate group
1. Allow the youth to run the meetings as often as
2. Have everything you’ll need to be effective in the
meeting done beforehand. Print out agendas,
gather updates and have materials ready.
3. State the concrete goal of your meeting in the
4. Take 5 minutes at the beginning of the meeting to
let youth share what’s going on in their life. They
will appreciate the interest you show in them as a
5. Always switch it up. Mix in field trips, business
meetings, trainings days, hands-on projects, and
fun team building.
6. Have some snacks or food. If you want to do fruits
& veggies, cut them up and arrange them on a plate
with a dipping sauce.
7. Keep meetings to one and a half hours.
8. Have something for youth to do that arrive to
9. Having an opening routine helps youth to focus.
(i.e. call to order, sign-in)
10. Spontaneous quizzes on info that has been taught
keeps youth on their toes. Give prizes for those
that do well.
11. Encourage youth to be in charge of certain tasks or
12. Switch meeting locations every now and then.
13. Try less traditional meeting times like before
class starts or during lunch.
14. Repeat (like crazy) deadlines for work or meeting
times and locations.
15. Use visuals.
16. Invite guest speakers to meetings, Paul Turner,
Meeting 3-Spend this meeting working on
the assigned tasks. (Attend training, gather
resources, practice speeches, etc.)
Meeting 4-Updates and more work
on assigned tasks.
Meeting 5– Debrief about the activity after the
**Set up whatever you will need beforehand
so that each meeting achieves its goal. Have
equipment and other materials or research
ready to go. This preparation also means
gaining approval from any adminis-
trators/grants managers before your next
Getting a Handle on Meetings
Practical Application to
Enhance Your Meetings…
Focus on Action. If the meeting never goes
beyond brainstorming, youth will be bored.
Meeting 1-Brainstorm the idea.
Meeting 2-Define the tasks and timeline of
the idea and who will be responsible.
Ideas to Retain Youth Members
• Incentives, pens, refreshments, and other goodies are a great
way to make youth feel rewarded
• It is ok to ask the students what will keep them motivated and
• FUN activities are vital for team-building and motivation
• Focus on pride and accomplishments for the youth
• Allow the students to brainstorm a timeline of activities that can
be done throughout the school year, have the youth to create a
calendar/chart to track their progress
• Youth need to sense that you care about them and what they are
doing – take the time to know what activities they are involved
in, how school is going, what is important to them, etc.
• Provide constant opportunities for youth to be actively involved
in all aspects of the group – planning, doing, brainstorming,
giving feedback, etc.
• Provide trainings from TA providers throughout the year
• Allow youth from different counties to work together or plan
trainings/activities to encourage a sense of a statewide
• Make sure that each meeting has a purpose and that this purpose
is explained to the group
• Place tobacco prevention and advocacy in the context of current
events, celebrities, sports, TV shows, etc
• Continue to assess the youth’s knowledge and understanding of
tobacco prevention advocacy as well as to offer training and
• Realize that there may be cultural, religious, language,
socioeconomic status, etc differences that you need to
incorporate into the way that you work with the youth
• you will need to EARN the trust and respect of the youth group
– If you say you are going to do something you need to follow
through or explain why not
• you will need to provide some guidance – not all youth
understand how to run a group or plan for an event…ground
rules can help
• youth experiences need to be interactive and not didactic
• plan in-the-field advocacy activities and awareness events –
students like to get out of their school setting
• youth are very busy – realize that you are competing with
school, church, sports, part-time jobs, family, etc
• be yourself – don’t try to talk or act like a youth if it’s not
natural for you
• if you spend quality time planning & recruiting, you will spend
less time on retaining youth or recruiting more
Football Friday Nights! Put up
promotional tables providing
information and promotions
regarding Smoke-Free Schools.
TFS policy awareness survey
during various sporting events.
TRU pledge drive – Through
youth can join a statewide
movement and make the pledge
to be TRU, live TRU, stay TRU.
NO SPIT ALLSTARS—
Campaign in which athletes who
sign a No Spit pledge can be
nominated and then voted for
the weekly winner on
Tackle Smoking – During
football games youth can do
surveys to see how well the
smoking regulations are
enforced, and therefore what
type of education about the
policy needs to happen.
Red Ribbon Week is usually
the last full week in October. It
draws attention to drug
prevention and education--in
particular, the personal
commitment to live drug-free
(tobacco-free!) The website is
Great American Smoke-Out
(3rd Thursday) Make
announcements, put up a table,
encourage quitting, and create
your own event to support this
Cigarette Butt Clean-Up
around a local youth-friendly
hang out and Letter to the Editor
Gift of Life! Put together
packets that students can give to
friends and family on the
importance of tobacco cessation.
New You for a New Year.
Have students sign pledges to be
tobacco free. Promote QuitLine
Materials to assist students who
currently use tobacco products
and help them get a head start on
the New Year!
New Year’s Day! Have a
Tobacco-Free Resolution Party!
Pass out brochures, QuitLine
Information, and resources for
how to quite smoking . Enjoy
hanging out tobacco free.
Week is in January too!
TRU Pledge Drive - Through
youth can join a statewide
movement and make the pledge
to be TRU, live TRU, stay TRU.
Through With Chew Week is
usually the third full week in
February… For more
information, you can check out
And don’t forget about the
Great American Spit Out!
Valentine’s Day—Pass out
TRU promotional items to
celebrate as well as information
about tobacco cessation…
valentine's day can highlight
Activities Calendar Continued
Kick Butts Day! This is an
annual event sponsored by
Campaign for Tobacco Free
www.kicksbuttday.org for ideas.
Tackle Smoking - During
baseball or soccer games youth
can do surveys to see how well
the smoking regulations are
enforced, and therefore what
type of education about the
policy needs to happen. TFS
policy awareness survey during
various sporting events
Celebrate April Fool’s Day with
a Media Literacy Event! Set-up
a booth, or presentation about
tobacco media messages
directed towards youth!
Easter Egg Hunt/Clean-up!
Set up an Easter Egg Hunt for
small children while older youth
“hunt” for cigarette butts and
Earth Day is April 22. The
Partner this day with a tobacco
litter pick-up day at your school
or local park!
World No Tobacco Day is May
31 Visit www.who.int/tobacco
for more info!
Now’s the time to get in the
community and really do some
advocacy work! Contact local
camps and youth centers about
doing special presentations.
Have fun and get creative! Some
ideas include: TRU car wash,
cigarette butt clean up, fall
planning, merchant education,
practicing TRU skills, peer
education at places of worship,
Photo Voice project followed by
meeting with school board
officials to present findings
and/or survey findings.
….possibilities are endless!
• Turn Your Back on
wears their clothes
backwards). This can be
correlated with one of
the days listed or with
any other time to raise
• Hold a Tobacco-Free
Walkathon to promote
TRU & raise awareness
• Chalk-Attack! Take it
to the streets and use
chalk to write tobacco
facts and messages on
• Create anti-smoking
greeting cards that you
can send to other
students, parents, or to
an elementary or middle
• Encourage the TRU
groups to educate their
peers or middle students
in their community with
short presentations or
• Letters to the Editor
are good any time of
• Organize a Mail
Campaign! Letters to
actors and producers to
movies explaining the
negative influence you
think they have on
Scavenger Hunt: Make
a list of things to find:
cigarette ads, tally of
cigarette butts littered,
info on sports and
smoking, ect. Form
teams, set a time limit,
and go! Then discuss
what youth found.
State Resources for TRU and the
Teen Tobacco Use Prevention Movement
HWTF = Health and Wellness Trust Fund
Created by the General Assembly as one of three entities to invest North
Carolina's portion of the Tobacco Master Settlement Agreement in
programs and partnerships to address access, prevention, education and
research that help all North Carolinians achieve better health. The
primary funder of the TRU Movement.
TRU = Tobacco Reality Unfiltered
The statewide youth tobacco use prevention movement—created,
promoted, and funded by the Health and Wellness Trust Fund.
TPCB = Tobacco Prevention & Control Branch
A division of the Department of Health and Human Services that works to
improve the health of North Carolina residents by promoting smoke-free
environments and tobacco-free lifestyles.
?Y = Question Why
A regionally-based program that provides TRU adult and youth leader
trainings and technical assistance with a focus on youth empowerment
and youth advocacy. ?Y activities are conducted by two independent
organizations; Wilmington Health Access for Teens (WHAT), which
covers the Eastern region of the state and Youth Empowered Solutions
(YES!), which covers the West and Central regions of North Carolina. ?
Y is funded by the Health and Wellness Trust Fund. (contact info on next
ALE = Alcohol and Tobacco Law Enforcement
A division of the North Carolina Department of Crime Control and
Public Safety that is responsible for enforcing the alcohol, tobacco,
controlled substance and gambling laws of the state.
www.nccrimecontrol.org (Divisions, ALE, Underage Smoking)
NC STEP = North Carolina Spit Tobacco Education Program
A Health & Wellness Trust Fund-sponsored program that provides
technical assistance and training on spit and smokeless tobacco. This
program is based in Haywood County but covers the entire state
SAVE = Survivors and Victims of Tobacco Empowerment
SAVE identifies and trains survivors of tobacco-related illnesses to speak
with students in school and community settings about the dangers of
QuitlineNC – The North Carolina Tobacco QuitLine
This free evidence-based comprehensive service is available at 1-800-
QUIT-NOW and provides effective cessation support for all North
Carolinians who want to quit using tobacco. Cessation specialists at
QuitlineNC are trained to work with youth and adults, and can arrange
to call the participant back at agreed upon times to check on quitting
progress and to answer questions. Special protocols are also available
for pregnant women and for spit tobacco users.
GASO = Great American Smokeout
Each year during the Great American Smokeout, the American Cancer
Society promotes local and nationwide activities that focus in a light-
hearted way on the benefits of not smoking. It traditionally takes place on
the third Thursday in November.
KBD = Kick Butts Day
Kick Butts Day is a national day of activism that empowers youth to
speak up and take action against tobacco use at more than 2,000 events
from coast to coast.
Question Why Contact Information
The Question Why program serves North Carolina by REGIONS…
Western and Central Region: Alamance, Alexander, Alleghany,
Anson, Ashe, Avery, Buncombe, Burke, Cabarrus, Caldwell,
Caswell, Catawba, Chatham, Cherokee, Clay, Cleveland,
Cumberland, Davidson, Davie, Durham, Forsyth, Franklin, Gaston,
Graham, Granville, Guilford, Hamlet, Haywood, Henderson, Hoke,
Iredell, Lee, Lincoln, Jackson, Macon, Madison, McDowell,
Mecklenburg, Mitchell, Montgomery, Moore, Orange, Person,
Polk, Randolph, Richmond, Robeson, Rockingham, Rowan,
Rutherford, Scotland, Stanly, Stokes, Surry, Swain, Transylvania,
Union, Vance, Wake, Watauga, Wilkes, Yadkin, Yancey
Eastern Region: Bertie, Bladen, Beaufort, Brunswick, Camden,
Carteret, Chowan, Columbus, Craven, Currituck, Dare, Duplin,
Edgecombe, Gates, Greene, Halifax, Hertford, Hyde, Johnston,
Jones, Lenoir, Martin, Nash, New Hanover, Northampton,
Onslow, Pamlico, Pasquotank, Pender, Perquimans, Pitt, Sampson,
Tyrell, Warren, Washington, Wayne, and Wilson.
Western & Central
Jeanne Dairaghi, Director
50 South French Broad
Asheville, NC 28801
Steve Johnson, Director
Wilmington Health Access For
4005 Oleander Drive
Wilmington, NC 28403
Direct Mail To:
3063 Lovette Road
Lumberton, NC 28358